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In the FAW-Toyota internal documents posted online, the name "Crown" appeared in the strategic plan for the launch of new cars in 2021, while industry insiders revealed that FAW-Toyota plans to revive the "Crown" brand in the Harrier/ Hanlanda model. Therefore, the name Crown, which has a long history and is full of feelings in the impression of Chinese consumers, is about to be implanted into FAW Toyota's high-end series to achieve a return? FAW Toyota responded to this.

The response from FAW Toyota was that "the report is not an official release."

According to FAW Toyota's strategic plan for the launch of new cars in 2021, "Crown-Lufang" will be launched in September as a new model.

Judging from the official name, the product portfolio of "Crown-Lufang" is quite special. It is reported that the car is the new Hanlanda's FAW Toyota domestic version, and FAW Toyota plans to produce 50,000 vehicles a year, all hybrid versions. However, for the purpose of naming, it is impossible to guess.

According to the news released by Yuan Qicong, an industry insider, FAW Toyota plans to revive the "Crown" brand in Harrier and Hanlanda, which FAW Toyota uses as a killer mace to compete with Guangzhou Auto Toyota.

According to official documents and insiders, FAW Toyota does not seem to have given up the long-standing and high-end brand name "Crown", which is also a product with a very deep foundation in the emotion of Chinese consumers. If it becomes the market strategic product of FAW Toyota as a high-end series, it may be more advantageous in marketing and promotion. However, at present, officials have not confirmed the news.

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. However, in the Chinese market, with the change of the consumer market environment, Toyota Crown has been unable to find the original market positioning, thus gradually withdrawing from the market.

Prior to this, Toyota Crown was introduced to FAW Toyota for production as the 12th generation model. The 12th generation Crown was once the strongest competitor of Audi A6, even surpassing the sales of Audi A6, with monthly sales of 20,000 units, which is also the peak of Crown's entry into the Chinese market. In 2009, the thirteenth generation of crown was launched in China, and the fourteenth generation of crown was listed domestically in 2015, and sales continued to fail to recover completely.

As Toyota adjusted its domestic product line and introduced the Asian Dragon, a medium-sized sedan, Crown also completed its mission in China. 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.

Although Crown sedan has completely stopped production and delisted in China, it is worth trying to return to the market in another capacity and extend the production cycle of the series, perhaps from the perspective of corporate strategy and consumers.

Data show that FAW-Toyota sold 83000 vehicles in November, up 18 per cent from a year earlier. In the first 11 months, FAW-Toyota sold 715000 vehicles, up 0.5 per cent from a year earlier. With the completion of the launch of Aolan, Harrier and Hanlanda in 2021, FAW-Toyota's product line has been further enriched, and its future market competitiveness is also worth looking forward to.

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