Hardly Worth It

The midsize coupe segment in the U.S. is dying, and Toyota Motor Sales U.S.A. Inc. would rather invest its research and development money in “better places,” Jim Lentz, executive vice president-TMSUSA, tells Ward's.

On hand for the 2007 North American International Auto Show, Lentz says Toyota doesn't foresee the type of growth forecast for the segment by rival American Honda Motor Co. Inc.

American Honda unveiled its Accord Coupe Concept at the Detroit show, and Vice President John Mendel touted research projecting 34% growth in the segment between now and 2011.

Lentz stops short of saying Toyota will kill its Georgetown, KY-built Camry Solara coupe, as has been rumored, but his comments are the closest thing so far to a confirmation of the model's departure.

“Our sense is the midsize coupe segment continues to be a deteriorating segment,” Lentz says. “One would think there may be better places to put those resources than a declining segment.”

Ward's data doesn't break out sales of midsize coupes from midsize sedans, but Ward's Upper Middle segment, where the Camry and Accord are placed, saw sales fall 5.6% last year to 2.2 million units.

And coupes in general are typically famous for their short shelf life.

Lentz says primary buyers of midsize coupes are female Baby Boomers whose children have moved out.

Such women now are flocking to SUVs and cross/utility vehicles.