Future Models - Toyota 2010 Camry

Camry Hybrid to cash in on carbon concerns

Fresh appeal: Toyota believes its Camry Hybrid will draw 8000 new customers to the brand.

Toyota expects Camry Hybrid to win 8000 new customers, 25% of them private buyers

2 March 2009

By TERRY MARTIN

TOYOTA Australia believes that 80 per cent of the 10,000 Camry Hybrid sales it expects to achieve in its first year will be from new customers – and that a quarter of these will be from the private, rather than government or fleet, market.

The Australian-built hybrid enters production in December ahead of a showroom debut in March next year.

“We know there will be some element of substitution, but we are always striving to get 80 per cent incremental sales,” said Toyota Australia senior executive director of sales and marketing David Buttner.

“Otherwise, frankly, there’s no point introducing product because you’re not growing your volume and share of the market.”

As for private sales, Mr Buttner said the regular Camry attracted just 14.8 per cent from private customers in 2008. With the Camry Hybrid, the aim is to achieve 25 per cent.

“If you look what’s happened not just in corporate Australia, but in private Australia over the last 18 months, there has been a significant shift in peoples’ thinking,” he said.

“The private consumer, as well as fleet and government, more people are now thinking about the carbon footprint, and there are more people who want to ensure they make a contribution.

“We believe with the hybrid Camry, we’ll have a vehicle that can really attract the private buyer at a greater rate than we have historically with Camry.”

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