ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Saturday, September 28, 1996           TAG: 9609300016
SECTION: BUSINESS                 PAGE: A-6  EDITION: METRO 
DATELINE: ANN ARBOR, MICH.
SOURCE: Associated Press

1997 CAMRY STILL BLAND, BUT RELIABLE

Toyota's Camry often is described as well-built and reliable but boring - enriched white bread on wheels. But Japan's biggest automaker doesn't mind.

The Camry sells. It has been the third-best selling car in the United States for five of the past six years and represents more than 40 percent of Toyota's U.S. car sales.

Now, Toyota is ready to steer the Camry through the crowded midsize family car segment. It launched a multimillion-dollar advertising blitz this week to usher the fourth-generation Camry into U.S. showrooms.

Analysts say the redesigned Camry poses the biggest threat yet to the dominance of the No. 1 Ford Taurus and the second-place Honda Accord. One big reason: Toyota's offering more car for less.

Cost-saving engineering changes and increased use of U.S.-made parts enabled Toyota to cut prices an average of nearly $900 for 1997 Camrys. The car also is slightly larger and offers more features.

``Toyota's been leading the charge in terms of cost reduction,'' said industry consultant Chris Cedergren. ``What Toyota has done with the Camry really is the beginning of a trend among all manufacturers.''

Design changes weren't made lightly, said Donald V. Esmond, a vice president at Toyota Motor Sales USA Inc.

``There was a lot of apprehensiveness, because the car has done so well for us,'' Esmond said. ``The direction obviously had to be toward improving something that already was a pretty good product.''

LENGTH: Short :   40 lines
ILLUSTRATION: PHOTO:  AP. OK, so it's design doesn't send chills up your 
          spine. But the reliability and price of the 1997 Toyota Camry just 
          might.