Toyota is launching a second version of its new Crown model and the SUV is part of what is likely to become a growing sub-brand. The 2025 Toyota Crown Signia made its media debut Tuesday night ahead of its first public showing at the LA Auto Show. Here’s a closer look.
When Toyota introduced the Crown sedan two years ago it brought back a nameplate that hasn’t been seen in the U.S. in more than a half-century. Now, however, the Crown badge will play a significant role in the Japanese automaker’s future.
A second Crown model, the 2025 Signia SUV, made its debut at a media event in Los Angeles Tuesday night, ahead of its first public appearance at the LA Auto Show later this week. And there very well could be other models destined to share the Crown name in the future. In fact, by the start of the 2025 model year, Toyota plans to have 19 hybrid models in its overall portfolio.
“We’re going after establishing Crown as its own sub-brand,” marketing planner Jessica Robinson told Headlight.News.
The move would mirror what’s already happening in Toyota’s home market, Japan, where there are several Crown variants already in the market or set to arrive soon, said David Christ, group vice president and GM, Toyota division.
“There will be global crowns we won’t sell here,” he said. “We’ll evaluate any Crown product (Toyota) builds globally.”
He added later, “I’m sure there will be other crowns we can evaluate” for the future in the U.S. market.
Lots in common
Signia has plenty in common with the earlier Crown sedan, among other things sharing the same TNGA-K vehicle platform. They boast virtually identical sheet metal, at least from the nose to the B-pillar.
And both models are hybrid only, sharing a 2.5-liter gas engine mated to three electric motors that drives all four wheels. The package develops 236 horsepower, enough to launch the Crown sedan from 0 to 60 in just 7.2 seconds.
Toyota hasn’t released a comparable number for Signia, nor has it confirmed how much torque the SUV will make. But it did note that the 2025 Toyota Crown Signia tows up to 2,700 pounds.
Some notable differences
But there are some distinct differences between the two Crown models. That’s immediately visible up front where Signia features a distinctively perforated, monochromatic grille, partial front splitter and bi-level head and running lights. The 2025 Toyota Crown Signia also gets 21-inch wheels and tires on the highline Limited package, though the XLE goes with 19s.
The new SUV will not get the powertrain upgrade offered on the sedan, however, a package generating 340 hp out of a 2.4-liter turbo-4 hybrid. The Hybrid Max package can launch the Crown sedan from 0-60 in 5.1 seconds.
More to come — possibly
Like other recent Toyota models, including the completely redesigned Prius, the automaker has put more emphasis on performance with its hybrid drivetrains. Even the smaller package can tow up to 2,700 pounds with Signia. But it also is expected to yield 36 mpg combined once EPA numbers are finalized.
Johnson said Toyota hasn’t ruled out adding the Hybrid Max to the Signia checklist. And there’s another possible future option, the plug-in hybrid driveline Toyota just launched in Japan.
“We’re always listening to the voice of the customer for future powertrain options,” said Johnson.
Shorter but roomier
Signia actually comes in about an inch shorter than the Crown sedan, but it is, by far, the roomier of the two models. The five-seat crossover features a 60-40 split/fold back seat, each section featuring a unique “extension board” which creates a long, flat load floor when the seat is folded. That permits cargo of up to 6.5 feet in length to be stored inside the cabin without having to drive with the tailgate open.
That power tailgate, incidentally, can be opened simply by wiggling a foot under the rear bumper.
Like the original Crown, which debuted 51 years ago and is Toyota’s longest running nameplate, Signia is meant to offer a bit more refinement than comparable Toyota-badged products. Even the base XLE gets features such as twin 12.3-inch displays and power eight-way driver and front passenger seats, and lots of soft-touch materials in the cabin. The Limited trim features leather-trimmed seats.
There are numerous features designed to reduce noise, vibration and harshness, including acoustic laminated glass up front. Available features include a panoramic roof and heated and ventilated seats.
Signia’s extensive lineup of tech features include Intelligent Assistant voice system which can control a broad range of vehicle functions simply by saying, “Hey, Toyota.” Wireless Apple CarPlay and Android Auto are standard.
There are a number of high-power USB-A and USB-C ports, and Signia’s onboard software can be upgraded using smartphone-style over-the-air updates. The Limited features an 11-speaker JBL Premium audio system with subwoofer.
Advanced driver assistance systems include pre-collision warning with pedestrian detection, lane-departure alert with steering assist, rear cross-traffic alert and blind-spot alert. Those come standard as part of the Toyota Safety Sense 3.0 system. Additional ADAS functions are available as part of the Advanced Technology package.
Availability and pricing
Look for the 2025 Toyota Crown Signia to roll into U.S. showrooms by next summer. The new Signia is about the current Venza model, which Christ said they will “sunset” after Signia comes to market in the U.S.
The automaker has not released pricing yet, but the 2024 Toyota Crown sedan starts at $41,145 and pushes up to around $54,000 for a fully equipped Platinum trim package. Only two versions of the 2025 Signia will be available: XLE and Limited grades.