Working Toward the Mobility Society of the Future
Message from
the President
The Source of Our
Value Creation:
What Makes Us Toyota
Value Creation Story:
Working toward the Mobility
Society of the Future
Business Foundations
for Value Creation
Corporate Data
> Making Ever-better Cars > Initiatives to Achieve Carbon Neutrality
Software and Connected Initiatives > Commercial Sector Initiatives > Woven City
The Four Versions of the Crown
Let me once again introduce to you our four
versions of the new Crown.
First, the Crossover. This Crown is the
result of fusing a sedan and an SUV. Its
packaging allows for ease of entry and exit,
provides an elevated viewpoint, and makes
the vehicle easy to drive. Its driving perfor-
mance, underpinned by a new hybrid sys-
tem, marks an evolutionary advance, making
it a sedan like no other.
Photographs by Noriaki Mitsuhashi / N-RAK PHOTO AGENCY
Next, the Sport. This Crown is a new form
of sporty SUV, a spirited and creative car with
easy-to-drive packaging that offers an agile
and sporty driving experience.
Photographs by Noriaki Mitsuhashi / N-RAK PHOTO AGENCY
Third, the Sedan. As an orthodox sedan,
this Crown was developed with a focus on a
feeling of quality and comfort, as well as a
new formal expression. It is also well-suited
for use as a chauffeured vehicle.
Photographs by Noriaki Mitsuhashi/N-RAK PHOTO AGENCY
Last, the Estate. This Crown, a highly func-
tional SUV, enables users to enjoy driving
performance with power to spare as well as
an active lifestyle in a mature atmosphere.
The rear seats fold to form a completely flat
cargo area, making this model a cross
between a station wagon and an SUV.
Photographs by Noriaki Mitsuhashi/N-RAK PHOTO AGENCY
These four models are united under the
Crown name. Starting with the launch of the
Crown Crossover, we will roll them out in
succession over the next year and a half.
Two Initiatives That Made the New
Crown Possible
Developing these four models at the same
time was no easy task. What made it possi-
ble were Toyota's in-house company system
and the TNGA. We couldn't have presented
the new Crown today without them.
The first element, the in-house company
system, was introduced in 2016. Each
in-house company's members feel strongly
attached to and place the highest priority
on the cars they are in charge of. Each
company's mission is to make decisions
and act on their own initiative.
At the Mid-size Vehicle Company, we were
able to put the Crown first and foremost.
And, as president, I was able to execute the
project based on my responsibility and judg-
ment. That's what really mattered.
We had to review our previous development
process, thoroughly eliminate waste, and
secure resources. We placed responsibility
for the product planning and development
processes in the hands of a single team, pro-
moting everyone's awareness of themselves
and their colleagues as professionals and
communicating more closely than ever
before to accomplish our mission.
Next, the second element, the TNGA. In
2012, in pursuit of making ever-better cars,
we kicked off the TNGA initiative to drastically
improve basic vehicle performance through
the integrated development of innovative
vehicle platforms and powertrains. Over the
past ten years, the TNGA has matured and
evolved, enabling us to turn the Crown into a
series. TNGA-based platforms have
enhanced basic vehicle performance, includ-
ing styling that entices people at first glance,
as well as drive and ride quality that makes
people want to keep on enjoying it.
The new Crown is even more developed.
The Crown Sport, for example, offers a stylish
appearance along with interior comfort and
usability thanks to a new dedicated platform
and larger-diameter tires.
TNGA powertrains, with an emphasis on
direct and smooth performance, have
achieved both excellent driving performance
and fuel efficiency while helping lower vehi-
cles' center of gravity.
That evolution has continued. For exam-
ple, in the Crown Crossover, the engine and
front electric motor are directly connected,
and the rear wheels have a dedicated large
electric motor, achieving powerful driving
with a total output of 350 horsepower and a
robust 550 newton-meters of torque. This
model also employs a new hybrid system
that uses precise four-wheel-drive control of
vehicle posture.
The Crown has long served as the flag-
ship of the Toyota brand. We will put all of
our energy into simultaneously developing
these Crown models by applying to the full-
est our in-house company system and
TNGA, building flagship-quality vehicles for
our customers. I hope you will look forward
to them.
Japan's Underlying Strengths for
the World to Experience
To conclude the presentation, President
Toyoda spoke about what it means to him
to bring a car that represents Toyota and
Japan to the world.
I believe that the philosophy of producing hap-
piness for all has always been at the core of
the Crown. This flagship vehicle has repre-
sented Japanese success and pride, joining
together Japan's world-class technology and
skilled workforce. The new Crown is full of
these underlying strengths.
That is why, with this series, we will once
again take on the world. The new Crown will
be available in approximately 40 countries and
regions, with an expected annual sales volume
of some 200,000 units.
Nothing would make me happier than if we
could help restore vitality to Japan by making
the Crown a Japanese car loved round the
world. I sincerely want the world to know what
Japan's Crown is all about.
In closing, let me say a few words to
customers around the world. I'm so excited to
announce today that this new Crown family of
vehicles will be offered not just in Japan, but
globally, for the very first time. Customers from
around the world will now get a chance to drive
this historic Japanese nameplate born out of
passion, pride, and progress-a car that could
very well be our crowning achievement!
We hope to create a new story for Japan's
Crown with all of you.
TOYOTA MOTOR CORPORATION
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