16th Generation Toyota Crown Debuts in Korea
Brand's First Mass-Produced Passenger Car Since 1955
Discontinued 3 Years Ago at Final Commercialization Meeting
"Let's Break Free from Domestic and Sedan Stereotypes"
Two Crossover Hybrid Models Released
Toyota's flagship Crown has been launched in South Korea. Since its debut in 1955, the model has gone through 16 generations and is regarded as a symbol of success even in its home country, Japan. Following the company's strategy to "offer customers a variety of electrified vehicle options," it is introduced domestically with two hybrid models.
On the 5th, at the new car launch event, Toyota Korea CEO Konoyama Manabu said, "Toyota employs a 'multi-pathway' strategy to allow the selection of the optimal powertrain suited to each region's energy conditions and lifestyle patterns," adding, "We introduced the new car in Korea to realize the goals of carbon neutrality and expanding the value of mobility."
Kon'yama Manabu (right in the photo), CEO of Toyota Korea, is taking a commemorative photo at the Crown launch event on the 5th. The Crown is the first mass-produced passenger car model made by Toyota, the world's largest automaker. The car's name, meaning "crown," was chosen by Toyota Chairman Akio Toyoda's grandfather and Toyota founder, Kiichiro. Over its 70-year history, the Crown has been the first to incorporate various new technologies developed by Toyota, symbolizing innovation and challenge within the company, Toyota emphasized.
The 16th generation Crown also holds another first. It is the first model whose project was halted during the final commercialization meeting three years ago. The final commercialization meeting is a procedure for a final check in the late development stage, and since it follows intense deliberation and collaboration, no previous model had ever been reversed at this stage. A senior engineer involved in R&D said they pondered "how to make a better Crown." They considered whether to release it as a Japan-exclusive model or limit it to the sedan class. Breaking free from these fixed ideas, the result of their efforts is this new car.
The Crown was once exported to some countries like the United States and Australia but was mainly sold domestically in Japan. Starting with this new model, Toyota has expanded its reach to major markets worldwide. The lineup, previously centered on sedans, now features a crossover that blends sedan and sport utility vehicle (SUV) characteristics, along with four types in total: sedan, sport, and estate (wagon). The crossover is being launched sequentially in over 40 countries, including South Korea.
In South Korea, the crossover type is introduced first with a 2.5ℓ hybrid and a 2.4ℓ dual-boost hybrid. Toyota was the first to make hybrids and remains the top-selling manufacturer worldwide. The new Crown departs from the traditional three-box structure, giving a seamless impression between the front and rear. While the past models emphasized a dignified image, the new car highlights a dynamic design. It features large 21-inch wheels.
The 2.5ℓ hybrid model uses a naturally aspirated gasoline engine and e-CVT, equipped with a bipolar nickel-metal battery. It achieves a combined fuel efficiency of 17.2 km per liter. The 2.4ℓ dual-boost hybrid was developed under the concept that "hybrids can also be high-performance." It pairs a gasoline turbo engine with a 6-speed automatic transmission, delivering a total system output of 348 horsepower. The rear of the vehicle incorporates the newly developed E-4 Advanced system based on an e-axle with a high-performance motor. The e-axle features a high-output water-cooled rear motor and cooler, enabling stronger and longer-lasting rear-wheel drive power compared to the existing E-4 system.
Depending on driving conditions, the front and rear drive power can be adjusted from 100:0 to 20:80, allowing for a driving experience close to rear-wheel drive. A variable control suspension enhances stability during straight-line driving. The new Toyota Global Architecture (TNGA) platform achieves both lightweight and high rigidity in the body. Additionally, the vehicle is equipped with various preventive safety features and convenience options, including Toyota Safety Sense, an infotainment system, and Toyota Connect.
Toyota Korea offers a warranty period extended by 2 years compared to other vehicles, supporting a total of 5 years or 100,000 km. The 2.5ℓ hybrid is priced at 56.7 million KRW (including a 3.5% individual consumption tax, same below), and the 2.4ℓ dual-boost hybrid is priced at 64.8 million KRW. Only 100 units of the 2.4ℓ dual-boost will be imported domestically this year.
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