Toyota has made a surprising move by launching a new SUV version of its legendary Crown sedan in Japan. The 2024 Toyota Crown Sport Hybrid is the first-ever SUV in the Crown lineup, which has a history of 68 years and a reputation for excellence and reliability in Japan.

The new Toyota Crown Sport Hybrid SUV is not just a rebadged version of the Toyota Highlander but a distinctive model that inherits some design cues from the Crown sedan, such as the grille, headlights, and logo. The SUV also boasts a range of advanced features, such as a 12.3-inch touchscreen, a head-up display, a digital rearview mirror, and a wireless smartphone charger.

The 2024 Toyota Crown Sport Hybrid offers two powertrain options: a 2.5-liter hybrid system with an electric four-wheel drive system (E-Four) and a plug-in hybrid system with a larger battery and more electric range. Both systems deliver impressive performance and efficiency while being paired with an electronically controlled continuously variable transmission (ECVT).

The SUV also comes with a high level of safety and driver assistance features, such as adaptive cruise control, lane departure alert, lane tracing assist, pre-collision system, blind spot monitor, rear cross-traffic alert, and parking assist. The SUV also has a dynamic torque vectoring system that distributes torque to each wheel according to the driving conditions, enhancing stability and handling.

The 2024 Toyota Crown Sport Hybrid is priced at 20.9 million yen ($187,000) for the hybrid model and 23.1 million yen ($206,000) for the plug-in hybrid model. The SUV is expected to go on sale in Japan in December 2023 and will be offered in six colors: Precious Black Pearl, White Pearl Crystal Shine, Silver Metallic, Dark Blue Mica, Emotional Red II, and Iceberg Silver Metallic.

Why Toyota launched an SUV version of the Crown sedan

Toyota’s decision to launch an SUV version of the Crown sedan is part of its efforts to revitalize the brand and attract younger customers. The Crown sedan has seen declining sales in recent years as consumers have shifted their preferences to SUVs and crossovers. The sedan segment has also faced fierce competition from other luxury brands, such as Lexus, Mercedes-Benz, and BMW.

By offering an SUV option, Toyota hopes to appeal to a wider range of customers who value spaciousness, versatility, and performance. The SUV also aims to showcase Toyota’s technological prowess and innovation in the hybrid and plug-in hybrid fields. Toyota has stated that it will continue to offer the Crown sedan alongside the SUV, but it is unclear whether the sedan will receive any updates or changes in the future.

The launch of the 2024 Toyota Crown Sport Hybrid SUV also marks a major shift in Toyota’s strategy for the long-running model. The Crown sedan was first introduced in 1955 and has been synonymous with luxury and reliability in Japan. The sedan has been used by government officials, business executives, celebrities, and even royalty. The sedan has also been known for its high-quality craftsmanship and attention to detail.

However, as consumer tastes and market trends have changed over time, the Crown sedan has struggled to keep up with the demand for more spacious and versatile vehicles. The sedan has also faced challenges from other models within Toyota’s own portfolio, such as the Camry and the Avalon. The sedan has also lost some of its prestige and uniqueness as Toyota has expanded its luxury brand Lexus globally.

By launching an SUV version of the Crown sedan, Toyota is trying to reinvent its flagship model and adapt to the changing consumer preferences and market trends. The SUV represents a new direction for the Crown brand, which has been one of Toyota’s most prestigious and longest-running models. Whether the SUV will successfully attract new customers and revive the Crown’s legacy remains to be seen.

Will the Toyota Crown Sport Hybrid SUV be available outside Japan?

The 2024 Toyota Crown Sport Hybrid SUV is currently only available in Japan, where it is expected to sell well among loyal customers who appreciate the Crown brand’s heritage and quality. However, some analysts have speculated that the SUV could be rebranded as a Lexus model and sold in other markets where the Lexus brand has a stronger presence and reputation.

Lexus is Toyota’s luxury division that offers premium vehicles with refined design, performance, comfort, and technology. Lexus has been expanding its global reach and market share in recent years, especially in North America, Europe, China, and other emerging markets. Lexus has also been investing in hybrid and electrified vehicles to meet the growing demand for eco-friendly mobility solutions.

The 2024 Toyota Crown Sport Hybrid SUV could fit well into Lexus’ portfolio of luxury SUVs and crossovers, such as the RX, NX, UX, GX, LX, LF-1 Limitless Concept, and the upcoming RZ 450e. The SUV could also benefit from Lexus’ brand recognition and customer loyalty, as well as its extensive dealer network and after-sales service.

However, Toyota has not announced any plans to export the SUV to other regions, such as North America or Europe. Toyota may face some challenges in introducing the SUV to other markets, such as regulatory hurdles, market competition, consumer preferences, and brand positioning. Toyota may also want to preserve the exclusivity and uniqueness of the Crown brand in Japan, where it has a strong fan base and cultural significance.

Therefore, it is uncertain whether the 2024 Toyota Crown Sport Hybrid SUV will be available outside Japan in the near future. However, if Toyota decides to launch the SUV in other markets, it could be a potential game-changer for the Crown brand and a new competitor for other luxury SUVs. @via Panorica.