Toyota Crown Variant, Sub-Brand Depends on Consumer Acceptance

Toyota Crown has spent nearly seven decades impressing customers in its home market, where there is everything from large sedans to taxis to race cars. However, for the sixteenth generation, the Crown is becoming a crossover and will arrive in North America early next year.

Badged as the 2023 Crown in North America, the new four-door coupe is actually just one of four body styles to hit the Japanese market. And during the first drive program in Franklin, Tennessee, we asked Toyota about the possibility of one of the other body styles – a more conventional sedan, wagon, and two-box crossover called the Crown Sport – coming to North America. While brand representatives are usually uncommitted when it comes to future products, they say what it takes to see more Crown-badged cars in our market.

Toyota Crown Sport

Toyota Crown Sport, revealed in June 2022.

“I think we’re looking at it,” Joe Moses, Toyota’s General Manager of Marketing told “Ultimately the customer will make the decision for us.”

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That doesn’t mean Toyota’s North American branch has definite plans. Or perhaps more accurately, if so, there are no plans to share it with the media.

“Have we planned it? Not. We already feel like we are entering unknown territory, this is our great opportunity to understand what we have here and then that learning can guide us with future products,” said Moses. “We never thought we would have the Crown back in the US after going and seeing us now. So I think that’s one of the things we’ll continue to see how they develop. If there is a place in the line for [a Crown variant]then we will really consider it.”

Toyota Crown line

As for the additions to the current Crown lineup, which consists of two parallel hybrid powertrains and three trims in one body style, Moses also looks coy. While it’s worth noting this conversation took place before word got out that Toyota was conducting a thorough review of its electrification strategy, including the alleged cancellation of the all-electric Crown, among other products.

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“We are looking at all the powertrain options. I think we’re going to get a feel for this one and how it goes and go from there,” Moses said.

For more information on the Toyota Crown 2023, check out our full first drive and breakdown of new rider pricing and fuel economy.

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