Does The Next Gen Camry Need To Be Evolutionary Or Revolutionary To Stay At the Top?

Toyota Motor Corp. has dominated the midsize car market for 13 of the last 14 years. But as it prepares to launch the seventh-generation Camry sedan, it faces new and bolder contenders.

The Camry, often described as "plain vanilla" even by Toyota executives because of its bland, mainstream looks, has won a broad and loyal audience over the years because it's comfortable, reliable and holds its value.

But some of its redesigned rivals are challenging the notion that midsize car buyers prefer conservative vehicles.