It’s official: Japan’s automakers are in catch-up mode

 

 

 

 

 

 

The big stink south of the border this week was the launch of the new 2012 Toyota Camry family sedan (above left). A “big stink” because like Honda’s compact Civic sedan (above right) up here in the Great White North, the midsize Camry has been the perennially best-selling non-pickup new car for something like 13 of the last 14 years. So it’s an important car for Toyota U.S.A. to get the car "right".

The family sedan class the Camry competes isn’t as big a deal in Canada. With only 5,968 examples sold through the end of July, the Toyota sits behind the Hyundai Sonata (10,429) and Ford Fusion (12,619) in its class. While the Civic and Hyundai Elantra compacts are battling it out for the overall car title, each selling over 29,000 units each so far this year.

But the launch of the new 2012 Camry is a good indication of not only the health of the Japanese automaker, but also of the type of new product Toyota thinks will resonate with car buyers. And—sadly if you’re a fan of Japanese cars— when you look beyond the PR prattle that Toyota is pushing hard in the U.S. (check out the out-of-context TV ad below), you’ll find Toyota’s idea of what it calls “new” is shocking similar to the same-old, same-old approach Honda took with its so-called “all-new” 2012 Civic I drove in April.

Let’s start with the “new” looks of the Camry and Civic. Now, not uncommon in the industry, automakers get about eight years out of a platform. So the 2012 Camry and Civic reside on essentially the same architectures (dimensions, suspensions, etc.) that debuted for 2007 and 2006, respectively. Any gains in interior space are incremental. Any styling changes are essentially cosmetic. When compared to the more forward-looking cars coming from Hyundai-Kia Motors and Ford, in both cases the new Camry and Civic are steps back in exterior design. In fact: the 2012 Camry’s simplified lines remind me eerily of the tapioca pudding look of 2002-2006 versions…

But what about what’s underneath this pair of one-time sales emperors' sheetmetal and plastic? Unfortunately, while both Toyota and Honda have been racking up sales with these two cars, not much money has been put back into innovative powertrains. Except for mildly updated low-volume hybrid versions, the new Camry and Civic continue to offer essentially carryover engines and transmissions. So while rivals offer direct-injection and turbocharging under the hood or dual-clutch automatic transmissions,  Honda and Toyota still think their loyal customer base will be happy with last year’s (and the year before that, and the year before that…) engineering.

Now, with all this time in between new versions, one could think Toyota and Honda would respond to the competition in regards to the growing sophistication of ride and handling that’s sweeping the industry. Well, erm, not exactly.

I’ve only had firsthand experience with the 2012 Civic. And somehow (maybe in an attempt to make it “grown up”?) Honda has managed to take all of the fun out of what was previously a nimble and alert car to drive. I haven’t had any seat time with the 2012 Camry yet. But reports in the U.S. suggest that it remains the sensory depravation chamber its customers seem to enjoy. If you want a fun-to drive family sedan, better stick to a Fusion, Mazda6—or my current fave—the Kia Optima.

At least for the legions of loyal Civic and Camry owners, there are few surprises with this pair. In the end, both Honda and Toyota have made incremental improvements on what were admittedly decent cars. But if you’re looking for cutting-edge styling, engineering innovation, or a joie de vivre driving experience, the “new” 2012 versions of the Civic and Camry are not those cars.

But do you think this is good enough?

Do think Toyota and Honda have done enough to keep their respective best-sellers at the top of the charts?

Or have these Japan’s automakers moved into catch-up mode?

Comments

[RP]

I think Hyundai/Kia offerings are going to eat them for breakfast. The Civic and Camry are totally bereft of any passion. I'd much rather be in the new Ford Fiesta or Escort than either the Civic or Camry.

This might sound harsh but the Civic and Camry seem like what Buick used to be, an old persons car. Not good news for an Automaker - Just ask Lincoln.

As fuel prices rise, I can see the whole mid-size market shrinking as people switch to the next class down in size. The Civic is there, but it completely lacks in utility. Where's the hatchback or Wagon?

Younger buyers look for utility in a small car, the Golf comes in 3/5 door hatch and wagon, Hyundai has the Elantra touring (wagon), Mazda has the Mazda3 5 door, Nissan offers the Versa 5 door, and Ford has the Focus and Fiesta hatches.

Sorry, the new Civic IMO is going to be in trouble, and the Camry along with a lot of the mid size market is going to shrink as fuel prices keep rising.

[Michael Moniz]

Speaking as a life long Honda fan(two Civic Si's and currently a 13 year old Acura EL) my love affair with Honda is dying. They've completely lost their way as far as I'm concerned, especially with the 2012 Civic. And the let down that is the CR-Z?

I never thought this day could even come for me, but I'm seriously looking at Hyundai, especially the Veloster which has such a CR-X vibe it's unreal! Funky looking in a good way(in my opinion), fun to drive and economical. Sad day when Hyundai are designing and building cars that Honda used to and should be building. Anyone at Honda watching/listening?

[Drop Suspension]

I think both cars are great. You pointed out the difference between the two.