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Power Profile: Toyota Camry

Power Profile: Toyota Camry

By Christian Wardlaw, June 02, 2016

By total sales to consumers, businesses, and government agencies, the Toyota Camry is the best-selling car in America. In the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study,SM however, the Camry ranked seventh among 12 Midsize Cars, equaling the model’s ranking in the 2014 U.S. APEAL Study, despite a significant refresh for the 2015 model year.

For 2016, few changes are made to the Camry as Toyota readies a redesigned replacement. As such, Toyota debuts new infotainment systems and a Camry Special Edition model for 2016.

If you’ve ever wondered who buys this midsize car, and what owners like most about them, this Toyota Camry Power Profile will provide some insights.

Who Buys the Toyota Camry?
Camry buyers are slightly older, slightly less affluent, and more likely to be men, compared with the Midsize Car segment average.

According to J.D. Power research data, 63% of Camry buyers are men (compared with 61% for the segment); their median age is 58 years (vs. 54); and their median annual household income is $82,083 (vs. $83,127). Demographically, 67% are members of the Pre-Boomer (born before 1946) or Boomer (1946-1964) generations, compared with 57% of Midsize Car buyers in general, and 32% identify themselves as Hometown Retired.

In several respects, Camry buyers deviate from the Midsize Car segment average when it comes to their vehicle preferences and the reasons they chose Toyota’s popular sedan. For example, they are not as price sensitive, with 21% of Camry buyers identifying themselves as a Price Buyer, compared with 29% for the segment, and 62% agreeing that they are willing to pay more for a vehicle that is environmentally friendly (vs. 46% for the segment).

Despite this, it is clear that Camry buyers want a reliable, high-quality, trouble-free car. Based on J.D. Power data, 73% strongly agree that their first consideration in choosing a vehicle is reliability (vs. 65% for the segment); 72% strongly agree that they avoid vehicles they think have high maintenance costs (vs. 67%); and 56% strongly agree that their first consideration in choosing a vehicle is the quality of workmanship (vs. 49%).

Furthermore, fewer Camry buyers prefer to buy a vehicle from a U.S. company (43% vs. 52% for the segment), and fewer Camry buyers agree they like a vehicle that stands out from the crowd (63% vs. 71%).

What Do Owners Most Like about the Camry?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Toyota Camry are (in descending order) exterior styling, engine/transmission, driving dynamics, interior design, and storage and space.

Additional Research:

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