Low demand for sedans has kiboshed all but the flagship grade, but Toyota is proposing this as a plus.

REDUCING the presence of its sole remaining sedan, Camry, down to a single derivate is being spun as a positive by Toyota New Zealand.

Announcement has come today that the GX and SX grades are being withdrawn with production for this market to end this month, which leaves just the ZR flying the flag for a model line that was once a high flier but is now firmly niche.

The decision comes 15 months after the 2.5-litre hybrid car released in a heavily refreshed guise. At that time TNZ acknowledged the mainstream sedan sector was being squeezed by consumer transition to crossover and sport utilities.

That effect has strengthened since, to point seven in every 10 passenger models sold are now in the quasi off-road format.

Desultory interest in sedans is why the majority of the Camry’s key rivals have either been dropped from the local market, or culled internationally.

TNZ repeated its thoughts about the decline of sedan interest today - it agrees that swing has shown no sign of slowing - yet it has also expressed belief the type retains what it describes as a “loyal following.”

They could just as easily use the word ‘select’. This year the Camry has notched up 180 registrations, according to NZTA data. That’s significantly less than the brand’s most popular passenger product, the RAV4, generally achieves in a single month.

It says that is why it is refining its offering to focus on the ZR, which it defines as the executive-level choice among the three variants. In releasing at $57,990, it has also been the most expensive choice yet also the most popular, TNZ says.

The Palmerston North-based market leader suggested today that retaining ZR was a “strategic move (that) reflects evolving customer preferences and ensures Toyota continues to deliver vehicles that meet the needs of today’s drivers.

It has defined the car as a ‘true driver’s sedan’ with appeal to “passionate drivers who value the refined handling and sleek profile of a sedan.”

TNZ chief strategy officer Andrew Davis said the nameplate has served Toyota and Kiwi customers well for three decades, taking a key role in the local operation’s ‘no customer left behind’ approach.

“We’ve listened to our customers and will be keeping the ZR in our portfolio – it’s a way of streamlining our efforts into providing cars that Kiwi’s (sic) want to drive,” Davis said in supplied comment.