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Due to the decline in market demand, FAW Toyota Crown has completely stopped production and withdrew from the Chinese market. While some consumers are still hoping that the 15th generation of overseas crowns may be sold in China, Toyota has considered the "fate" of this high-end car. Now, Toyota plans to stop production of the Crown in Japan, a high-end car that may end in the 15th generation.

Toyota is discussing ending its production and sales around the main high-end brand Crown, and Toyota may think it is necessary to take measures because of poor sales in recent years, Kyodo news agency reported.

The first generation of Toyota crown was officially released in 1955, and now it has developed to the fifteenth generation of products, after 65 years. In the impression of many consumers, "Crown" is not only a Toyota, but also a synonym for Japanese high-end cars.

In the Japanese market, sales of car products remain in the doldrums, and the main young consumers seem to be moving away from cars and buying products such as SUV. Toyota Crown has also been affected by changes in the market environment, with only 36125 cars sold in Japan in 2019, down 28.2 per cent from the previous year.

Kyodo news agency also revealed that Toyota currently plans to launch the last product of the cash crown in 2022, after which it will be completely over. It also means that the crown's 70-year history is likely to come to an end. Another statement said Toyota intends to turn the crown into a "bodybuilder" product that could become a crossover or SUV.

Not long ago, Toyota released the official picture of the modified model of its 15th generation Crown, which shows that the new car has changed greatly in interior, but has not changed in appearance and power.

The current Crown has launched two versions of the sports version (Athlete series) and the deluxe version (Royal series). The new car has a large mesh grille on the front face, which is improved in the direction of being younger and more athletic. The outline of the whole vehicle also tends to be sports modelling. In terms of body size, the length, width and height of the car are 4910/1800/1455mm, and the wheelbase is 2920mm.

In terms of interior decoration, the new car will use a 12.3-inch suspended central-controlled multimedia touch screen to replace the previous dual-screen design style. In addition, the new car still uses a combination of mechanical hands and liquid crystal display dashboard, and with a three-spoke multi-function steering wheel, the crown LOGO on the steering wheel is also bigger. It is worth mentioning that the car-computer interaction system will support Apple's CarPlay.

In terms of power, there are three power systems to choose from, namely, 2.0T turbocharged four-cylinder engine, 2.5L naturally aspirated plus motor hybrid system, and 3.5L naturally aspirated plus motor hybrid system.

With the change of the consumer market environment, Toyota Crown may not be able to find its original market position, but gradually withdraw from the market.

In the Chinese market, Toyota Crown is introduced into FAW Toyota as the 12th generation. The 12th generation Crown was once the strongest competitor of the Audi A6, even surpassing the sales of the Audi A6, with monthly sales of 20,000 units, which is also the peak period after the Crown entered China.

In 2009, the thirteenth generation of Crown was launched in China, but the market competitiveness is not as good as before, sales continue to decline, the sudden development of German luxury cars, Toyota Crown gradually lost its position in the market. Even if the mid-term revamping of the 13th generation model appears, it has not greatly improved its market competitiveness. High-end models of ordinary brands are indeed difficult to compete with models of luxury brands in the domestic market.

The 14th generation of Crown went on sale domestically in 2015, and the car completely lowered its profile in terms of pricing and positioning, and changed its high-end and stable image, focusing on the characteristics of young sports, but sales still could not fully recover.

As Toyota adjusted its domestic products and Asian dragons were introduced into China, the crown was delisted immediately. After 12, 13 and 14 generations of models, FAW Toyota Crown officially stopped production on April 28th, 2020, with a total production of 483679 units.

There is a view that Toyota's move seems to symbolize changes in the Japanese market and even the global market.

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