Autonomy is Right Around the Corner, Yet Car Companies are Doubling Down on Driving Fun

Cars that drive themselves are coming to a roadway near you. So why are automakers so focused on fun?

Can a Toyota Camry legitimately be described as fun to drive? Toyota thinks so, and expects this to come to pass when the redesigned 2018 Camry arrives later this year.

The next-generation Camry is built on Toyota’s new global vehicle architecture, designed from the ground up to improve driving dynamism. Chairman Akio Toyoda, himself a fan of taking the long way home, has decreed that Toyotas and Lexuses must be more than just high-quality, dependable, and efficient vehicles. They must spark emotion, they must be enjoyable to drive, and they must be aspirational rather than an appliance.

Toyota is not alone. Multiple automakers are flexing their engineering muscles in order to appeal to people for whom the journey is just as much fun as the destination. Clearly, if you are a driving enthusiast, now is a great, if disconcerting, time to be alive.

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