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Toyota To Start Pushing More TRD Models

(Credit: Toyota)

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Toyota To Start Pushing More TRD Models

2015 Toyota Camry

2015 Toyota Camry (Credit: Toyota)

Toyota has a youth image problem and it knows it, which reportedly is fueling a move to produce more TRD models. This information comes via Automotive News, which claims that company President Akio Toyoda is wanting to spread the TRD love that has been shown in the truck lineup to the passenger cars. It’s a strategy to help shed the stodgy, aging image that Toyota has occupied ever since it killed off the Supra, Celica, and MR2 and focused on models like the Corolla, Camry, Prius, and Venza.

The Scion line has failed to woo youth shoppers like how Toyota had hoped for. According to some reports, the brand had an average buyer age of 35, which is fairly youthful. Reportedly, that number has risen well above 40 and doesn’t seem to be falling anytime soon.

Automotive News reports that the first passenger car that will get the TRD tuner treatment will be none other than the Camry. It’s an interesting move considering that the Camry has been criticized by many performance enthusiasts for being everything wrong with boring cars. The model is currently used in NASCAR, which supposedly will help Toyota create a go-fast version. If Toyota pulls off making a Camry that is genuinely engaging to drive, it would be the perfect way to turn critics into believers. However, if the car is only mildly more engaging that the regular version, it could turn into a marketing flop.

Toyota says that the new Camry TRD edition could come out as early as the latter part of 2015, but likely will go to market sometime in 2016. It believes that younger consumers will react positively to the model, and that it will overall boost Camry sales. It could possibly come with a louder and less restrictive exhaust, bigger wheels, and brighter paint colors. The car is still in the development phase, so details are being hashed out.

What other Toyota cars would receive the TRD treatment? The Yaris is obvious, and the Corolla is likely, but don’t hold out hope for the Avalon or Sienna.

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