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Following the earlier suspension of production of Toyota Crown models in China, it was also reported that Toyota Crown plans to stop production in Japan, perhaps in the 15th generation, due to falling market demand. Recently, there is news that Toyota Crown will continue, but the new model will be continued by the SUV model.

According to a magazine news exposed by overseas media, Toyota is currently preparing to launch a new generation of Crown model, but the new model will no longer be a positioning medium-sized car, will be transformed into a SUV resurrection, and the new car will be positioned on top of Toyota Harrier model.

At the same time, in the news of the magazine, there is also a fumigation picture of the new car, with a newly designed Toyota SUV model, with the front face keeping the headlights of the current 15-generation car and outside the middle grid, as well as a new intake grille adjustment, in which the net is also an obvious crown symbol. The car also looks large, similar to its Halanda model.

It is understood that the Crown SUV model will use the rear wheel drive system, and launch a hybrid version for consumers to choose from. The Crown SUV is expected to be launched in 2022. In the future, the new car will still make its debut in Japan, and then it will enter the Chinese and American markets one after another, and may become a global model.

However, Toyota officials have not yet made any recovery or comment on Japanese media reports that the crown may be discontinued and turned into a SUV.

Crown, as a model after 65 years, has developed to the 15th generation model so far, and it is also the oldest model under it, which has made great contributions to Toyota. This also makes this model, in the impression of many consumers, "Crown" is not only a Toyota, but also a synonym for high-end cars in Japan.

However, according to Japan's Kyodo News Agency, Toyota is now discussing ending its production and sales around the main high-end brand Crown, and Toyota may think it is necessary to take measures due to poor sales in recent years, including the conjecture that Crown will be converted to a SUV model.

It is not only that Toyota Crown has not been replaced for a long time in the Chinese market and national five model restrictions, resulting in a continuous decline in vehicle sales in the Chinese market. In the Japanese market, sales of car products remain in the doldrums, allowing the main young consumers to move away from cars and buy 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.

With the popularity of SUV models in the global market in the past 20 years, the major mainstream car companies in the world are accelerating and expanding their plans to launch SUV models. Even the unpopular supercar brands also experience the "law of true fragrance" when they complete the launch of SUV models, which reflects the success of SUV models.

And in recent years, both General Motors and Ford have announced that they will stop producing cars and will only invest in SUV models with higher profits and higher market, which all reflect that the car market has lagged behind the SUV market, so drifting with the tide will become the possibility of more car companies.

In the face of the current global automobile market declining year by year, car companies may choose more plans in line with the development in order to make a profit. Therefore, the possibility that Crown will be converted to SUV model is not small. For example, China, as Toyota's main market, has continuously introduced more SUV models, including the dual-car strategy of Harrier and Hanlanda, which has been subdivided into every market.

At the same time, due to emissions, Prado, Lande Cool and other Toyota higher-end SUV models have been discontinued, so it is possible for Toyota to introduce a high-end SUV. After all, the Crown logo is more valuable than Toyota. Just in the face of the BBA terminal price, Toyota Crown positioning is not lower than the price of Lexus comparable models or will face some challenges.

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