Have you heard of the Toyota Crown? Well, if you’ve been around awhile, you might remember that the Crown was the first Japanese car to hit American shores in 1958. While the name disappeared here in 1972, it’s been a steadfast seller in other parts of the world – in fact this current model is the 15th generation!
So, it’s pretty darn exciting that Toyota has decided to bring back the name in an all-new flagship sedan for the US market. So, does it deserve the right to wear that crown? Let’s find out.
Real Presence
First impressions are awesome. This is a stunning design, and it looks big, bold and proud.
The front is extremely aggressive, with a massive, blacked-out lower mesh grille that looks like a large shark ready to put a bite on traffic in its way. Slim quad-LED projector headlights peer out under a lowered brow. It looks mean!
The profile looks sporty and rugged, with a raised ride height that hints at a tall sedan that’s bordering on crossover ride height. Adding to that off road vibe are blacked-out wheel trim and side panels. The roofline is tight and swept back giving off a very sporty vibe, and our favorite part of the look are the optional, massive 21-inch, 10-spoke machined-finish alloy wheels that give real presence.
The rear is interesting too. While the Toyota logo is prominent, with CROWN spelled out in big block letters, we got mixed reviews on the back. Some thought it looked very Buick-like, others felt it had a Mercedes vibe. We will say it’s a clean design and the slender horizontal LED light that spans the width of the vehicle looks sleek and premium. Really helping our Crown pop was the vibrant Supersonic Red paint. Bold indeed!
Real Luxury
Inside, the premium experience is hammered home. The first thing you notice is the higher step-in than traditional sedans – kind of in between sedan and crossover. It actually makes for a nice entry – none of that feeling of plopping down into the car.
The seats are super comfortable too, with standard 8-way power adjustable leather seats that are full-size and supportive. On our tester, heated and cooled as well. Nice. Picking up on the latest Toyota design theme, there’s a strong horizontal line that spans the dash and gives a real impression of width.
A full center console defines the driver’s space, and you sit with a nice chunky leather-wrapped steering wheel, teamed with a stubby shift lever. Yay! No pushbutton automatics here. A 12.3-inch digital display looks modern and clean with dual circular gauges, including a speedo on the right and a hybrid mode readout on the left. There’s also loads of information in the center of the display – everything feels logically laid out, and there’s very little time to get acclimated.
On the center of the dash is another 12.3-inch wide-screen display. It’s a separate touchscreen, where some competitors are combining them to create a seamless display. Still, it looks handsome, and we love that Toyota was nice enough to include a volume knob. It’s a modern setup too, with wireless charging, Apple CarPlay and Android Auto, as well as Wi-Fi and USB-C ports.
Underneath the display you have simple-to-use climate controls, and we appreciate that you don’t have to dive into the info-tainment display to make yourself comfortable. The wireless charger is unique – it looks almost like a cupholder, and you just vertically drop in your phone, and it starts charging.
While we enjoy riding up front, rear passenger room is spacious, and heated seats are a nice touch. And thanks to the overall large size, we found the trunk spacious as well.
Real Efficiency
Depending on model you have a choice of two hybrid powertrains. Our Limited model gets the standard 2.5-liter, four-cylinder engine with an electric motor on the rear axle for an impressive total 340 horsepower. A more powerful, but less efficient turbo model is also offered. All models feature standard all-wheel drive. While we’re not usually fans of CVT transmissions, with the hybrid’s tons-of-torque and smooth operation it suits the luxury vibe of the big sedan.
Plenty of pep doesn’t come at the cost of efficiency – there’s a combined EPA rating of 41 mpg, which is pretty phenomenal for something this large!
The Crown serves up a regal ride as well, with comfort at a premium and the big Toyota is whisper quiet at speed, and a supple controlled ride that makes trips of any distance a pleasure. The steering is nicely weighted, and it’s an easy car to maneuver around town. And with standard AWD, and the Toyota Safety Sense 3.0 suite of driver aids, you feel confident and well looked after.
Real Value
Replacing the Toyota flagship Avalon, the Crown certainly carries a premium price tag, but that doesn’t stop it from being a strong buy. You can get into a Crown XLE for $40,350. For a large luxurious sedan that tops 40 mpg, that’s impressive value.
Our middle-of-the-lineup Limited started at $45,650. Adding in the Advanced Technology Package bring those gorgeous 21-inch alloy wheels, Panoramic View Monitor and a slew of driver assist goodies like Lane Change Assist, Front Cross Traffic Alert, Traffic Jam Assist and Remote Connect with Digital Key Capability – good value for $3,570. Add in $425 for Supersonic Red paint, and $1,095 for Destination, and we rang the bell at $50,740.
Competition is a bit of challenge – both the Nissan Maxima $45,545, and VW Arteon $51,865 were discontinued for 2024. The market for big sedans is tough treading with SUVs being so popular. We’d still take a look at the Acura TLX, at $51,795. It leans more towards sport than luxury, but it is a fine large premium sedan as well.
Stunning looks, loads of luxury and impressive efficiency, the 2024 Toyota Crown offers a royal experience at a very affordable price!
Ben Lewis grew up in Chicago, and after spending his formative years driving sideways in the winter – often intentionally – moved to sunny Southern California. He now enjoys sunny weather year-round — whether it is autocross driving, aerobatics, and learning to surf.