Unlike most Toyota models introduced in the United States, the company’s first product was, for the most part, a flop. In 1957, Toyota dispatched a few delegates to the U.S. with the intent of establishing a sales arm in this country. They brought along a couple of Toyopet Crowns in order to entice potential dealers and the media. Toyota Motor Sales USA was established at the end of October 1957 in a former Rambler dealership in Hollywood, Calif.
The first 30 examples of the Toyopet Crown became available the following June. (The name of the marque was later changed from Toyopet to Toyota.)
Photos by Bob Kehoe.
The Toyopet Crown was a fairly new design, which when introduced in Japan in 1955, came with a small-displacement (1,453cc) 60-horsepower engine for fuel mileage and affordability. Not surprisingly, it wasn’t long before buyers in the United States found its performance utterly unsuitable for America’s high-speed interstates. In comparison to its domestic rivals, the Crown also suffered from stability, noise, and vibration issues.
The Toyopet Crown had a Hand Crank
The Crown was available only in Standard or Deluxe four-door models with a base price of $2,187 (nearly $18,000 in today’s economy). That was about $600 more than a VW Beetle, and close in price to a standard Chevy or Rambler sedan. The Crown’s few available options included an AM radio and whitewall tires. The car did include little touches like a door-ajar warning light, spring-loaded passenger-assist handles, and a tethered gas cap. And, just like a Ford Model T, if the battery failed the Crown, a hand crank handled the starting chores.
The Toyopet Crown Found Few Customers
Total USA sales in 1958 for Toyota were just 288 vehicles—287 Crowns and one Land Cruiser. Though sales tripled in 1959, the Toyopet Crown remained a money-loser for the company and, at the end of 1960, Toyota suspended passenger car imports. Few people then could have imagined that this baby step with the Toyopet Crown would be the precursor to an automotive sales and manufacturing giant. According to Toyota, 2015 sales in the U.S. amounted to nearly 2.5 million vehicles.
30 Years of Weather—and a Few Bullet Holes
An employee at Toyota’s Vehicle Distribution Center in Portland, Oregon discovered the Toyopet Crown featured in our photos. He found it on a ranch in Washington State, ravaged by 30 years of weather—and a few bullet holes. According to the ranch owner, the car was there when he purchased the property. The previous landowner bought the car in 1961 and put it to pasture when it quit running in 1972. Two-hundred dollars changed hands and a hauler took the car back to Portland.
Restoring the Toyopet Crown
The restoration began in late 2002 by the late George Raeburn, who had a restoration and custom shop in Portland. The job was challenging, and countless hours were spent in researching and locating specific components. One of the most difficult tasks was finding a replacement windshield, which in the end required a hand-crafted piece. Toyota employees re-sprayed the car in its original light-blue color.
The restoration wrapped up in June 2004. Today, the car is on display at Toyota’s USA Automotive Museum - opens in new window or tab. in Torrence, Calif.
Restoring a classic Toyota of your own? Our vintage Toyota parts - opens in new window or tab. listings are sure to come in handy.
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This article is meant to provide general guidance only. Automotive maintenance, repair, upgrade, and installation may depend on vehicle-specifics such as make and model. Always consult your owner's manual, repair guide for specific information for your particular vehicle and consider a licensed auto-care professional's help as well, particularly for advance repairs.