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At the 2023 Tokyo Auto Show, Toyota Motor Corporation of Japan officially unveiled its Crown Sedan model, positioning itself as a medium and large sedan. Crown Sedan can be regarded as a sedan version of Crown SportCross. The appearance design is the same. The overall aura is closer to the familiar old Toyota Crown, but it is still very different from the crown in impression.

In terms of appearance, the overall style is younger and more fashionable. The C-shaped headlight group and engine cover lines on both sides are basically consistent with Crown SportCross. The straight waterfall air intake grille dominated by black piano paint brings strong visual impact, adding some steady aura compared with Crown Sport Cross. In addition, the headlight groups on both sides of the car are equipped with the popular through-type LED lamp strip, and the headlights are composed of four lamp sources arranged side by side, so the overall shape is more narrow and narrow.

The side of the car body still adopts relatively smooth lines, with the aura that luxury medium and large cars should have. At the rear of the car, Crown Sedan adopts through-tail lamp design, canard wing shape is designed on the tailgate of trunk, integrated taillight design similar to Mirai is adopted at the rear of the car, Toyota LOGO is embedded in the middle,"CROWN" English logo is below, and the overall outline of the tail is processed with rounded lines. In terms of size, the length, width and height of Crown Sedan are 4930/1840/1540mm respectively, and the wheelbase is 2850 mm.

In terms of interior, the new car adopts the popular all-LCD instrument to increase the size of the central control screen design, both screens are 12.3 inches. At the same time, the new car also retains the mechanical shift lever and a large number of mechanical buttons, realizing the combination of science and technology and practicality. The new car uses a lot of solid wood and leather in the interior materials to create a luxurious interior atmosphere.

On June 21, FAW Toyota announced the launch of Crown SportCross. Two new models were launched with a price range of 369,000 - 429,000 yuan. It is understood that Crown SportCross is positioned in medium and large crossover vehicles, which is the 16th update iteration of Crown models. It is introduced into domestic sales by FAW Toyota Import and officially released in November 2022. In the future, sedan, travel version and SUV will be introduced to enrich the product camp of Crown brand.

Not surprisingly, Crown Sedan will be imported into China for sale. The car has been unveiled at the 2022 Guangzhou Auto Show, but the price has not been announced for the time being, but it will be sold in the Chinese market by import, indicating that the price of this model will not be very low, starting at least 300,000 yuan.

Instead of returning to a single traditional sedan structure, the new generation of crowns appeared as crown brands, bringing a variety of derivatives such as crossovers, sedans, travel versions and SUVs in one breath, and after a new design, it is clearly not the crown we used to be familiar with. Of course, the crown change is the inevitable result of the rapid market change, but also crown back to the market only way out, but whether this change will have consumers pay, whether can reshape the past glory, believe Toyota also can not guarantee. What is certain is that the new generation of crown will certainly not have a good time in China. Of course, for FAW Toyota, the promotion of brand recognition is the real significance of Crown returning to the Chinese market.

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