New Crown heralds future after 50 years in China

The upgraded Toyota Crown and Camry premiered at the Guangzhou auto show on Thursday.

The Japanese carmaker, together with its joint ventures in China, is rolling out a fleet of 34 models during the auto show that runs until Nov 29.

Hiroji Onishi, head of Toyota's China operations, said during a news conference that after 50 years in the country the carmaker will continue to cater to the Chinese market and present more hybrid versions of its popular models in response to the country's push for new energy vehicles.

Crown and Camry are household names among Chinese consumers.

The Crown, which first entered the country in 1964, has since been upgraded 13 times with the ethos of "A Challenge towards Innovation".

"Long-standing brands are those that keep renewing themselves," said Onishi.

The 14th generation of the Crown that debuted in Guangzhou this year, which is based on the premium car badged the Majesta in Japan, features a V6 2.5-liter engine or the latest developed 2-liter direct injection turbo engine. Fuel-efficient and stylish in its looks, the new Crown has attracted a lot of eyeballs at the auto show.

Presented by GAC Toyota, the joint venture between GAC Group and Toyota Motor Co, the new Crown has all the merits expected of the best-seller brand while adding new features to provide a quieter and safer driving experience than its predecessors.

"The two upgraded classics not only carry the brands' legacy, but also herald a brand new era for Toyota's business in China. This is the philosophy for our business here, 'offering what Chinese consumers want'," said Onishi.

After debuting the new Vios and the new Yaris L last year, Toyota continues to offer mid-size and compact vehicles for young Chinese buyers, and it is also presenting the 11th generation Corolla and the latest Levin at the auto show.

Improvements in function, fuel efficiency, control system, appearance and size make the two a better representation of and more appealing to younger buyers, Onishi said.

There will be hybrid versions of the two next year.

Hybrid vehicles are now a new driver for Toyota's business in China, along with its mid-size and compact cars.

The Japanese automaker has been working to localize the core parts of hybrid vehicles for the Chinese market.

Its hybrid electric technology, the automaker's key endeavor in environmentally driving, was also on show in Guangzhou, where a "theater" used 3D technology to introduce the hybrid electric technology to visitors and also to present the Toyota Prius and Camry hybrids.

Toyota is also showcasing a range of concept vehicles with environmentally friendly features at the auto show.