I don’t quite remember the first time I ever saw a Toyota Cressida, but I do remember noticing it. Not a common feat for a Toyota with me. When it came to Corollas, Coronas, Mark IIs and Crowns, they were just part of the traffic. None were too outstanding to call my attention in any way, for better or worse. Other than the Celica, it was hard to think of any vehicle in the brand’s lineup that my eyes gravitated to.
Yet, when the Cressida appeared, it was a car that I noticed. Not that I was blown away, as my kiddie mind craved nothing but sporty cars. But I did admit the car had a certain presence, and it was clear it had a different mission than the rest of the company’s lineup.
Which was of course the point. An ‘accessible luxury’ type of car, which is kind of an oxymoron, but a concept that makes sense to a lot of folks. And the Cressida spoke that language well, arriving ready to take over the ‘luxury’ role at Toyota’s showrooms.
Not above the Crown, mind you, but that model had always been too starchy for most of the world. By the mid’70s, the Crown had receded from the US and was selling in ever-diminishing numbers elsewhere. To remedy that situation, the Cressida arrived with enough luxo-cues to lure the general public. And it pretty much succeeded in that mission, with the model becoming fairly common in rather quick fashion.
For some reason or another, we have never featured a Cressida sedan at CC before. A couple of broughamy wagons have been covered but the sedan rarely appears, even at the Cohort. Somewhat of an odd thing, considering sedans must have sold in higher numbers. But such is the arbitrary process of automotive extinction.
So I’m glad this fairly intact sample appeared in San Salvador, in ’70s correct gold, to cover that curious omission. And with the missing hubcaps, it is a perfect curbside-y one to feature.
However, long-time readers know that technically speaking, we have already featured a non-wagon Cressida sedan. A JDM model, going by its native Corona Mark II name (hardtop shown above), and covered by Tatra87 a couple of years ago.
Indeed, the Cressida was a third gen. Corona Mark II. Kinda odd to realize at an older age that a model you thought dead survived far longer in other markets. Sort of like discovering Captain America didn’t really die when his car drove off a cliff just as the commercial break occurred.
Still, the point is that by the time the Cressida arrived, Toyota had been slowly learning the whole concept of luxury for the masses.
It had all started, wrongly, with the Toyopet Crown back in 1958. Toyota’s top model arrived in the US in Deluxe trim, wrongly prepped for the North American market and selling in miserable numbers. Its ‘luxurious foam rubber comfort’ failing to impress Americans.
While the Crown remained as Toyota’s top dog in Japan, the company figured it would jump to the common-man market with the Publica. A utilitarian cheap car that fell flat with Japanese buyers. It turned out the common man didn’t want to buy cars solely on the matter of price.
Instead, the Publica rose in sales as the model gained better trim and accessories. Thus, Toyota discovered buyers enjoyed acquiring cars that offered a bit more of ‘something.’ Be it a bit more quality, luxury, or sportiness, buyers happily put effort into purchasing anything but the cheap-cheap car. And while I know it’s a stretch, it was Toyota discovering –to a point– the Iacocca method.
As such, instead of jumping head-on into the upper echelons, the company carried on a process of cautious progress. And with its subsequent models, the Corona and the Corolla, the luxury trimmings and sporty versions piled on slowly, opening new venues of acceptance. As much as the markets allowed.
First generation, 1968-72 Corona Mark II.
The Corona Mark II had done its trick in propelling the Corona upmarket, finding enough affluent buyers… in the economy class, of course. But still, outside of Japan, the model wasn’t the seller company expected. A new approach was needed.
First to go, was the moniker. Japanese buyers didn’t mind the model’s name, as they were accustomed to an array of dealers and sub-brands that are perplexing elsewhere. But for anyone else, the Corona Mark II was probably a bit of a mouthful. Was it a Corona? Or a Mark II? Or a Corona Mark II?
And why II? Had there ever been a number I?
But there wasn’t just a moniker change with the car. As Tatra87 has covered before, there was real substance underneath. With Japanese buyers becoming more affluent by the 1970s, Toyota placed much effort into making their third-generation Mark II/Cressida a far more modern offering. The JDM range for these Mark II/Cressida’s was wide, and top models carried 4-wheel disc brakes, semi-trailing IRS, and a multitude of engines. From 1.8L, 2.0L 4 cyl., to 2.0L and 2.6L inline sixes.
And unlike the Crown, the new Mark II/Cressida carried a ‘personal luxury car’ spirit in its packaging, along with the luxo-trimmings expected of the segment.
Of course, regardless of the underlying hardware, the car’s styling was its main attraction. And the Cressida’s design had all the proper luxo-cues to lure buyers with such desires.
According to Japanese sites, the model’s design takes after classic Jaguars. Meanwhile, the styling comparisons were to Brougham in our previous Cressida wagon posts. A notion I’m not inclined to dismiss since the Di-noc in those wagons was clearly very brougham-y.
But figuring out where Brougham and Euro cues begin and end is impossible to prove, as they both feed from each other. An exercise in futility that as useless as it is, is nonetheless a fun one. After all, the Brougham grandfathers didn’t shy away from Euro comparisons. The LTD was ‘as silent as a Rolls-Royce,’ and the ’69 Lincoln Mark III blatantly stole Crewe’s radiator. Meanwhile, the ’70 Pontiac took from Jaguars as well, with rather questionable results.
So, is the Cressida’s face Jaguar-derived? Or Cordoba-Jaguar-Cordoba derived? Could there be some Monte Carlo in there as well?
And are those simulated fender hips Jaguar-inspired, as Japanese sites claim? Or are they more Monte Carlo-Rolls-Royce influences?
How to know? And does it even matter?
Ultimately, as far as product planners are concerned, it’s a matter of whether the public buys into the idea or not. And from the looks of things, Cressida buyers bought into the car’s Brougham-Euro/Euro-Brougham concept.
Yet, this is indeed a period where much is said about Japanese cars having derivative styling. Which is true. But well, truly original doesn’t exist anywhere, when looked upon closely.
The main issue is, once all influences and references have gone into its creation, whether a design feels cohesive or not. Something easier said than done, as many sorry-looking Datsuns from the 1970s prove. What I’ll say is that by the late ’70s, Toyota designs were feeling very much their own, in a fairly successful way.
Do the bits and pieces say Jaguar, Cordoba, Monte Carlo, and whatnot? Of course they do. But nothing looks really out of place either, or outlandish.
Sharp eyes have probably picked up that I’ve featured two Cressidas in this post. Here’s the second one, a wagon of all things. Yet more evidence of the curious survival rate of Cressida wagons over the sedans.
Without the Di-noc of our previous finds, this wagon feels far less brougham-y. Not that it looks Jaguar-esque either. Probably because I don’t recall ever seeing a Jaguar wagon; at least not until their Ford era.
Talking about Euro influences, the Cressida’s interior certainly was closer to those. As fuzzy as this image is, you won’t mistake those instruments for those of a 1970s Lincoln. And in case you wonder, these were less optioned out in Central America than in Japan or the US, with the 1.8L and 2.0L 4 cyl. engines being the car’s sole powerplants in the region, and most being manuals.
In the end, I was very glad to come across this old Cressida sedan. Sitting in this gold hue by the curbside near dusk, the car brought a few good memories from childhood. Also, these Cressidas are a reminder of the progressive lessons in marketing positioning that Toyota was getting quite adept at. A model that served as a stepping stone towards a future where the idea of Toyota as a purveyor of luxury vehicles would not sound rare anymore… as long as it carried a different moniker.
Related CC reading:
Curbside Classic: 1978 Toyota Cressida Wagon – I Love What You Do For Me, Mini-Cordoba Wagon
CC Capsule: 1978 Toyota Corona Mark II (X30) GL 2000 – Out In The Open
CC Outtake: Toyota Cressida Wagon – From Brougham-Style To Bosozoku-Style
What a great find! And you have even managed to duplicate that specialty of Oregon-sourced CCs in finding a car missing the interior trim panel for the driver’s door.
You have set me to thinking – just when did I first start paying attention to Japanese cars? Because I have no impression of this car from when it was new. I remember the first wave of Coronas and Datsuns in the US in the mid to late 1960s, but as changes occurred I stopped following them. Of course, I lived in an area of the midwestern US where domestic cars still ruled. I think it was probably around 1980 or so when a friend took me into a Toyota dealer when they were closed on a Sunday, and we marveled at the quality of the paint jobs on even the cheapest cars. But I do not remember seeing Cressidas there, through they surely were.
One other note on styling – this is a stretch, but when I squint a bit, I see some Mercury Cougar influence in the overall shape, at least in that front 3/4 view. The round wheelhouses and distinct lower body sculpting remind me of the original 67-68 Cougar, and the downward sloping character line reminds me of the 69-70.
The original Cressida was the territory of US Toyota dealership principals and their spouses. It was weird looking and expensive, but it was fancier than the economy cars that paid the bills. Toyota quickly found its footing and created a Cressida that still was expensive, but was pleasant looking and radiated quality. The Cressida actually was kinda trendy among the Volvo owning gentry until the Camry and Avalon broke the market open.
What “original Cressida”? This is the first generation of the Cressida. Or are you referring to the Crown? Or the Mark II? Or?
Before pandemic, I still saw a Cressida at this vintage parked in Dyker Heights of Brooklyn with no major rust on the body. Again it is another long lasting Toyota. What more amazing is that car was a automatic transmission vehicle. Surviving NYC roads is not a easy task.
Reminds me a little of a 3/4 scale Buick Colonnade.
These were stigmatized early for me due to a friend’s dad who owned one of the rare Toyota lemons–a late 70s Cressida that was constantly in the shop. It was the family’s first Japanese car and he’d bought it precisely because its luxury appointments felt more American than other models.
He finally “accidentally” parked it in an area that flooded during high tide and the insurance company totaled it for him. I think they got a Chevy after that.
Great find and essay! The smaller bumpers really do wonders for its looks, and it’s a decent looking car in any form. That two-door version that Tatra87 covered, the Corona Mark II, looks just like an alt-world, 7/8-scale Monte Carlo. “Euro-Brougham” fits well.
A buddy had one of these. He took it to Boston for several years for work and it started to rust like crazy. He sold it for a pickup truck when he return to the south.
A descendant was possibly the best car I’ve ever owned, a 1987 Cressida, black with blood red leather. Same Inline-6 as a Supra (which I also owned back then). Just a fantastic car in every way.
I haven’t seen one of these in a long time. But there’s a handful of the two later generations in my town. Including one whose teenage driver rear-ended our Prius about ten years ago. When I talked to the insurance company I had to spell Cressida – the claims rep had never heard of it. In the late ‘80’s I briefly used a real estate agent in San Jose, California, who drove a manual trans Cressida.
These were very nice cars, but expensive in comparison to what you’d normally expect to pay for a Toyota. However, by shipping over Cressidas, the US market was primed for the first generation of Camry. So – the Cressida did its job very well.
There is a lot to like in these cars, but they were too narrow inside, and rusted like nobody’s business.
The styling is one issue, but it’s the proportions that really jar me with these. They absolutely look like a longer front end was grafted on, just like Nissan did with its 810, an extended nose Bluebird to make room for the longer six cylinder engine.
It has always surprised me to see that the four cylinder versions of this Cressida/MkII does not have a shorter nose, which would undoubtedly result in a better proportioned vehicle.
I keep thinking that this body shell must have been built with a shorter nose for taxi purposes or such. This long nose just looks too stretched and out of proportion to the rest of the body.
Maybe someone could do a photoshop of the third picture (profile) with a suitably shorter nose?
Is this about the right amount shorter?
Yes; Bingo!
And here they are both; six cylinder on top; four cylinder below.
which makes it even more like a 70s take on a Morris Oxford or Wolseley 4-60 to Wolseley 6-99.
In 1978, my Dad was working for the local Chev-Olds emporium when a neighbour bought one of these, a 4 door sedan. Dad went over to admire the car one day and came back shaking his head. “very nice car” he said, “but you could get a nice Cutlass Supreme for that kind of money”. Kind of ironic as things turned out.
I think this car was sort of the vanguard for what was to come. 7 or 8 years later relatively expensive well appointed Japanese sedans were everywhere, Dad had moved on to a different career and Oldsmobile was yesterday’s news and in deep trouble.
And the neighbour’s Cressida? Their daughter was still driving it in ’92 when my folks moved out of the neighbourhood…
Any Cressida I see in my area has been snapped up by the drifter crowd and has been mutilated with coffee can exhaust pipes, home made fender flares made from roof flashing or simply beaten out of the stock fender with a hammer and wheels with ridiculous offsets and tires that look like they could pop off the bead at any second. They all look like they have had the living crap beat out of them.
Did Toyota ever offer a ‘Troilus’ option on the Cressida?
Admittedly, I’m kind of a strange duck when it comes to the older cars (any maybe even the newer ones??) that I like. My first car was a 1979 hand-me-down Toyota Corolla Deluxe Liftback in silver with black vinyl interior that would get rock had in those cold mid-west winders. None the less, it was my first car. In 1985 my dad and I went to purchase it’s replacement at a Renault/VW dealership. It was going to be my car, but the sales guy wouldn’t even look at me let alone ask me questions. So I walked across the street to the Chevy store and found the new Cavaliers to be nicer. I went back, got my dad and we went to the Chevy store and ordered a better equipped Cavalier sedan (CS model) for less than the Renault Alliance. I wanted the sportier 2 door, but dad won that battle and we ordered the sedan. It was a fantastic car.
Anyhow, in that same time frame, I also liked the Cressida a lot. However, it was just too expensive for me and dad couldn’t see the reason it would be so much more than the Renault or Chevy. I loved the very plush seats and woodgrain in the Cressida. Another car I liked in that same period was the Datsun Maxima. But my favorite was still the Cressida.
Once in a while I still do a nationwide search for that elusive low miles, mint condition 1980 to 1988 (ish) Cressida that I just can’t live without. Never seem to find it, but that’s ok because my garage is full with my 1986 Seville and 1988 Cimarron now.
THey toned down the MK2 Corona styling the previous model aped the Celica with some cool detailing around the cars, I owned a sedan 74 with 4M 2.6 and auto but had a 73 hardtop 5 speed parts car it was an overinflated Celica to look at, both cars had a 4cylinder option, my hardtop had a 2M 2.2L 6 cylinder but various parts fitted the 4M engine same powertrains as the Crowns
I didn’t think these good looking when new but they have aged very well .
-Nate
That is exactly what I thougt then and think today.
For me the one VanillaDude presented above. That light shade of grey-green fits perfectly. And – gimme a green velours upholstery, please !
I really admire the side-view mirror placememt on the cars in this article!
I’m seriously thinking of have a pair retrofitted onto my existing car or my next one.
No more turning my head to see in the door-mounted mirrors, which takes my focus
off what is in front of me.
Go ahead, state all the reasons why it’s “not a good idea” why “I’m wrong”, etc. etc.
I’ll just invoke Philipians 4:13!
It’s interesting that these are as close to a traditional american car as Toyota got (well until the Tundra maybe.) Because these didn’t sell that well, and it didn’t have much in the way of competition from Japan. Part of it is that the big rear wheel drive market here was older and more conservative, a group that still felt loyal to American cars, and some of whom maybe still harbored feelings over WWII. These also fell into a weird space size wise as they were too big for economy too small for American Full Size. And they were pricey.