Toyota's first American export limped out of steam before Las Vegas
In 1958 Toyota shipped its Crown sedan to California, confident after rave reviews at home. Built for muddy, slow Japanese roads, the car struggled on interstate highways. A publicity drive from Los Angeles to New York ended early, and American sales dwindled to 28 cars by 1963.
The Crown went on sale in Japan in January 1955, a 1.5-litre sedan with rear doors hinged at the back. Toyota was unsure whether its coil-sprung independent front suspension would suit taxi operators, so it also sold an updated older car, the Master, for cab duty. Drivers preferred the softer-riding Crown, more of them went into taxi fleets than Masters, and the Master was dropped in November 1956. In October 1959 a Crown Diesel became Japan's first diesel passenger car.
America was a different matter. At a 1957 preview, the chrome-laden black Deluxe, built from steel half again as thick as a typical American car's, was likened by the press to a baby Cadillac. The first 30 cars arrived in June 1958, priced from US$2,187. But at 2,700 pounds the car was heavy and rigid, noisy at speed, and prone to breaking parts under strain. Sales ran to 287 in the first year and 967 in the second, then slid once Detroit launched compacts like the Falcon and Valiant. Only 2,240 of the original series found American buyers, and exports briefly paused in 1960 while a stronger version was prepared.
At home the Crown thrived. It became the car of choice for police forces, government officials, company fleets and taxis, and grew plusher over time, so much that Toyota introduced the cheaper Comfort in 1995 for cab work. Outside Japan the Lexus LS took over as flagship in 1989.
Only the Land Cruiser has carried a Toyota name longer in Japan. In 2022 a sixteenth generation arrived in four body styles, bringing the nameplate back to North America and to about 40 countries, with around 200,000 sales expected each year.
Source: Toyota Crown
