Toyota’s Luxury Gamble: The Crown Takes on the Mid-Size Sedan Market
Toyota, long known for its reliable and value-driven vehicles, is making a bold move into the mid-size luxury sedan segment with the Crown. This car aims to deliver a level of luxury previously unseen under the Toyota badge, and it’s priced to compete directly with established players like Acura, BMW, and Mercedes-Benz. But does the Crown have what it takes to truly shake up the market?
2025 Trims and Pricing
The Crown’s 2025 lineup offers a range of trims, each with its own combination of features and price points. The starting MSRPs are:
- XLE: $41,440
- Limited: $45,950
- Nightshade: $48,765
- Platinum: $54,990
While the price might seem high compared to other Toyota models, the Crown actually undercuts many of its rivals in the luxury sedan space. For instance, the Crown undercuts the BMW 5-Series by a considerable margin.
Value and Luxury: The Platinum Trim Stays on Top
The base XLE trim offers a comfortable and well-equipped entry point into the Crown lineup. However, to truly experience the full extent of the Crown’s luxury, the Platinum trim is the way to go. This top-tier model provides premium materials, advanced technology, and the more powerful Hybrid MAX powertrain.
Interior Comfort and Technology
Interior comfort is a hallmark of luxury cars, and the Crown delivers. The interior design blends contemporary styling with elements reminiscent of Lexus models while maintaining its own identity. The Platinum model comes standard with features such as eight-way power-adjustable front seats upholstered in high-quality leather, a panoramic sunroof, and ambient lighting.
Tech features are abundant, including a large 12.3-inch infotainment screen, a 12.3-inch digital gauge cluster, and a 10-inch heads-up display in the Platinum trim. Other tech highlights include multiple USB-C charging points, wireless phone charging and onboard Wi-Fi.
Powertrain and Performance
The Crown is a hybrid-only vehicle. Most models come equipped with a 2.5-liter naturally aspirated inline-four engine paired with three electric motors. This setup provides a good balance of efficiency and performance. The Platinum trim gets the Hybrid MAX powertrain, which features a turbocharged engine for a significant boost in power. The Hybrid MAX powertrain also benefits from an automatic transmission with paddle shifters.
Performance Specifications:
Fuel Economy
Fuel economy is a strong suit for the Crown. The EPA estimates the fuel economy for the XLE, Limited, and Nightshade trims at 41 MPG combined. The Platinum trim, with the more powerful Hybrid MAX powertrain, sees a slight reduction in fuel efficiency, at 30 MPG combined.
What Might Hold It Back
Despite its many strengths, the Crown faces some challenges. One potential issue is the polarizing design of the vehicle, which some find to be too unique compared to its rivals. Additionally, the Crown sits taller than its competitors, riding on a raised suspension. This is a design choice that might appeal to a niche audience.
Another factor could be the badge itself. Luxury car buyers often have strong brand preferences. While the Crown offers high levels of comfort and technology, some buyers may still prefer a Lexus, BMW, or Mercedes-Benz.
Conclusion
Toyota has created a compelling offering in the mid-size luxury sedan market with the Crown. Its combination of competitive pricing, hybrid powertrains, and a well-appointed interior make it a noteworthy contender. Whether the Crown can overcome the brand perception challenges and win over luxury buyers remains to be seen, but it’s certainly a sign that Toyota is serious about competing in this segment.
