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According to Japanese media reports, the new Toyota Crown will be officially launched in the Japanese local market on July 15 and will be officially launched this year. The new car is expected to launch four models with different configurations. In terms of power, the hybrid version consisting of 2.5L gasoline engine and 2.4L gasoline engine is available, while the 3.5L hybrid version is expected to be phased out. Prior to this, Toyota Asian Dragon has stopped production in overseas markets, and the new generation of Toyota Crown will fill this market gap after its listing.

It is understood that Toyota is currently selling the 15th generation Crown model, which went on sale in June 2018, with a model cycle of only 4 years. Initially, the automotive media expected a new generation of models to be launched in 2024, but the life cycle of the Crown model was shortened given that a shortage of semiconductors led to a sharp decline in production capacity.

According to the imaginary pictures exposed by foreign media, the new generation of Crown will adopt a brand-new appearance design, a four-door sedan car design style, its large-size intake grille has more tension, the headlight group adopts through-type design, and matrix LED lamp groups are added on both sides, similar to Toyota's newly launched bZ series models. On the side of the body, due to the use of the sedan car body, its slip-back rear appears to be more dynamic, and the waist line of the body is richer than the cash. In the rear part, the interior of the taillight is shaped by a broken line, and the black trim added between the lamp groups forms a penetrating visual effect.

It is understood that the new generation of Toyota Crown plans to sell globally, and after listing in Japan, it plans to go public in North America in October 2022. In addition, it is expected to expand to the Chinese market. Prior to this, a number of domestic media have reported that the new generation of crown will be introduced into domestic sales by way of import, and the price is expected to be between 35 and 450000 yuan. However, FAW Toyota officials have not yet responded to whether the crown will be imported into China.

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 still can not recover. 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.

If the crown is sold in China again, its competitors may include luxury brands such as Mercedes-Benz C-Class, BMW 3-Series, Audi A4L, Lincoln Z, Red Flag H9 and so on. Even Toyota Asian Dragon of the same door has quietly taken away some of its share. Of course, whether Toyota Crown will re-enter the Chinese market, how it will be priced after entering the Chinese market, and how the market performance will be, the automotive industry will continue to pay attention.

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