The world premiere of the new crown, the crown brand is renewed and further

On July 15, Toyota launched the new crown product globally, and the first model will be sold at FAW Toyota dealerships starting from the second half of this year.

Classic blooms new light

The Crown was born in 1955 in the last century. It is the first mass-produced advanced passenger car model bred by Toyota using unique Japanese domestic technology. In the long history of 67 years, the generation of Crown products has gained a full reputation in China and become a unique classic in people’s minds.

First generation crown

In 1964, Crown made its debut at the Canton Fair and entered China for the first time. In 1983, the seventh-generation Crown was introduced into China in batches. In the early days of reform and opening up, owning a Crown sedan became the pursuit and belief of people’s high-quality travel life.

In 2005, Crown achieved localization in FAW Toyota and quickly occupied the high-end car market, with a market share of more than 30%. The refined, high-end and luxurious quality and image of the Crown sedan endow people with not only the comfort of driving, but also the respect of identity; owning a Crown sedan reflects not only self-achievement, but also a crowning of life.

Twelfth generation crown

The two crown products currently on sale by FAW Toyota are the luxury MPV Crown Weifa and the medium and large luxury SUV Crown Lufang. The two products are always in short supply in the market, fully demonstrating the market competitiveness of the new crown and its popularity in the eyes of users. They have become the vanguard and development moat that leads the FAW Toyota brand upward.

"New Crown" explains "Innovation and Challenge"

As the first flagship model developed by Toyota alone, "innovation and challenge" has become the DNA of Crown, and this gene has been well passed down in Crown’s successive models; it is also by virtue of "always one step ahead of the times", "always pursuing new values and characters", "always carrying the latest technology and style continuous improvement", Crown has won wide favor among consumers in the countries and regions where it is sold.

In order to fully meet the diverse characteristics and needs of today’s users, in the development of this "new crown", Toyota once again identified "innovation and challenge" as the guiding ideology, and mobilized all the staff of product planning, design and other projects to discuss "what is the crown of the new era". Finally, on the traditional way of "SEDAN" or "FR", the pursuit of bold breakthroughs and models with "new era crown characteristics" came into being.

At present, thanks to the steady improvement of the economy, China’s consumption upgrading trend is obvious, and the comprehensive renewal of the Crown brand can be described as opportune; and in the new era of younger user structure, the highly disruptive new Crown will surely bring infinite surprises to young Chinese consumers, so that the accumulated deep "Crown feelings" will take root in the hearts of young people.