Are Toyota Crowns sold in the USA?
Yes. The Crown name has appeared in the U.S. market twice: briefly as the Toyopet Crown in the late 1950s and early 1960s, and more recently as the modern Toyota Crown introduced for the 2023 model year.
Historical context: The Toyopet Crown in the United States
The first Toyota Crown to reach American shores did so under the Toyopet banner, not as a Toyota-branded model. Debuting in the late 1950s, the Toyopet Crown was part of Toyota’s early push into the U.S. market but struggled with branding, quality perceptions, and dealer network limitations. Sales were limited and the model faded from the U.S. lineup as Toyota regrouped around the Toyota badge and broader product strategy in the 1960s.
Origins and branding
In the United States, early Toyopet cars—including the Crown—were sold under the Toyopet name, which created branding confusion with Toyota’s later U.S. identity. This period underscored the challenges of importing, marketing, and supporting foreign-brand vehicles in a rapidly evolving American market.
Key facts about the Toyopet Crown era:
- Introduction and branding: The Crown appeared in the U.S. market as the Toyopet Crown starting in the late 1950s.
- Market reception: The model faced mixed reception due to quality perceptions, dealer support, and branding confusion with the Toyopet name.
- Sales trajectory: U.S. sales were limited and did not sustain a lasting Crown presence.
- Legacy: The Crown name faded from U.S. showrooms as Toyota aligned its branding with the Toyota name in the following decades.
The era left a historical footnote about branding and market fit, informing how Toyota approached the U.S. market in later years.
Modern Crown in the United States
After a long absence, Toyota reintroduced the Crown to the U.S. lineup for the 2023 model year. Marketed as a distinct, premium hybrid model that sits above the Camry in the lineup, the modern Crown marks a renewed, targeted effort to offer a different kind of Toyota product for American buyers.
Overview of the modern Crown
The current Crown in the U.S. is designed as a standalone model rather than a Camry variant. It emphasizes luxury comfort, advanced powertrain technology, and a unique design language intended to set it apart in a crowded midsize segment. Availability has been limited to a subset of Toyota dealerships, reflecting its role as a niche offering within the broader lineup.
Before the list
- Introduction to the U.S. market: The modern Toyota Crown arrived for the 2023 model year, reintroducing the Crown name in the United States after decades.
- Positioning: It is a dedicated Crown model, not a Camry variant, designed to offer premium features and a distinctive design.
- Powertrain: The Crown uses a hybrid-focused setup with a turbocharged engine paired with electric motors, delivering a balance of performance and efficiency.
- Dealer network and availability: It is sold through a limited number of Toyota dealers, reflecting its premium positioning and targeted market approach.
- Reception and market role: The model has drawn attention for its styling and technology, representing Toyota’s experiment with a separate, niche flagship in the U.S. market.
In summary, the modern Crown's U.S. presence continues to be limited but ongoing, illustrating Toyota’s willingness to offer region-specific models that diverge from mainstream compact and midsize sedans.
Summary
Historically, Toyota Crowns were sold in the United States only briefly as the Toyopet Crown during the late 1950s and early 1960s, before disappearing from the U.S. market. In recent years, Toyota reintroduced a modern Crown for the 2023 model year, bringing a distinct, premium hybrid model to American buyers. The two eras reflect distinct eras of Toyota’s branding and market strategy in the United States, with the Crown name now serving as a niche, upper-tier offering rather than a mass-market sedan.
