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According to foreign media reports, Toyota plans to expand the lineup of Crown brand models, will launch a SUV model and a car model, and will continue the high-end brand strategy, the model will be between Toyota brand and Lexus brand. The new model will be sold in China, Japan and North America, the report said.

It is speculated that the new Crown SUV may be positioned higher than Toyota Sequoia and may replace the Landcool Luze, which has been discontinued in China and the United States. it is likely to be Toyota's flagship SUV model with many attractive configurations. In addition, the new car will launch hybrid, plug-in hybrid and pure electric models, but these three may be available in different markets. The new car is expected to go on sale in the summer of 2023 at the earliest, and the pure electric model will be finally launched. It is expected to be in 2024.

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 March 2005, the 12th generation Crown was put into production in Tianjin FAW Toyota No.2 Plant and officially listed in China on the 21st with a price range of 30.2-481000 yuan. this is the first time that the crown has been produced outside Japan since its birth 50 years ago. From the perspective of market performance, the domestic production of the 12th generation Crown is undoubtedly the most successful, and its sales even exceed that of Audi A6, with monthly sales of about 20,000 units, which is also the highlight moment of Crown in China.

On December 14, 2009, the 13th generation of domestic Crown was officially put on the market, including 9 models with 2.5L, 3.0L and 4.3L displacement, with a price of RMB32.68-899500. Although the 13th generation Crown is very popular in the Japanese market, but the performance in the Chinese market is not optimistic, because FAW Toyota is a more high-end Majesta version, and although Crown is regarded as Toyota's high-end models, competitors include BMW 5-Series, Audi A6L and other luxury models, but the actual guiding price is almost the same as Audi A4L and BMW 3-Series. Domestic Toyota Crown wants to take advantage of misplaced competition.

The domestic crown ended in the fourteenth generation. FAW Toyota introduced the 14th generation crown to the domestic market in March 2015 and officially listed in September with an official guided price of 250800-374800. With the domestic listing of the 14th generation Crown, no matter the pricing and position have been completely lowered, the product style has also changed. compared with the previous calm and commercial style, the 14th generation Crown is undoubtedly younger and sporty, but sales are still not improving. On April 28, 2020, FAW Toyota Crown officially stopped production as the last 14th generation Crown went off the line at the factory, meaning that Toyota Crown models bid farewell to domestic consumers.

On July 15, 2021, FAW Toyota announced that Crown has officially become its high-end flagship brand, which currently includes Crown-Lufang and Crown-Wilfa models. On August 27, 2021, FAW Toyota's new medium-sized SUV Crown-Lufang officially appeared on the market with a price range of 27.58-350800 yuan. As a sister car of GAC Toyota Hanlanda, Crown-Lufang is based on TNGA-K platform and provides two-wheel drive / four-wheel drive 2.5L hybrid system for consumers to choose from. In addition, FAW Toyota will launch a new MPV this year, which has been declared in the Ministry of Industry and Information Technology. The new car is called GRANVIA in English. At present, the new car has entered the stage of mass production and is expected to be officially launched in September this year. After the launch, it will become the Crown brand and become the third product.

According to several media reports, a FAW Toyota dealer said that the 16th generation crown will be imported into domestic sales, has accepted reservations, is expected to sell between 35 and 450000 yuan. In response to the above news, the automobile industry inquired about FAW Toyota dealers and learned that the 16th generation crown will indeed be introduced by import and is expected to arrive at stores in the second half of the year. However, FAW Toyota officials have not yet responded to whether the crown will be imported into China. The automobile industry is concerned about speculation that if the sixteenth generation of Crown is imported into China, it will also become a new model of the Crown brand.

It is understood that the 16th generation of Crown will launch standard axis version, long axis version, Cross cross-border SUV version and other specifications, and is expected to be unveiled in 2022. The new car is based on the TNGA-K platform and the overall size will be further lengthened. Power system, the 16th generation Crown is expected to add 2.5L engine + motor hybrid system, while retaining the fuel version of the model, but no longer use 2.0T engine, the future will be replaced with Lexus's newly developed 2.4T 24A-FTS turbocharged engine.

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