• Feb 20, 2008
Toyota has an ambitious goal to begin selling one million hybrids per year by early next decade, and the Japanese automaker's home market Crown sedan reveals part of Toyota's strategy. The Crown Hybrid will only be available on the top line model, which also features industry firsts such as an LCD instrument panel, and a night vision pedestrian detector. The goal for Toyota is to make an actual profit on all of its hybrids, and the added tech amenities will help make the sharply higher prices easier to swallow. Unfortunately, the added cost of the Crown Hybrid will be about $21,600, which could buy you a Prius.

Head Toyota hybrid engineer Shinichi Matsumoto told Automotive News that the automaker is also engineering the flexibility of both hybrid and conventional powertrains in all future vehicle architectures. That means Toyota can and most likely will give every vehicle in its lineup a battery-assisted model, which will come in handy as fuel prices continue to wildly fluctuate. It's just unfortunate that the folks that can least afford $4 or $5 fuel prices won't be able to buy vehicles that can cushion the blow. Let's hope Toyota also continues to offer an affordable hybrid like the Prius, because one shouldn't have to purchase a rear camera, moon roof and upscale leather seats to save at the pump.

[Source: Automotive News, subs. req'd]


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  • 20 Comments
      • 6 Years Ago
      The *added* cost is $21,600? Wow.
        • 6 Years Ago
        Yep, and how long, even at $4-5 gas (or even $9, for that matter) do you think it'll take to make up the difference at $21,000? Especially if it's like the Lexus LS hybrid that still gets worse mpg than either my suv or my wife's minivan (which the LS does, according to most real-world tests)?

        Adding all the weight of that extra tech isn't going to help matters if the goal really is what the marketers will be screaming. Yet another bait (enviro/gas savings) and switch (optioned out hog with a feel-good system called hybrid).
        • 6 Years Ago
        What I keep wondering is how long it will take hybrid naysayers to realize that people buy hybrids for reasons other than simply reducing gas costs. Avoiding heavy tax bands (as are common in Japan and Europe), reducing personal carbon emissions, securing bragging rights or using interesting new tech, and concerns about energy independence are also commonly cited reasons for people to buy hybrids. It's not just to tick a few numbers off the budget.
      • 6 Years Ago
      I hope it gets better mileage than the Lexus hybrids.
        • 6 Years Ago
        Whoever wrote this article must've been smoking or drunk because he's an idiot.

        How the hell is a high-end-only model going to get Toyota to 100,000 hybrids a year? Well? Do you think a car with a $20,000 markup will attract THAT MANY new buyers?

        This car is simply an extension of the hybrid platform, nothing more.
      • 6 Years Ago
      eh, always the same... This Hybrid is top of the line model, hence it has top of the line features... It is luxury car afterall. It replaces V8 model.

      How much fuel is B&O audio system in Audi going to save you? Yet it costs 3k :-)
        • 6 Years Ago
        The crown hybrid wont replace the V8 model because the V8 is the majesta and this is the athlete.
      • 6 Years Ago
      how come we dont have this car in north america???
      • 6 Years Ago
      Looks SOOOO much like the Hyundai Genesis.
      • 6 Years Ago
      Toyota may have to adjust all its sales goals. Let's us not forget that Volkswagen plans to outsell them in just a few more years.
        • 6 Years Ago
        I know all about having to change other people's plans as I have to now buy a new bed as I plan on having a foursome with Angelina Jolie, Scarlett Johansson, Rachel McAdams and myself. Actually, I think my goals aren't as lofty as VW's
      • 6 Years Ago
      Tragedy, thanks for the links. I didn't want to go on and on about the new technology as the article from AN that I was posting on was almost entirely about the hybrid strategy, and I didn't want to go off an a tangent about some very cool stuff that's probably a post all by itself. We provide the Read link at the bottom of every post so we can attribute the source and so users can click to find more info.
      • 6 Years Ago
      I just wish they would offer the regular Crown in the States. Unfortunately it is JDM only. It is the only Toyota Sedan that I really really like.
        • 6 Years Ago
        They are not JDM only. Toyota also builts them in China.

        So they are far east market only.
        • 6 Years Ago
        They're not JDM-only. I've seen them in China and Hong Kong.
      • 6 Years Ago
      I thought the Mercedes S-Class already had an LCD dash hooked up to a night vision camera on the front.

      Top Gear showed them watching TV on it.
      • 6 Years Ago
      And people think the premium for a diesel engine is a lot....
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