Toyota has launched the new Crown model in Japan this week and as predicted features a hybrid solution on the topping version.
By featuring the hybrid solution on the topping version Japanese carmaker makes a sales move to establish the hybrid powertrain as a premium model in order to cover the cost generated by hybrid solution. However the price differentiation might be a stumbling block for potential green buyers. Indeed, the most expensive version with a traditional engine costs ¥4,870,000/£23,000 while the hybrid model costs ¥6,190,000/£29,500. In order to motivate potential buyers to add the required £6,500, Toyota plans to add exclusive gadgets. For example, the Crown Hybrid comes with an exclusive instrument panel and a might-vision pedestrian detector.
In an interview with Automotive News, Shigeki Terashi, executive chief engineer at Toyota’s product development group, told the newspaper: “Right now, that’s how the strategy is looking. We’ll add some extra features onto the hybrid to establish it as the superior grade.”
This strategic move is surprising as Toyota is being famous for the hybrid Prius and Honda approach to launch an affordable hybrid model might push Toyota to change its mind.
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