In 1957, a car company with a funny name opened up shop in a nondescript Los Angeles office. It was called Toyota. If you had to guess the name of its first model, what would you say? Camry - opens in new window or tab.? Nope. Corolla - opens in new window or tab.? Incorrect.
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It was the Toyota Crown, one of the oldest nameplates in the automotive world. It has been in continuous use since 1955. An early example was recently offered for sale on eBay in North Miami Beach, Fla.
Not Built for Speed
If the name Crown sounds familiar, it’s because Toyota re-introduced it to the US market in 2022 after a 50-year absence. But why did Toyota kill it off in the first place?
The company developed the first Crown for a driving environment with few paved roads. At the time, Toyota was a bit player in the industry. It had experienced some success in its home country but was barely known outside Japan.
In the 1950s, Japan didn’t have highways. Its urban areas consisted of dense, narrow streets developed before the advent of automobiles. There was no place to drive fast, so Toyota didn’t build the Crown for speed.
When the first Toyota Crown came stateside, Toyota engineers were reportedly caught off guard by the speeds on America’s new interstate system. The Crown couldn’t keep up and often overheated.
Back to the Drawing Board
Toyota almost gave up on the US market altogether. But a second model, the Land Cruiser - opens in new window or tab., kept the company afloat until it could develop cars better suited to highways. The Crown improved with subsequent generations but, sullied by the initial blunder, lasted in the US market only until 1972.
Meanwhile in Japan, Crown became one of the best-selling nameplates in the country’s history, with 12 generations and several spinoff models. Ironically, it became synonymous with success, a dignified yet understated premium sedan that professionals would buy after they “made it.” The Crown, which slotted just below the CEO-grade Century - opens in new window or tab., was well-appointed without being ostentatious.
An Evolved Import
The car for sale is a third-generation Crown. This generation was sold in the US, although this particular example was imported from Japan. Two iterations of evolution had turned the failed original Toyota Crown into a reasonably competent and affordable sedan with a modern, if plain, design.
Mechanically, it’s straightforward. A straight-six M-series, the same engine that powers the 2000GT sports car - opens in new window or tab.—albeit with a single-cam valvetrain—sits under the hood.
The drive feel is like a standard 1960s car. It would be unrealistic to expect blistering acceleration or knife-edge handling. The Toyota Crown's recirculating ball steering won’t provide much feedback, and the body-on-frame - opens in new window or tab. architecture will feel heavy and stiff. However, this example benefits from an optional four-speed column-shift manual, which should liven up the acceleration.
The body looks to be in top shape, though repainted in metallic blue rather than its original white. It also wears Enkei Baja wheels for a custom, slightly hot-rodded look.
Early Toyota Crowns are extremely rare today, even in Japan. It’s a somewhat ignoble result for a nameplate that has survived 12 generations and nearly 70 years of production. Today, the Toyota name is well known across the globe, and the Crown is like a long-lost song from a hit band. With an asking price of $13,500, this is a rare and surprisingly affordable opportunity for a Toyota collector to own an important piece of the marque’s history.
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