The 2024 Toyota Crown is receiving a few updates after only one year on the market. While Toyota has been fairly vague about two of the changes, stating that there are “updates to soft-touch materials” and “additional warm steel colored accents across XLE, Limited, and Platinum grades,” one thing that is clear is the safety upgrades for the Limited and Platinum trims.
The Platinum now comes with standard Traffic Jam Assist, Lane Change Assist, and Front Cross Traffic Alert. These features will also be available for the Limited trim with the addition of the Advanced Technology Package, which also includes a panoramic view monitor, pedestrian detection, Digital Key capability, and 21-inch wheels.
Top Safety Pick+ rating from IIHS
For those interested in the 2024 Crown, it’s worth noting that the 2023 model recently received a Top Safety Pick+ rating from IIHS. This is a significant achievement as only a few large sedans have received any level of Top Safety Pick rating. The Crown performed exceptionally well in the updated side impact test, earning a top “Good” rating. It also received praise for its child seat anchor access and its forward collision prevention systems with pedestrian detection, which were tested during both day and night. The only area where the Crown fell short was in the headlight category, with the base XLE model receiving an “Acceptable” rating while the higher trims were rated “Good.”
Despite its safety accolades, the Crown has yet to achieve the desired success on the sales floor. Toyota’s consumer site compares the Crown to its rivals, the Nissan Maxima and Volkswagen Arteon, and the Crown has outperformed both with 13,054 units sold through the end of September.
Lack of competition in the sedan market
However, this is mainly due to the lack of competition in the sedan market, particularly in the Avalon/Crown segment. The Crown’s combination of a hybrid powertrain and premium positioning sets it apart, but it still falls behind the Lexus ES in terms of sales. In 2023, the ES sold more than twice as many units as the Crown.
The closest competitor is likely the old Avalon, which sold 19,460 units in the U.S. in 2021, its last full year on sale. Unless Toyota dealers have a strong fourth quarter, it is unlikely that the Crown will surpass that number this year. However, there are rumors of a GR Crown variant that could potentially unlock more of the sedan’s potential and generate increased buyer interest, if it reaches production and becomes available in the U.S….
Even with the 2024 Toyota Crown receiving a few updates, we are yet to see this model in Cambodia.