Why isn't the Toyota Crown sold in Australia?

Toyota Crown: Why is it Missing from Australian Showrooms?

The Toyota Crown, a renowned luxury sedan, is conspicuously absent from the Australian automotive landscape. While many car enthusiasts would welcome its introduction, there are strategic reasons behind Toyota Australia’s decision to withhold the Crown from the local market.

Internal Competition Avoidance

Toyota Australia’s current strategy revolves around preventing competition within its own brand portfolio. The Crown shares the same platform as the Lexus ES, a vehicle marketed as Toyota’s premium luxury division. Introducing the Crown into the Australian market would create an overlap with the Lexus ES, potentially cannibalizing sales from the latter.

Market Segmentation and Brand Positioning

Toyota Australia has carefully segmented its market and positioned its brands to maximize their appeal to different customer segments. The Toyota brand is known for its reliability, affordability, and mass-market appeal. Introducing the Crown, which sits higher up in the luxury market, would blur the lines between Toyota and Lexus and potentially confuse consumers.

Platform Similarities and Cost-Effectiveness

The Crown’s platform is closely related to that of the Lexus ES, which means that introducing the former would require significant investment in production and assembly. Given the relatively small size of the Australian luxury sedan market, Toyota Australia has deemed it more cost-effective to focus its efforts on its existing models.

Future Considerations

While the Crown remains off the table for now, Toyota Australia has not ruled out its future introduction. If market conditions change and the company sees an opportunity to position the Crown without compromising its brand strategy, it may reconsider its decision.

Consumer Response

For Australian consumers who are eager to get their hands on the Toyota Crown, the news of its absence can be disappointing. However, Toyota Australia’s decision is based on solid market analysis and a desire to maintain its brand positioning. Car enthusiasts will have to wait and see if future market developments open the door for the Crown to make its Australian debut.