Toyota: Atara by name, Camry by nature

Toyota's targeting a new set of customers with the 7th generation of its hugely popular Camry, offering more space, and more power for less fuel. Photo / Supplied

One reason why Toyota NZ is placing so much pre-launch emphasis on the seventh-generation Camry is that the Australasian market for the car is the third-biggest in the world, after the United States and China.

Toyota NZ has sold 45,000 Camry sedans and station wagons since the nameplate went on sale here in 1987.

Australia became the first country outside Japan to build the Camry when it replaced Corona at Toyota's Port Melbourne plant in 1987. In April 2010, Toyota produced its 1.5-millionth Australian-built Camry after 23 years on the job.

The new Aussie-built Camry will go on sale in New Zealand next March. It will be called the Atara, a Hebrew word meaning diadem or royal crown.

Toyota's playing a name game here - Camry is an Anglicised version of the Japanese word kanmuri or crown.

The carmaker says Atara is an abbreviation of the Japanese word atarashii, which means new - and is used to describe every body panel on the upcoming Camry, its design, interior space, even its four-cylinder engine.

The Camry range will feature three petrol-powered variants: two carrying the Atara moniker and a third, entry-level example called simply Camry. A fourth variant will be the Camry Hybrid, also due in March.

Toyota NZ sales manager Steve Prangnell said the new Camry would "shake up" its segment.

"The next-generation car will do everything better," he said. "The introduction of the Atara name adds an extra dimension to the Camry brand.

"It's going to appear on the Camry models targeted at private buyers and the user-chooser segment of the fleet market.

"Atara puts Camry in a great position to lead its segment with overall specification, performance, quality and value - all very important for New Zealand motorists," he said.

"We're proud of Camry's popularity, but we're looking forward to introducing Kiwis to the Atara - we're hopeful it will attract a whole new set of customers to the Camry brand."

Under the bonnet of the new model is a 2.5-litre four-cylinder engine mated to a six-speed automatic transmission with manual mode, a drivetrain that Toyota says offers improved performance and fuel economy over the current model's 2.4-litre powerplant and five-speed box.

It claims the new engine boosts Camry's power by more than 10 per cent and torque by more than 5 per cent - including solid gains in the mid-range - while using 10 per cent less fuel. Improved economy is attributed to the use of Toyota's latest electric power steering, a system that, like many others in a "greener" market, adapts to vehicle speed.

Light effort is provided for parking and moderate effort at higher speeds. Fuel economy is improved because electricity is consumed only when power assistance is necessary. And the absence of hydraulic fluid means it's better for the environment.

The new Camry comes with vehicle stability control, traction control, anti-lock brakes, brake assist and electronic brake-force distribution, and Toyota NZ expects a maximum five-star ANCAP crash rating.

Toyota says Camry has improved driving dynamics, an even quieter ride and a more roomy interior - space has been increased, especially for rear seat passengers.