Toyota Launches All-New Crown in Japan

Toyota City, Japan, November 2, 2023―Toyota Motor Corporation unveiled its all-new Crown Sedan model in Japan today and will begin accepting orders. The launch is planned for November 13.

Z (HEV) (Model with options shown)
Z (HEV) (Model with options shown)

Last year, Toyota announced four new Crown models representing a "Crown for a new era."

Rather than simply sticking to a sedan design, the development entailed a thorough reexamination of what the Crown is about. While inheriting the Crown's DNA of innovation and pushing the limits, the new models align with the diverse values and lifestyles of customers. The first to be released was the Crossover, a vehicle combining a sedan and an SUV.

Since the development was revisiting the Crown's origins and the original Crown had been a sedan, the team also decided to build a new Sedan type. They created a car that offers excellent ride comfort and a high-quality driving experience, as well as a relaxing space meeting the needs of chauffeured cars. The new style redefines the traditional sedan, a reinvention reaching for new value as the "new formal" serving both personal and business purposes.

With sights on a hydrogen-powered society, the flagship Crown Sedan also gets an FCEV version that emits no CO2 while in operation. It accompanies an HEV version, the choice of many customers, to increase their options and meet diverse needs while contributing to the popularization of electrified vehicles and the realization of carbon neutrality.

Key Points

  • Reaching for new value as the "new formal"
  • Excellent ride comfort and a high-quality driving experience serving both personal and business purposes
  • Rear seat space meeting the needs of chauffeured cars. A long wheelbase and wide body create spacious seating and outstanding ease of entry and exit.
  • An interior playing to mature sensitivities, including a spacious cabin and soothing indirect lighting.
  • Contributing to the realization of carbon neutrality
  • The FCEV, a Crown first, gives customers more options to meet diverse needs
  • The HEV is equipped with a 2.5-liter multi-stage hybrid system, achieving both powerful dynamic performance and fuel efficiency

Details of the new Crown Sedan are as follows.

Vehicle Outline

  1. Elegant appearance embodying the "new formal"

Exterior design

  • In keeping with designer intent to avoid an orthodox sedan, a new value was put forward with the creation of a sedan representing the "new formal." Taking advantage of a rear-wheel drive platform, flowing proportions along the horizontal contribute to an elegant, flowing appearance not seen in earlier sedans.
  • The combination of a hammerhead design, emphasizing a sharp, wide feel, and a large Under Priority trapezoid grille with a vertical pattern form front face that underscores the Crown's status as Toyota's flagship vehicle. At the rear, the taillights in a straight line from side to side emphasize the wide feel.
  • Z (HEV) (Model with options shown)
  • Z (HEV) (Model with options shown)

Z (HEV) (Model with options shown)

Interior design

  • Island architecture*1 is emphasized with a large wood-grain panel extending in a continuous line from the instrument panel to the doors on either side and a console that appears to rise out of the panel. A composed yet spacious interior space is the result.
  • Illumination is choreographed according to a Japanese aesthetic incorporating the spirit of omotenashi, or hospitality. LEDs supporting 64-tone color switching are positioned at both ends of the instrument panel, in the leg space of the front seats, and on the sides of the rear door trims. The indirect lighting, occurring as a gentle, lantern-like glow, gives the cabin depth and comfort.
*1 Island architecture is a design in which various functions such as displays and shifts are grouped together and arranged like an island.
Z (HEV) (Model with options shown)
Z (HEV) (Model with options shown)

Color design

Six colors giving play to mature sensitivities reflect the style of use, which spans formal to personal. White, Silver, and Black create a more formal impression, whereas Metal, Grey, and Bronze impart a more personal feel. Two color themes are available for the interior―a sophisticated Black and a Mid-brown that instills a kind of glamorous air.

  1. Pinnacle of hospitality meets the needs of chauffeured cars―spacious rear seats and excellent ride comfort

Meeting the needs of chauffeured cars

  • A three-meter wheelbase allows for spacious rear seats, meeting the needs of chauffeured cars. Ample legroom makes it easier to move about for a smooth entry and exit.
  • Numerous hospitality features (including relaxation features and power sunshades) help create the ultimate mobility space.
  • Optimization of suspension settings and control over damping force with an Adaptive Vehicle Suspension system ensure that unevenness on road surfaces does not carry through to occupants. Rolling on turns and vibrations from rough roads are minimized.
Z (HEV) (Model with options shown)
Z (HEV) (Model with options shown)

  1. Powertrain supporting diverse needs and carbon neutrality (FCEV and HEV)

High-performance FCEV system

  • FCEVs run on hydrogen, a fuel that can be produced from a variety of energy sources and contributes to the preservation of the global environment and energy security. They are electrified vehicles that emit no CO2 whatsoever while in operation. In addition to the value required for chauffeur-driven vehicles, such as quietness and environmental considerations, we have achieved acceleration performance and a fun driving experience that only FCEVs can provide.
  • The same high-performance fuel-cell system as the Mirai is used. Equipped with three high-pressure hydrogen tanks and fuel cells, it is possible to drive around 820 kilometers per three-minute hydrogen refill. Torque surges from the moment the accelerator is pressed, enabling the smooth increase in power expected of an FCEV, while the quietness and riding comfort allowed by an electric motor are also achieved.
FC system
FC system

2.5-liter Multi-Stage Hybrid System

  • The Crown Sedan is the first Toyota vehicle equipped with a newly developed 2.5-liter multi-stage hybrid system. The engine and two motors, combined with stepped gears, achieve a driving torque that supports acceleration from all speed ranges. In this system, maximum engine output is available from around 43 kilometers per hour compared to 140 kilometers per hour with existing systems.
  • Engine revs stay low at high speeds, enabling quiet operation with low fuel consumption. While downsizing engine displacement, both powerful dynamic performance and fuel efficiency are achieved.
2.5-liter Multi-Stage Hybrid System
2.5-liter Multi-Stage Hybrid System

External power supply/Emergency power supply system

  • By connecting an external power supply, you can supply high-output power to your home or electrical appliances. (FCEV only)
  • Both FCEV and HEV allow you to use electrical products through two accessory outlets (AC100V 1500W) inside the vehicle. It can supply power not only while the vehicle is running but also when the vehicle is stopped as an emergency power supply system.

Sales Outline

600 units per month

Production Plant

Motomachi Plant, Toyota Motor Corporation

Manufacturer's Suggested Retail Prices

  Powertrain Driveline Price* (JPY)
Z [FCEV] 2nd generation FC system rear wheel drive 8,300,000
Z [HEV] 2.5-liter Multi-Stage Hybrid System rear wheel drive 7,300,000
◎: Models as shown in the photos (excluding options)
* Does not include recycling fees. (Different pricing applies for Okinawa. Includes consumption tax.)


The new Crown Sedan is available through KINTO subscription services for individuals or companies from November 9.

KINTO packages include automobile insurance (optional insurance), automobile taxes, maintenance, and other car-related costs, and provides them for a fixed monthly fee. All steps can be completed either online or at dealerships, from quoting to signing of the contract. Packages for the new Crown Sedan start at an easy 108,130 yen per month (including tax)*, with customers able to terminate their contract early if necessary.

Details such as delivery dates will be posted below on November 9 (Thursday), when we will begin accepting applications.

For details, please visit

The Crown Estate will also be offered through KINTO.

* When selecting the cheapest Z (HEV) package (2.5-liter HEV) with no additional options, when using the seven-year lease plan with no initial payment and two additional bonus payments of 165,000 yen (including tax) per year. The total price paid over the seven-year subscription period is 11,392,920yen (including tax).

Link to the "Crown (Sedan type)" webpage (Japanese only)

Beyond Zero

"Achieving zero, and adding new value beyond it"

As part of efforts to pass our beautiful "Home Planet" to the next generation, Toyota has identified and is helping to solve issues faced by individuals and overall society, which Toyota calls "Achieving Zero," hoping to help reduce the negative impacts caused by these issues to people and the environment to zero. Additionally, Toyota is also looking "Beyond Zero" to create and provide greater value by continuing to diligently seek ways to improve lives and society for the future.

About Beyond Zero
Sustainable Development Goals

Toyota Motor Corporation works to develop and manufacture innovative, safe and high-quality products and services that create happiness by providing mobility for all. We believe that true achievement comes from supporting our customers, partners, employees, and the communities in which we operate. Since our founding over 80 years ago in 1937, we have applied our Guiding Principles in pursuit of a safer, greener and more inclusive society. Today, as we transform into a mobility company developing connected, automated, shared and electrified technologies, we also remain true to our Guiding Principles and many of the United Nations' Sustainable Development Goals to help realize an ever-better world, where everyone is free to move.

SDGs Initiatives

SDGs goals that this project makes particular contribution to



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  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
  • Crown (Sedan type)
    Crown (Sedan type)
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