Toyota may be set to lose share the midsize sedan market. While speaking with Automotive News, Toyota North America CEO Jim Lentz said that if his company kept pace with the current swell in the market for family four doors, Toyota would need to sell around 500,000 Camry models. "I'm not sure we can do much more than 400 [thousand] today," Lentz said.

But that doesn't mean Camry sales are shrinking – on the contrary, Lentz thinks Toyota will likely sell more Camry units in 2013 than it did in 2012, it's just that the company isn't keeping pace with segment's current explosion in popularity. Industry wide, midsized sedan sales have increased by 20 percent. "Are we going to lose [Camry] share? Probably so," Lentz said, "but we will continue to grow in raw volume."

Toyota sold 404,886 Camry units last year, and the company just revised its 2013 sales objective from 2.18 million units earlier this year to 2.2-million plus units, so while things are looking up for the brand and Camry sales may be on the rise, Toyota may not have the muscle to keep up its share in the sedan segment. Whether that's because of a production bottleneck or a predicted sales ceiling isn't clear. We've got a call in and will update this news item if/when we learn more.


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  • 107 Comments
      Luc K
      • 1 Year Ago
      I don't think it's production bottleneck since they sold more last year and they can always cut fleet sales which were almost double in January. Also incentives are higher on Camry than Accord so they can cut that as well. Reality is Camry is just outdated compared to competitors and Toyota played it too safe with the redesign. Eventually people start shopping around and not just look at reliability and reputation.
      Hello, Brian
      • 1 Year Ago
      It's a worst-in-segment offering. The rising sales tide will rise all ships, so sales may improve due to brand reputation, but the competition has simply surpassed it.
      XJ Yamaha
      • 1 Year Ago
      All of BD's comments were removed. Haha...
      Avinash Machado
      • 1 Year Ago
      The Vanilla flavor of cars.
      • 1 Year Ago
      [blocked]
      Jmaister
      • 1 Year Ago
      Seen the new Accord? driven one? yah, of course Camry will lose shares. Fusion offers hybrid and turbo options, and drives competantly rather than soft-tently, only logical.
      • 1 Year Ago
      [blocked]
        XJ Yamaha
        • 1 Year Ago
        BlackDynamite The Downvote Champion XJ
        rhb2012
        • 1 Year Ago
        You are worse than a Toyota marketing employee. They would atleast check their arrogance. I just hope you get paid something for dangling from their nuts.
        merlot066
        • 1 Year Ago
        As you would say Show your ignorance! M66
      nsxrules
      • 1 Year Ago
      The Camry continues to be #1 in sales by a wide margin for a reason, I\'m sure if Toyota piled on the incentives or dumped cars on fleets like most of the competition (Accord excluded) the Camry would keep the same market share (they do in the retail market). Kudos to Toyota for increasing sales without resorting to incentives and fleet dumping!
        • 1 Year Ago
        @nsxrules
        [blocked]
        mikeybyte1
        • 1 Year Ago
        @nsxrules
        Can you give facts and statistics to show incentives, fleet and retail totals by vehicle?
      Richard Hunter
      • 1 Year Ago
      Crapy, the car of Losers because only losers would be caught driving one of these FUGLY POS's.....And Clueless Losers at that.....I have yet to meet anyone of any intelligence that drives one of these POS's....
        • 1 Year Ago
        @Richard Hunter
        [blocked]
          FIDTRO
          • 1 Year Ago
          I'd rather ride the bus than drive a Camry. It's just as reliable. Sitting in a seat and doing nothing resembles the driving experience in a Camry. And hey, at the end of the day, you don't have to tell people that you drive a Camry when there are much better cars in the segment! WIN-WIN-WIN!
        Dean
        • 1 Year Ago
        @Richard Hunter
        And what do you drive?
      Mr. Bader®
      • 1 Year Ago
      Worst car ever
      FIDTRO
      • 1 Year Ago
      Slow your ignorance, DB. Even you have to accept that there are much better alternatives in the segment than the Camry.
        XJ Yamaha
        • 1 Year Ago
        @FIDTRO
        Despite you being right, he's too ignorant to ever actually realize that. He's probably got a date with a Corolla tailpipe later...
          NightFlight
          • 1 Year Ago
          @XJ Yamaha
          @ BlackDynamiteOnline Is crap like that really necessary? Why are you constantly so immature?
          • 1 Year Ago
          @XJ Yamaha
          [blocked]
          • 1 Year Ago
          @XJ Yamaha
          [blocked]
          XJ Yamaha
          • 1 Year Ago
          @XJ Yamaha
          What a stupid comment. I'm doubting you're 15 years old, but with dumb comments like that it's hard to tell.
      • 1 Year Ago
      [blocked]
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