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Toyota Seeks Heart-Racing Camry Without Losing No. 1 Spot

Toyota Motor Corp. has a challenge: How to heed President Akio Toyoda’s insistence on heart-racing design for the next Camry and Prius models without jeopardizing their mass-market appeal.

Getting it wrong risks knocking Camry from its perch as the best-selling U.S. car, a title held for 12 consecutive years, and seeing Prius, which sells more than 200,000 units annually in the U.S., eclipsed by newer hybrid vehicles. While next-generation versions of both cars are in the works, Toyota executives haven’t provided many details.