If you've caught a look at the new television ads for the "bold" 2015 Toyota Camry, you'll note a decidedly younger feel to them.
The two TV ads, which began airing Sunday, feature young hipster types -- not the typical moms and dads strapping the young 'uns into the back seat or middle-aged couples shopping for flowers.
With the dramatically restyling Camry -- even though it's still considered a midcycle refresh rather than a whole new car -- Toyota is trying to take a younger slant. In one ad, for instance, a young woman goes in search of the former owner a guitar she found at a flea market -- an owner who happened to be B.B. King.
The print ad is about an adventure involving finding a lost dog.
The ads reflect a change in what buyers value in a midsized sedan, one of the largest segments in the auto industry.
"We're starting to see more of a shift in the midsize segment," says Ethan Leighton, Camry's marketing manager. Previously, the segment was driven by practical considerations -- reliability and safety. Lately, styling and the kinds of things that make people fall in love with their cars have played a larger role. "Now it's more about the emotional attributes."
Toyota noticed the switch in the previous generation when it started racking up big sale of Camry's sport grade, the SE. About 45% of Camrys sold were SEs.
They were attracting buyers in their mid-40s, about 12 years below the average age of the customer in the segment. Plus, aiming at younger buyers infuses a little pizzazz to cars that otherwise could be viewed collectively as a bit dull.
Camry SE is "the most aspirational and boldest version of the Camry that we have," he says.
While Leighton says the new ads take Toyota a little out of its tradtional comfort zone in pitching Camry, they think they will tug heartstrings -- and sell cars.
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