Toyota revives a name from the past as a guide to current luxury.
More than 60 years ago, Toyota introduced its Crown sedan to the American audience. The original Crown is best described as an experiment, a status symbol in the Japanese market but not ready for prime time in the U.S. Less than 300 sold in the U.S. back in the late 1950s.
This time around, both Toyota and Crown jump start their strategical plan. This all-new sedan-like, all-wheel drive offering debuts in the 2023 model year, a suitable replacement for the long-running, flagship, Avalon sedan, which Toyota quietly retired in the 2022 model year. Avalon debuted to American consciousness at the 1994 Chicago Auto Show as a 1995 model year product, replacing the rear-wheel drive Cressida sedan, which exited the U.S. in 1992.
So how does this new, up-market Crown differentiate from Cressida or Avalon?
For starters, Crown starts from scratch as a fuel-extending gas-electric hybrid vehicle (also referred to as a hybrid electric vehicle, or HEV). Toyota’s learned a thing or two about HEVs, successfully executing the game-changing, segment-busting Prius more than 20 years ago. As with most Prius family members, the Crown’s self-charging hybrid technology never needs to search out a plug-in wall socket.
Setting Crown apart further is the availability of not one but two gas-electric hybrid versions: Hybrid Max, the all-new performance choice and a more conventional, more fuel-friendly Toyota Hybrid System (THS) version, already in use with other Toyota products. Consider Crown a mid-size entry tilting towards the larger end of the spectrum as it measures about a half-inch longer than the outgoing Avalon.
Three trim level include: XLE, Limited and Platinum with the up-market Platinum trim featuring the all-new Hybrid Max powertrain. Only the Hybrid Max Platinum connects to a six-speed automatic transmission. Crown’s XLE and Limited grades employ an electronically-controlled continuously variable transmission (CVT), popular with most other HEVs.
Hybrid Max technology combines together a 2.4-liter turbocharged, 275 horsepower four-cylinder internal combustion engine and two electric motors (a 61-kilowatt front and 58.6-kilowatt rear) generating an all-wheel drive format and a healthy combined horsepower reaching 340; the most potent Toyota ever offered.
The 400 lb.-ft. of low-end torque also allows for quick starts from a standing position. Fuel economy checks in at a disappointing (at least for an HEV) 29 miles per gallon city and 32 mpg highway, although better than the outgoing Avalon’s V-6 (22 mpg city, 31 mpg highway).
Hybrid Max differentiates from Crown’s conventional hybrid system by eliminating the need of a mechanical torque converter between the engine and direct-shift six-speed automatic transmission, inviting generated power to be transferred without any lag. This helps Crown reach Zero to 60 in a quick 5.7 seconds.
The THS gas engine found in XLE and Limited is more familiar to Toyota shoppers; an inline 2.4-liter four generating 236 horses. Fuel economy improves substantially registering 42 mpg city and 41 mpg highway. Both accept regular, 87-octane fuel topping out a 14.5-gallon tank.
Platinum’s all-wheel drive system opts for a full-time electronic set up while Limited and XLE select the more common on-demand type.
Electric motor power is sourced from the 230-volt nickel-metal hybrid (NiMH) battery pack. While many all-electric EV’s choose lighter lithium-ion battery packs, Toyota’s done just fine with the Nickel-Metal hybrid technology favored within many generations of the Prius HEV. For those calling the upper Midwest home, Crown’s bi-polar NiMH technology performs better while maintaining longer charges when temperatures dip below 20 degrees compared to the lithium-ion packs.
During a press briefing earlier this year at Toyota’s Regional Parts Center in Aurora, Amy Chao, Senior Planner for Vehicle Marketing and Communication, estimated the take rate for Hybrid Max at 20 percent with the majority of sales (80 percent) tilting towards Toyota’s conventional hybrid system.
As with many Toyota models and lessons learned from the company’s Lexus luxury division, Crown welcomes layers of sound-deadening materials noise-reducing windshield contributing to an up-market sense of inside quiet.
While Avalon’s conservative looks attracted a certain audience, Crown’s exterior takes on a biting role especially when donning the bi-tone paint artistry extending from the hood to the rear optional only in Platinum trims. In some views, this sedan tries to mimic cues of a crossover as Toyota teases the similarities.
It’s been described as employing a ‘commanding stance’ with fashion forward sense. It stands four-inches taller than Toyota’s mid-size Camry sedan, helping improve sight lines for drivers’ thanks in part to a long gently curved C pillar sporting a narrow width mimicking that of the front A pillar. A high side belt line narrows side windows with the bottom frame kicking up near the C pillar.
Inline Quad LED bejeweled projector headlights standard in Limited and Platinum trims combine both low and automatic high-beams together. These diminutive bulbs flank a sizable closed grille with repeating diamond patterns.
Crown’s three trims all come well equipped with a minimal number of factory-available packages. The mid-level Limited offers an advanced technology package features larger tires and a panoramic view monitor.
Our Platinum tester featuring the all-new Hybrid Max included a $52,350 starting price. This trim comes fully loaded with precious few add-on choices. The only two factory options reflected Crown’s color coating premium paint: $425 and $550 for the two-tone exterior montage. The bottom line reached $54,659 after a $1,095 destination charge and $149 mudguard ding. Entry point pricing starts at $39,950 for XLE.
Platinum trims add an adaptive suspension smoothing out pavement experiences, 21-inch tires (the largest ever offered by Toyota and two inches larger than standard versions) complete with eye-catching machined 10-spoke alloy wheels. Crown tilts towards comfort-minded rather than sporty, in part to added weight of the battery pack and dual technology.
Crown’s comforting glide along expressways defies the senses, so monitor speeds through the convenience of standard variable-speed radar cruise control. When cruising down the Northwest Tollway late one Sunday evening between Marengo and Elgin, the shotgun passenger accused this pilot of ‘putt-putt’ driving along the open road only to realize the digital speedometer indicated 78 miles per hour (yes officer, that’s eight miles above the posted limited, yet traffic continued whizzing by anyway). The same co-pilot also commented that seat cushions and backrests were overly firm for her liking. However, the pilot’s cushion includes power-operated lower lumbar adjustments alleviating any noticeable discomfort.
The deep-pocket, wireless charger, front of the vertical-sliding transmission shifter with leather-bound grab nub, welcomes electron exchanges from an upright position, with a seat-belt-like strap keeping devices in place and in touch. A small tab nearby selects one of a half-dozen drive modes, each choice setting up differing color schemes within the all-digital instrument panel. Dual inline vertical cup holders reside to the right with a dual hinged (opens from the left or right) storage bin rearward.
Below the multi-function 12.3-inch, easy to navigate center touch screen and narrow vertical vents resides dual-zone HVAC functions controlled by narrow squarish tabs moving up and down increasing/decreasing fan speed or choosing an air flow direction with helpful animated icons illuminating within a horizontal screen.
Wireless Apple CarPlay and Android Auto compatibility come standard with a circular button upon the screen frame controls on/off and volume.
The long, sizable trunk includes 15.2 cubic feet. Row two seatbacks fold down in a 60/40 format once trunk-located pull tabs release the cushions from the frame. Three adults fit snuggly in row two while the sloping roof may cut headroom close for those measuring more than six-feet two-inches. Leg and knee room measures better than average.
Toyota’s Senior Executive Chao estimates Crown’s demographic skewing younger than the outgoing Avalon in the 45-to-55 age bracket.
Price as tested: $54,569
Engine: 2.4-liter turbo four cylinder
Battery pack: 230 volts
Combined Horsepower: 340
Wheelbase: 112.2 inches
Overall Length: 196.1 inches
Overall Width: 72.4 inches
Overall Height: 60.6 inches
Curb Weight: 4,343 pounds
Hybrid battery warranty: 10 months/150,000 miles
Powertrain warranty: Five years/60,000 miles
Fuel Economy: 29 mpg city/ 32 mpg highway
Assembly: Japan