Toyota's Revolutionary Stride in Crafting the Groundbreaking Design of Crown Sport
The Crown Sport, Toyota's flagship model, has emerged as a result of a rapid and innovative development process. With significant customer expectations riding on this new vehicle, the mindset of innovation and challenge was instrumental in its creation.
The development process of the Crown Sport involved significant challenges and innovation. The team aimed to overturn established ideas of the Crown, transforming it into an exhilarating car that impresses customers visually, during driving, and while riding.
One of the primary challenges was creating a unique market position for the Crown Sport. Toyota needed to differentiate it within their existing SUV lineup, such as the Highlander and Lexus models, while balancing hybrid efficiency with luxury and sportiness.
Crafting a clear identity for the Crown Sport was difficult, especially since it had to compete with established models. To address this, Toyota introduced mid-tier trims like the Hybrid and Hybrid MAX to create a clearer price hierarchy and better cater to different buyer segments.
Another engineering challenge was reducing engine noise and enhancing the perceived refinement of the vehicle. This was achieved through software updates and improved cabin insulation.
The Crown Sport's design and performance were influenced by the goal to "wow" customers. Achieving this balance required innovative design and engineering to combine elegance, quiet comfort, and sporty handling.
The project team's efforts to innovate and challenge traditional Crown concepts are traced over two articles in Toyota Times. The articles detail how the team aimed to create a sporty, premium-feeling SUV without excess bulk, targeting the "just-right" size niche, larger than a compact RAV4 but smaller than a three-row Highlander.
The development team was led by Yuji Honma, who guided the team with the spirit of "innovation and challenge" passed down from successive Crown chief engineers. Key aspects of the Crown Sport's development include the design of the rear fenders, the asymmetric interior, and the agile driving performance.
In February 2020, then-President Akio Toyoda suggested a full redesign for the Crown instead of a partial update. Akio Toyoda questioned whether the proposed partial update would result in evolution. Following this suggestion, the development of the Crown Sport proceeded at breakneck speed, taking an ultra-fast 21 months, compared to the usual four years for car development.
The Crown Sport is now available in four body variations, with the Crossover being one of them. This new form of sporty SUV represents an evolution blending sedan and SUV qualities into a sporty hybrid. Toyota continues refining the vehicle’s design and marketing to carve out a niche in the competitive hybrid SUV market and meet modern luxury-sport consumers’ expectations.
[1] Toyota Times, (Date), "Innovating the Crown: Balancing Hybrid Efficiency and Luxury" [2] Toyota Times, (Date), "Achieving the Perfect Size for the New Crown Sport"
- The development process, inspired by innovation and challenge, extended to reimagining the Crown Sport's position in the finance and automotive industry, aiming to carve out a unique market identity among rivals such as Highlander and Lexus models, while also competing in the technology sector with its hybrid efficiency and sporty features.
- To ensure the Crown Sport's success in the transportation industry, Toyota tackled engineering challenges such as reducing engine noise, enhancing perceived refinement, and balancing luxurious comfort with sporty handling, all while showcasing innovative design and performance that would "wow" customers.
