Toyota unveiled its new model the Crown Verfire priced at over 17 million yen
Toyota unveiled its new model, the Crown Verfire, priced at over 17 million yen, and also announced the full refresh of the Crown minivan in China, where competition is intense. The Alphard/Vellfire models have been popular in China since their official import in 2010 and 2019 respectively, with Alphard being sold by GAC Toyota and Vellfire by FAW Toyota.
Toyota unveiled its new model, the Crown Verfire, priced at over 17 million yen, and also refreshed its Crown minivan in order to compete in the crowded Chinese market. The new Verfire has unique suspension and equipment to differentiate it from the Alphard, and both models currently only come in gasoline and hybrid versions, with plans to introduce plug-in hybrid models in the future. The new Crown Verfire is currently only available in hybrid, with prices starting at 899,000 yuan (approximately 17.7 million yen) for the “Supreme” version and 909,000 yuan (approximately 17.9 million yen) for the “Supreme Executive” version in China. Despite a slight price increase from the previous model, the new Verfire’s clearer concept is expected to make it more appealing to Chinese consumers.
Toyota unveils the new Crown Verfire with a price tag of over 17 million yen in the competitive Chinese market. Chinese automakers such as Hongqi and Jieke have been increasing their market share with large minivans priced at half that of the Alphard/Vellfire, which were previously dominant. However, demand for the Alphard/Vellfire remains strong among certain buyers, and Toyota is expected to introduce a new Alphard model at the 2023 Guangzhou Motor Show. The reception of these new models in the Chinese market, which can be described as a “luxury minivan warring states era,” will be closely watched.