I ran into this shot by accident, but it reminds me that although the Crown bombed out here twice before, Toyota is bringing it back again, right now. Will the third time be the charm? Hmm.
The first attempt with selling the Crown in the US was poor judgment, inasmuch as Americans were gaga about cheap, small imports at the time, and the Crown was too big, heavy, slow and expensive. Its $2187 sticker was about the same as a low end ’58 Chevy, and for a 60 hp four cylinder from a country (and brand) that had not yet established any reputation for cars, that was not going to fly.
Toyota had to retrench (and change the brand name to Toyota) with Land Cruisers and then the Corona before it found traction in the US.
The quite attractively-styled S40 Crown made it back into Toyota’s US lineup sometime in 1965, but it was a rare bird here.
The S50 (1967-1971) was the closest thing to success that Toyota had with the Crown in the US. It was not an easy sell, as many prospective buyers couldn’t see the value proposition, which was so obvious with a Corolla. It just didn’t have the cachet of a Volvo or Peugeot, so it mainly sold to early Toyota cognoscenti, whose numbers were increasing rapidly in the West Coast, and who appreciated its excellent quality and reliability.
But the controversial styling of its successor (S60) quickly killed any momentum the Crown was starting to make, and the storied Crown was discontinued in 1971 after a very short run here.
Of course Toyota eventually offered ever-more popular larger sedans here, especially in the form of the Avalon, which was discontinued last year, and is now set to be replaced by the new Crown.
Curiously, the new Crown sports a horizontal motif across the top of its front end that all-too obviously echoes the one on the ill-fated S60. Now that’s an interesting choice. And of course, it’s really a crossover sedan, as it sits tall and sports the obligatory black wheel-well extensions.
The base powertrain is the familiar hybrid setup consisting of the 2.5 L four teamed with Toyota’s Hybrid Synergy Drive (eCVT). Its combined EPA rating is 41 mpg. For those wanting something a bit brisker, there’s Toyota’s “Hybrid Max” system that teams a turbocharged 2.4 L four with an electric motor and a six speed transmission. Now that’s a bit different, for Toyota. Power is 340 hp, and it’s brisk, but fuel economy drops to 39 mpg combined.
The initial reviews have some mixed feelings; apparently there’s a few ergonomic oddities and a back seat that doesn’t seat three all that well. Prices start at $41,045 plus $1,095 destination charge.
Will this be the new senior citizen sedan of choice, like the Avalon, which was a better Buick? We shall see.
I’m still surprised to see that stylistic tribute to the ill-fated S60, but no one else in the media seems to have picked up on it.
After surviving a huge fire in my restoration shop, I relocated the shop to a former car dealership located in Poplar Springs, MD. Located in a shed at the back of the main building, sat 4 cars belonging to the property owner; a 1955 Mercury 2-door hardtop, two Toyota Coronas, and a larger Toyota Crown, like the red one in the Golden Gate photo. Also out back in a weed-filled lot sat an old Toyota Stout pickup truck.
It turned out the location, in “the middle of nowhere” farm country, was said to be the first Toyota dealership east of the Mississippi river. It had been a DeSoto dealership, but when that make stopped, the place was sold, and began selling Toyotas until they moved into a more modern facility in the 1970s. The property became a Toyota junkyard until the early 1990s.
I retired in 2001 and closed the shop. The property was purchased by a landscaping company, and the cars vanished.
Not a fan of the two tone paint job. The black hood makes it look like it was in an accident and the owner replaced the hood but never bothered to paint it to match.
The roof line looks strongly reminiscent of a Tesla. The front end could use a little less grille, but doesn’t look that offensive compared to many of its peers. With some minor tweaks, this car could be very attractive.
I bet this picture was taken in September 1957 when Toyota shipped its first three cars to the US. Those cars were unloaded in San Francisco (off of a passenger ship) and then driven down to Los Angeles, which was to be Toyota’s first US market.
The photo below shows one of those three cars being loaded onto the dock
I don’t see the point of the new Crown. Seems like a Camry is as big a sedan as anyone would want or need anymore. If someone wants a step up from a loaded Camry, they could get an ES.
It certainly won’t win on looks (but I could be wrong). Not a fan of the faux-hatchback either. The Toyota Cutlass Crown Aerodeck.
@Corey:
“It certainly won’t win on looks (but I could be wrong)”.
This hasn’t stopped the many others from buying some rather homely Toyota’s.
This is looking like a Camry replacement. It is priced right at the Camry target. As an SUV Camry, it looks like another scoop of what has been showing up from Japanese makes for the past five years, nothing more. I suspect the average age of a Camry owner to be a problem for Toyota, as is sedans in general. I think we’re seeing the new Camry for the under 60 crowd.
There are so many vehicles like this on the road, but then, what made the Camry special was never its looks. It was a high quality, good value sedan – a Japanese Cutlass.
I distrust any car using as much black as this. The design must not be optimal without it. The entire rear end design is blacked out. That black hood is hiding heft. Cars with this much black are doing the auto equivalent of wearing an untucked shirt covering a beer belly. Now – the Camry is also wearing a lot of black, so there is some design consistency, but not this much.
Finally thoughts: I am not a fan of this Pokemon design coming out of Japan. They owe 1958 Detroit an apology for their attempts to hide a dull design behind a lot of surface bling. I suppose Japan is not a fan of the SUV/CUV design – and are trying to hide chunk and heft behind these visual gewgaws. The overall look of these new imports seems to be based on video game characters, mascots and furries. These are very dishonest designs, in that if they were produced in one solid white – we’d see lots of beer bellies hiding behind untucked shirts and baggy pants.
I can’t disagree with any of this. To me it just looks “cheap”. It’s got so many variations in color and texture that it almost looks like a typical ’90’s “Ricer”. Come to think of it, most of those folks are pushing 50 by now, so maybe that’s exactly the target audience. To me it just lacks good taste.
I was in traffic this morning next to a new Genesis G90, which I thought was a very tasteful, elegant design in comparison to much of what I’m seeing lately. Of course it stickers for more than twice the Crown, but it just goes to show that good taste isn’t completely out of fashion, it just takes 6-figures to afford it.
“Will this be the new senior citizen sedan of choice, like the Avalon, which was a better Buick? We shall see.”
Well if being just over 65 makes me a senior citizen target then I don’t like it. I just don’t like any car that seems to be channeling the Transformer lite look. Why should I since that is not the look I grew up with.
Liked the old picture of the Golden Gate Bridge as I recognize the spot it was taken from. I have taken many a shot from that exact spot only at the edge or slightly down the slope from that bluff.
Like I’ve said before, not a huge fan of current Japanese brands and especially Toyota. But I like the older ones that were simple and seemed to have uncluttered looks. That little red one in the first picture by the GGB is a gorgeous car.
The “crying geisha” and “wannabe Transformer” looks don’t cut it with me, either. Case in point: that $1.39 expanded plastic grille. UG LEE!!
Toyota’s fondness for the “slim eyebrow grille over main grille” look started with the 1968 HiLux truck.
Saw this Crown several years ago sitting in front of a Toyota dealer, either a former Japanese taxi or a clone of one (note the RHD)
I think it’s high time for a new look in car design. That messy transformer look has hung around too long. I’d much rather have the S60.
Back at you Peter… Simply amazing workmanship, choice of cars you select to build, and the colour combinations you choose. Love your work! I always appreciate your willingness, to share your work here.
I occasionally render pencil illustrations, and I thoroughly enjoy and respect, your attention to detail. From one artist to another.
*KITTY!*
Peter and Daniel, Both of your creations here are extraordinary. As someone who is entirely lacking in artistic creativity, I wish I had just a fraction of your talent!
Thanks very much Eric and Daniel. Unfortunately, hand-rendered illustration is under siege. There are Photoshop filters that can create the effect of water colour painting or pencil illustration quite well, at a fraction of the cost and time. The Bobcat illustration took me roughly 18 hours to create. A Photoshop filter can be applied to a photograph, and achieve faux pencil drawing effects that are acceptable as prints to many (most?) clients/consumers. In a matter of seconds or minutes.
The AI renderings that Tom Halter creates and displays here, would have been painstakingly hand-drawn or painted in the past. As one art form is lost, new ones step up. Much like synthesizers changed music creation in the late 1970s. Hand-rendered illustration is becoming more a niche.
Thank you Daniel M. and Eric.
And Daniel M., I love that bobcat – amazing!
I have been building for over fifty years now, so have had plenty of practice. The S60 hardtop I built way way back when it was a new car!
My subjects reflect my broad automotive interests. Being Australian, I have no ‘home team to barrack for’ when it comes to models, so I build Japanese, American and European kits. Whatever takes my fancy. And sometimes things that don’t.
As to colours, I might have inherited a sense of colour from my mother, who was an artist and photo retoucher/colourist. Plus I used to draw all the time when I was a kid, then repainted Matchbox cars, then Airfix models before moving on the the bigger 1/24-1/25 cars.
For the detail work, I’m extremely shortsighted. Cataracts are starting to be a problem though.
I’ll leave you with an S210 Crown from about 2010. More colourful than my S60!
Absolutely beautiful work Peter. Thank you very much for sharing some of your background. You have very rare talents and skills. I admire your dedication to such a high standard. Inspiring to others, including myself. I always enjoy your critiques, and points of view here. I’m not surprised by your mom’s background, likely influencing you. Nice, that you have a creative outlet that you love.
I know your work can be hard on your eyes. I sometimes use a magnifying glass on a stand, with a gooseneck, for fine details. I do hope you can keep doing this for many years to come. And sharing your work here. Thank you!
Thank you, Daniel.
My daughter picked up the drawing side of the artistic skills, and has done some privately published work as an illustrator. But she found, like you said, everything’s computerized nowadays, and people aren’t willing to wait, so now she just draws for fun or for family and friends. She’d go nuts if I showed you her work. And my son’s into modelling too – scratchbuilding HO scale locos and track maintenance equipment (he’s a loco maintainer).
Have another Crown, this time an S180 with a few mods. 🙂
Another stunning model, in a very attractive combination. I really like the way you can turn the front wheels, and pose the car. Nice work! Great, that you are passing on your love for the hobby, to your son.
Yes, artificial intelligence and photo editing programs, are making it harder for illustrators. A web developer friend of mine, is also feeling the squeeze from companies like Squarespace and Wix, as they offer full e-commerce site templates to anyone, at very reasonable monthly prices.
Thank you for sharing all your beautiful workmanship!
This will be the new taxicab of choice in Japan and high-income Southeast Asia markets:
The Crown is about 4 inches taller than either the Avalon or the Camry. But in length, width and wheelbase, it’s less than an inch different. Also, all the height is in the body, not with added ground clearance. The Crown has just 0.5 inch more air between the rockers and the road. So although it has a roofline like an SUV…
AutoBlog | 25 Oct 2022
Crown is yesterday vehicle. It had its golden day in Asian market. In my view the best one is S133 built around mid1990s. But with surge and down market of Mercedes, BMW and Audi around 1990s, Crown and other Japanese premium sedan just could not complete. Two closest vehicles we saw in North American, Lexus GS and Infiniti M45, have not been very popular — GS is loosely related to the previous version of Crown. So I don’t think the new Crown will be a top seller.