After 50 Years, the Toyota Crown is back, but as an SUV??

I was particularly excited when I heard I’d be driving the Toyota Crown. The Crown nameplate dates back to the mid 1950’s where it began as a mid-size luxury sedan. My father told me stories growing up of how back in the 60’s when he was a child growing up in Mauritius, wealthy businessmen would have drivers that used Toyota Crowns, as the vehicle of choice. He would occasionally muster up enough change to be able to ride in one. However for myself, the Toyota's Crown nameplate had long vanished from the U.S. (circa 1973) market by the time I was growing up, so the first time I was able to ride in one, was in Japan where many are still used as taxi’s in 2016.

But as of 2023, the Crown has made a comeback. But now not just as any sedan; but as a hybrid, designed to compete with SUVs. With a lifted stance and a sleeker body, the 2023 Toyota Crown Platinum aims to be sporty, luxurious, and practical. But does it succeed in these ambitions?

Performance and Drive

The Platinum model is the performance variant of the Crown lineup. It boasts more power, a six-speed automatic transmission, and a trim-specific adaptive suspension. All Crown models come with a hybrid all-wheel-drive system, but the Platinum stands out with its 2.4-liter turbo Hybrid Max setup, producing 104 hp more than the base powertrain. However, when compared to rivals like the Volkswagen Arteon SEL Premium AWD, the Crown Platinum lags in speed tests. Yet, for everyday driving, the Crown offers a robust performance, especially in its Sport+ mode, which provides a confident and neutral driving experience.

Design and Comfort

The Crown Platinum's design is unique, combining the aesthetics of a sedan with the feel of an SUV. Inside, the car offers ample space, with more headroom and legroom than some of its competitors. The interior materials are of high quality, with the Platinum trim featuring standard leather. The 12.3-inch digital gauge cluster and central touchscreen are appropriately sized for the interior, and the vertical phone charger in the center console is a thoughtful touch.

Fuel Efficiency and Practicality

One of the main selling points of the Crown is its fuel efficiency. While the Platinum model isn't the most efficient in the Crown lineup, it still leads its class in fuel economy. The car's spacious design, combined with features like a heated steering wheel, rear seats, and an 11-speaker JBL premium sound system, make it a comfortable and practical choice for daily use.

Conclusion

The 2023 Toyota Crown Platinum is a unique offering in the market, blending the characteristics of a sedan with the advantages of an SUV. While it might not be the sportiest or the most luxurious car in its price range, it offers a distinctive look, impressive fuel efficiency, and a comfortable ride. The real question remains: Will sedan enthusiasts and potential SUV buyers be drawn to the Crown's unique proposition?