Toyota Made A Pink Sedan, And The Reason Is Actually Pretty Sweet

The Toyota Crown Sedan has long worn the uniforms of officialdom in Japan, from police cruisers to taxi cabs. But its newest look is something altogether more playful. In Tochigi Prefecture, the hybrid four-door has shed its somber black finish in favor of a bright pink wrap inspired by strawberries.

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Named the the “Ichigo Crown”, Japanese for Strawberry Crown, the car was created to mark the 80th anniversary of Tochigi Toyota, the automaker’s official dealership network in the region. If you’re wondering why they chose this particular theme, it’s because the Tochigi Prefecture is Japan’s top producer of strawberries.

A Crown Dipped in Sugar

The custom livery layers a bold pink base with soft white gradients, giving the car a look that’s more dessert cart than executive saloon. Graphics along the body feature several local strawberry varieties, including Tochiotome, Tochiaika, and Skyberry. They’re joined by a pink castle painted on the hood, plus three cartoon-style mascots: Tochimaru-kun, Ichigo-chan, and Strawberry Monster.

The Strawberry Crown is based on the Z trim of the sedan, equipped with Toyota’s self-charging hybrid powertrain. A 2.5-liter four-cylinder engine works with a pair of electric motors to produce a combined 234 horsepower (172 kW / 236 PS), sending drive to the rear wheels.

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Toyota unveiled the one-off model during Strawberry Kingdom Tochigi Day, held on January 18 at the Tochigi Prefectural Government Office. Governor Fukuda Tomiichi was on hand for the reveal, dressed appropriately as the King of the Strawberry Kingdom. The event also featured a student-led fashion show, an art exhibition, and a wide selection of strawberry-themed desserts.

Interestingly, this isn’t Toyota’s first flirtation with pink Crowns. The previous-generation model had also received the strawberry treatment from Tochigi Toyota and is still a member of its fleet. Another example, with a deeper and more vibrant pink shade, was the special edition “ReBORN PINK” Crown Athlete from 2013, sold in limited numbers in the Japanese market.

Tochigi Toyota