Toyota Crown's Persona Pushes Brand Into Near-Lexus Territory

Toyota is reshaping its mid-size sedan pitch with the Crown, a new model that blends a near-Lexus character with mainstream Toyota packaging. Reintroduced for 2022 after a half-century absence, the Crown is positioned against luxury competitors such as the Lexus ES, featuring a spacious interior, premium materials, and straightforward controls. Pricing ranges from under $43,000 to $56,000 across four versions, with standard all-wheel drive and a hybrid powertrain. The top Platinum trim uses the 340-horsepower Hybrid Max system—turbo 2.4-liter plus two electric motors—while the other models use a 236-horsepower setup. Suspension tuning targets a relaxed, crossover-like ride feel.