Observing the actions of Toyota on its path to becoming the world’s biggest

Toyota Avalon... exclusive? It's just one of those cars that, even if you're driving it, you won't happen to see around many corners. (Photo: Justin Couture, Canadian Auto Press)

automaker, I’ve come across a couple of things that strike me as uncannily clever about the way the brand is going about its business. Many manufacturers specialize in the products they will produce for each of their markets, but none do so in the way that this brand does. In Japan, Toyota sells a much different product lineup than it does here, and much can be said about what its dealerships carry in Europe. And it’s very different from what the brand sells in Africa or South America. After all, as the saying goes, “When in Rome…”

It’s a pretty well known fact that there are different Corollas for different parts of the world – but that’s not quite what I am getting at with this whole specialization thing. Honda has done this with the Civic, and Ford to a lesser extent with its compact cars (Escort, Focus). No, what I’m talking about is the deliberate creation of vehicles to meet certain niches. Take for instance the Tundra. The Tundra is a half ton pickup, a distinctively American creation for a certain crowd. Nowhere else on earth outside of the U.S., but for Canada and perhaps Mexico do these sort of vehicles thrive. But Toyota’s effort differs in that it was engineered with Americans in mind, and is built with American

Big, non-premium sedans are rare. I don't quite understand why... especially in the case of the Avalon. (Photo: Justin Couture, Canadian Auto Press)

components in the heart of America. Indeed, it has worked, with many people seeing the Tundra as being on par with the big three’s domestic trucks on their home turf. Truly, Toyota as an extremely intelligent multinational firm, and not just one that produces reliable but dull econoboxes. The same could be said about the Camry, which has more or less been withdrawn from international sale (but for China, Russia and a couple of minor markets) to such a degree that it’s essentially become, like the Tundra, engineered for North Americans, built in America, etc. And just like the Tundra, they’ve even taken it racing on NASCAR’s big oval circuits.

But before this latest Tundra with its muscular 5.7-litre i-Force engine and gargantuan CrewMax cabin that promptly peed all over the Silverado / Sierra, F-150 and Ram’s parade, there was the Avalon. This car, for all intents and purposes, has been and continues to be Toyota’s take on what a big, proper, full-size American vehicle ought to be. Japan’s Buick, if you will. Traditional European

Power remains the same, despite the alteration of SAE. Oh well, it just makes it seem like even more of a sleeper. (Photo: Justin Couture, Canadian Auto Press)

large sedans tend to be very expensive luxury vehicles with a lot of badge cachet, which is not necessarily true about North American cars. Look around and there are plenty of examples of large, non-premium cars from American automakers – Chevrolet Impala, Buick Lucerne, Ford Taurus (née Five Hundred), Chrysler 300. Indeed, Toyota’s got a product of its own, (designed for and built in America no less) to compete against these vehicles, the Avalon, which incidentally has just received its mid-life update in its third generation.

I didn’t pay much attention to the Avalon before 2005. It was the epitome of elderly motoring with its easily overlooked styling, average power, soft suspension, column shifter and (sigh) bench seat. Though the third generation Avalon is hundreds if not thousands of times more interesting than the original, it is still a very conservatively penned vehicle. Its styling is uncannily Lexus-like with bits of the old LS 430 around the nose, further brought out by the new grille and bumpers. There’s also a bit of the swoopy GS around the rear three quarters, though I pick out a lot of the old

Big interior mirrored by an even bigger trunk. (Photo: Justin Couture, Canadian Auto Press)

Volkswagen Phaeton about the shape of the C-pillars and rear doors. But there’s just something very Toyota-ish about it that makes it settle into a parking lot like another Camry… a bigger, less round Camry. Still, Toyota deserves credit for at least making the Avalon a handsome looking machine, especially with its snowflake-pattern polished wheels and dainty rear spoiler.

And that’s the thing about the Avalon; it’s a very unassuming vehicle. A walk around outside and you’d never assume that it possesses a V6 that could honestly be described with the word mighty. The 3.5-litre engine that’s been popping up just about everywhere, from the RAV4 and Highlander to the Camry, was first found here. It’s as strong as it’s ever been in a Toyota branded vehicle too, making 268 horsepower. It sounds a bit down compared to when the car first broke cover in 2005 with a claimed 280 horsepower, but that’s all in the way that it’s been rated - the engine is the same. In reality, the Avalon is probably slightly quicker than those models as the creamy smooth automatic has gained an extra gear for a total of six. It was more than enough to thoroughly embarrass a

Floor is flat, which is very important for making sure the middle passenger is comfortable over the long haul... (Photo: Justin Couture, Canadian Auto Press)

variety of high-profile sports cars (yes Mr. Crossfire and Ms. Z4, I’m talking to you). More gears also means better fuel consumption. I was able to extract 10.2 l/100 km for my week of driving; very impressive for a car of this size.

When luxury car companies try to do minimalism, the end result tends to be inordinately confusing. The grouping and sub-grouping of menus and accessory controls can be so hard, it’s honestly taxing and frustrating to operate. Toyota’s idea of minimalism is of a different sort. Almost all of the controls normally found on a car are hidden behind retractable panels, but for the climate control buttons. The radio sits behind the big panel between the HVAC buttons. What you might assume to be the ashtray or an extra storage bin is a little vertical panel that controls the navigation system. The cupholders and an extra storage bin around the transmission tunnel are also out of sight behind covers. In a way, by putting an extra step in the action process, you actually start to use the steering wheel mounted controls and the voice recognition software to operate the vehicle because it’s actually more convenient!

Minimalist look is achieved by hiding everything behind retractable panels. It's simple and what's more, it works. (Photo: Justin Couture, Canadian Auto Press)

While the technology and the whole extra-clean look is indeed novel, I don’t see the Avalon’s clientele being deeply interested in it. It’s more of an extra, the icing on top of a supremely spacious and well made car. The front seats are modeled after recliners; almost flat with extra cushioning that forms to the shape of your back, coddling it. In back, there's acres of space to stretch out in – more than the 300, a fraction less than the Taurus – and it’s truly comfortable for three full-size folks with a flat floor and reclining seatbacks. The trunk’s gigantic too, looking large enough to accommodate a set of golf clubs for each occupant at the very least. The only thing is that the seatbacks don’t split and fold as they do with other Toyotas, but with a trunk as big as this such an absence is less important. Technically speaking, it’s the Camry’s bigger brother, and as such it performs in the field of comfort and relaxation in a very similar manner.

People will purchase the Avalon on the grounds that it’s exceptionally smooth in both NVH and ride quality categories.

Nav system is simple but it works. What more can you ask? (Photo: Justin Couture, Canadian Auto Press)

To drive, it’s quite like a traditional American full-size sedan, but somehow better. The steering is set so light, you could drive with your pinkie finger wrapped around the wheel, but there’s a certain responsiveness to it, a reactive quality that you normally wouldn’t find in a Ford or Chrysler. The car also doesn’t wallow when traversing dips and humps, making it feel more stable. In all seriousness, the Avalon’s cornering abilities well exceeded my expectations for a big front wheel drive sedan; after the body roll sets in, the Avalon still hangs on when it really should be understeering off the road. It’s no sports car, but then again nowhere did Toyota ever hint at sporting pretenses.

Whereas there are four different models to choose from in the United States, ranging from base to full-on Lexus fighter, Toyota has purposely consolidated the Avalon range for Canada this year and there’s only one choice for buyers. It’s a very well equipped model with all the toys and goodies called the XLS, which includes leather, dual-zone climate control, a sunroof, a wood and leather-trimmed steering wheel and more. The

So, do you really want that ES 350? (Photo: Justin Couture, Canadian Auto Press)

only options are the Premium Package, which adds technological niceties such as Bluetooth and an upgraded JBL sound system, and the Navigation package which adds DVD-based nav. What we’re missing out on is the Touring model’s sport suspension, and the Limited’s adaptive radar cruise control, keyless ignition, acoustic front windshield, HID headlamps and other luxuries. Mind you, with these options available, Toyota probably figured that there would be too much cannibalization of one of its best selling Lexuses, the Camry-based ES 350. Pricing for the Avalon starts at a bit over $41,000, and fully loaded you won’t pay more than $50K.

The Avalon is solid, unpretentious luxury, unbridled by the trend of sportiness and the complexities of high-end gadgets and gizmos. It is Lexus quality with Toyota prices (but without the badge). And while the Avalon is a relatively obscure vehicle here in Canada, it sells strongly for Toyota in the United States, with an annual target from the start of 85,000 units per year, a strong sign that Toyota has indeed succeeded in its quest to build the definitive all-American luxury sedan. Adaptation – it’s the key to success, and something that Toyota proves it's very good at, product after product.

Specifications (Avalon):
Price Range (MSRP): $41,840 – $48,890
Price As Tested (MSRP): $48,635
Body Type: 4-door sedan
Layout: front engine, FWD
Engine: 268-hp, 248 lb-ft of torque, 3.5L, 24-valve, DOHC V6
Transmission: 6-spd auto w/manual mode
Brakes (front/rear): disc/disc, ABS, EBD, BA
Dimensions (L/W/H/WB): 5,010 / 1,850 / 1,485 / 2,820 mm (197.2 / 72.8 / 58.5 / 111.0 in)
Cargo Volume: 408 L (14.4 cu-ft)
Curb Weight: 1,615 kg (3,560 lbs)
Tires: 215/55R17
Fuel Economy (city/hwy): 10.6 / 7.0 L/100 km
Observed Fuel Economy: 10.2 L/100 km
Warranty (mo/km): 36/60,000 comprehensive; 60/100,000 powertrain
Competitors: Acura TL, Chevrolet Impala, Buick Lucerne, Chrysler 300, Dodge Charger, Ford Taurus, Hyundai Azera, Lexus ES350, Volvo S60 / S80
Web Site: www.toyota.ca

Interior

Exterior

Mechanical

Safety

Dimensions

Misc

(PEP) Premium Exterior Paint (Blizzard Pearl)

(B) Premium Package

(J003) Standard Metallic Paint

(J004) Standard Black Paint