The new crown brand rejuvenation helps FAW Toyota "brand up"

　　For domestic consumers, the crown is a special existence, which has become a classic with luxury, nobility and delicacy.

On November 15th, the 2022 new Crown brand was released in a high-profile manner, and brought the new Crown "the first mid-size luxury crossover" - the new Crown SportCross, which also means a younger, more modern and more pioneering new Crown, It is returning to the public eye in another way.

For the Chinese auto market with intensified involution, the rejuvenation of the Crown brand has brought a new force, and also released a strong signal of FAW Toyota's high-end product matrix, accelerating the "brand up" landing.

New crown five-dimensional upgrade

　　According to the data from the Passenger Passenger Association, my country's auto consumer market is gradually transforming from low-end to high-end, and the sales of high-end models have increased significantly.

As of October this year, sales of models with an average price of more than 300,000 yuan accounted for 9% of sales, a year-on-year increase of 16%.

The reason is that, on the one hand, under the environment of high-quality economic development in China, consumers are more rational and diverse in their consumption of automobiles.

At the same time, consumption upgrades have intensified consumer demand for mid-to-high-end products.

　　Facing the current escalating user needs, FAW Toyota, as a model of high-quality joint venture brands, has followed the trend, and the Crown brand renewal strategy has become its new plan for "brand improvement".

Relying on the crown brand renewal strategy, strategic renewal is carried out from five dimensions: product matrix, process level, channel network, service system, and user rights and interests.

　　In terms of products, the first mid-sized luxury crossover car - the new Crown SportCross officially debuted, and the new Crown Sedan will also meet with consumers in the near future. They will be combined with Crown Wilfa and Crown Landa to cover sedans and crossovers Brand-new product matrix for the four high-end market segments of , SUV and MPV.

Relying on the TNGA architecture, the new Crown will define crown-level manufacturing standards from the dimensions of quality control management, manufacturing process, materials and quiet design, bringing users the highest quality car enjoyment.

At the same time, in terms of channel network, FAW Toyota will accelerate the expansion and construction of Crown's independent brand space.

It is estimated that by the end of 2022, 12 "Crown independent exhibition halls" will be built; before 2025, the number will increase to 40.

As for the service system and user rights, the Crown brand will provide users with "Crown-level" services throughout the process with an elite team.

The all-new Crown brand "the first mid-size luxury crossover" - the all-new Crown SportCross

　　Crown, as the spiritual totem of Toyota's "innovation and challenge", is the highest flagship of Toyota's car manufacturing.

This time, the crown brand has brought full sincerity through the upgrade of five dimensions, including products, technology, channels, services, and user rights. It can be said that it has achieved "from Toyota, but higher than Toyota".

Refresh the classics for users

　　Consumers' understanding of luxury has been changing due to consumption upgrades. They not only have higher requirements for product quality, but also have a stronger pursuit of performance, and they also pay more and more attention to the added value brought by brands.

　　The pointer of time was turned back to 1955, and the first generation of Crown Glory came out.

From the day of its birth, "innovation" has become the tradition of Crown.

Since then, Crown has experienced 67 years of word-of-mouth accumulation and 16 generations of product changes, and has been accompanying the growth of users, becoming one of Toyota's most successful IPs.

"One crown car, half of Toyota's history" has become a good talk in the industry.

　　In 2021, the identity of the new Crown brand will return to the Chinese market, which will bring a lot of surprises to consumers. In order to meet the diverse needs of users in an all-round way, FAW Toyota will promote the comprehensive upgrade of Crown, evolving from a legendary car to an independent luxury brand. , opened a new layout that breaks through itself.

The Crown brand first introduced Toyota's high-end MPV - Crown Wilfa, and quickly launched a high-end SUV - Crown Lufang within half a year.

Coincidentally, Crown Lufang and Crown Wilfa are both in the same place, interpreting the youthful and sporty image of the Crown brand with a more refined, luxurious and dynamic image.

The new product matrix of the four high-end market segments of the Crown brand

　　Indeed, for Crown, every evolution is a better Toyota, and it is always iteratively upgrading to follow the needs of users.

The new Crown SportCross unveiled this time, regardless of the product design or the selection of the best friends of the Crown brand, can glimpse the new Crown’s "great change in painting style", and with great sincerity, approach those new generation young users who are pursuing bold breakthroughs and are more loyal to themselves , The old brand has a new image, the positioning seems to be more precise, and the competitiveness is more obvious.

It's more about emotion than strategy

　　The rejuvenation of the Crown brand seems to be accidental, but in fact it is inevitable.

This move is a tribute to the classics for users and a return of feelings. It is a powerful boost to the automotive industry, and it is a big move for Toyota's strategic development for Toyota.

　　To this end, FAW Toyota formulated and implemented the corresponding strategic deployment.

From Toyota's high-end models to Toyota's high-end brands, it is obvious that the Crown brand is not as simple as continuously expanding the product matrix, but one of the important strategies of FAW Toyota's "brand improvement".

　　FAW Toyota's product layout is very clear. Even in the face of the shortage of chips and parts supply, the development speed is at the forefront of the industry through active changes in thinking, and the introduction of more global products expected by domestic users is accelerated through the TNGA strengthening strategy.

FAW Toyota's current product lineup includes models from A0 to B+. With the addition of last year's Crown Lufang and Crown Wilfa, and now the new Crown SportCross, it will help FAW Toyota's product lineup to achieve a major upgrade and expand its market territory. .

Hu Shaohang, Secretary of the Party Committee and General Manager of FAW Toyota Motor Sales Co., Ltd., and the new Crown SportCross

　　Faced with the superimposition of the development of the times and changes in user needs, Crown inherits Toyota's 67-year ingenuity, shoulders the mission of "mass production and happiness", and continues to innovate and challenge. Heralds the arrival of a new era.

As Hu Shaohang, Secretary of the Party Committee and General Manager of FAW Toyota Motor Sales Co., Ltd. said: The release of the Crown brand is a continuous renewal with the background of the times.

At the end of this year, FAW Toyota is about to usher in a bright moment when its cumulative sales exceed 10 million vehicles. In the future, it will have more "crown-level" products and services to meet the diverse needs of users in the new era.