Toyota’s Japan flagship Crown car to debut on global markets

Category: Business


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. flagship / ˈflægˌʃɪp / (n.) – the best or the most important among a group of similar things

    Over 2,000 customers visit our flagship store daily.

  2. lineup / ˈlaɪnˌʌp / (n.) – all the different products that a company makes

    Our store is producing a new lineup of leather shoes next year.

  3. parallel / ˈpær əˌlɛl / (v.) – to happen at the same time or in the same way as something else

    The increasing prices of housing in the area parallels the city’s development into a business district.

  4. tagline / ˈtægˌlaɪn / (n.) – a short and memorable phrase or sentence that a company uses in advertising

    A powerful tagline makes people curious about our products.

  5. come up with (something) / kʌm ʌp wɪθ / (phrasal v.) – to think of an idea for something, especially when it’s difficult to

    We have to come up with a fun birthday surprise for our friend.


Read the text below.

Toyota’s flagship model in Japan, the Crown, is going on sale around the world for the first time, including in the U.S.

“I’m so excited to announce today that this new Crown family of vehicles will be offered not just in Japan but globally for the very first time,” its Chief Executive Akio Toyoda told reporters.

“A car that could very well be our crowning achievement.”

The 16th generation Crown, set to begin production in January, comes in four varieties — a crossover with a hybrid system; a sedan that is most similar to the Crowns seen on Japanese streets; a sport-utility vehicle and a wagon crossover called the “estate,” the company said.

The Crown will go on sale in 40 nations, with Toyota Motor Corp. aiming for 200,000 vehicles in annual global sales. The cheapest version starts at 4.35 million yen ($31,000) in Japan.

Toyota, Japan’s top automaker, sells about 10 million vehicles a year globally. It has a successful global luxury lineup called Lexus, whose cheapest models sell for about $35,000 in the U.S.

The Crown’s history parallels the rise of Toyota and of the modern Japanese economy, with the first sedan going on sale in Japan in 1955. “Someday, a Crown,” was a tagline over the years. But the cars are not well-known abroad.

Toyoda called the Crown “the pride of Japan.” Company founder Kiichiro Toyoda, his grandfather, came up with the name.

“Nothing will make me happier than Japan’s Crown becoming loved by everyone around the world,” said Toyoda.

This article was provided by The Associated Press.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • Toyota has reached a high level of success by becoming the number one car brand in Japan. Do you think their model, the Crown, will also be very successful in the international market? Why or why not? Discuss.
  • The 16th generation Crown comes in four different types, and the model’s design has been changing through the years. How do you feel about this constant change? Discuss.

Discussion B

  • Toyota’s flagship model, the Crown, is now being made available all around the world after being sold only in Japan since 1955. In your opinion, what popular local products in your country can be potentially introduced around the world? Why? Discuss.
  • What do you think brands can do to make sure that their products will be loved by everyone around the world? Discuss.