Toyota: Ah, Maybe They Didn’t Put It Quite Right

A news release from Toyota coming out of SEMA opens like this: In drag racing terms, a “sleeper” is a car that   looks as innocuous as possible, but has the means to blow the doors off the competition.

A news release from Toyota coming out of SEMA opens like this:

In drag racing terms, a “sleeper” is a car that   looks as innocuous as possible, but has the means to blow the doors off the competition.

And then it goes on to explain that the folks at Motorsports Technical Center created a 850-hp sleeper car that makes use of a 5.7-liter 3UR-FE V8 from a Tundra—blown with a TRD supercharger and equipped with a wet nitrous system—as well as a Tundra’s transmission, rear axle and electronics.

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The sleeper in question is a 2015 Camry.

In fact, they call the car the “Sleeper Camry.”

Here’s the thing: While the Camry may not be the most exotic thing in the midsize sedan category, arguably the 2015 version is far more expressive than anything carrying the Camry name since. . .well, since the Camry has existed.

Toyota is positioning the Camry as having a design that is “bold,” that has styling that “excites from every angle.”

And at SEMA they’re saying it is a snooze?

Not clever.