2025 Toyota Crown Signia debut: The second model of a new subbrand

MALIBU, Calif. — Toyota is importing a second member of its longstanding Crown family from Japan to the U.S. next year — a two-row midsize crossover to be sold as the Toyota Crown Signia alongside the lifted fastback hatch Crown sedan.

The 2025 Toyota Crown Signia was introduced at an event here Tuesday prior to the Los Angeles Auto Show, alongside the reengineered 2025 Toyota Camry.

The Crown Signia won't be a straight addition to the lineup, but a substitution: A Toyota spokesperson confirmed the brand will sunset the similar-sized Venza nameplate — which it brought back to the U.S. in the fall of 2020 following a five-year hiatus — after the current model year. Toyota has sold a total of 133,727 Venzas since its return. Through October, Venza sales were off 6.9 percent at 24,983 vehicles after suffering a decline of 46 percent in 2022 on sales of 33,683.

Built on the same TNGA-K platform as the vehicle it is replacing, the 2025 Crown Signia is larger and has a higher roofline than the Venza. Like the Venza, it is powered by a 2.5-liter I-4 engine paired with a continuously variable transmission and Toyota's fourth-generation twin electric motor hybrid system delivering 243 hp and a manufacturer-estimated 36 mpg combined fuel economy. All-wheel drive comes standard, and the Crown Signia is capable of towing up to 2,700 pounds.

Toyota brand head Dave Christ confirmed that the Crown will be a new global subbrand for Toyota, though he wouldn’t comment on any further potential expansion in the U.S. lineup beyond the Crown sedan and Crown Signia crossover. 

“Crown is the oldest nameplate Toyota sells, and it’s starting to [gain relevance with U.S. consumers] because it’s been well-received,” he said. “We’re selling the Crown [sedan] in much higher volumes than we did with the Avalon, which was the last flagship sedan, so I think we’ll build on that success.”

Christ said the automaker is targeting sales volume of 25,000 per year for both the Crown Sedan and Crown Signia. He said there was some discussion about keeping Venza in the lineup: “We were very happy with the Venza, and if it weren’t so close to Crown Signia, we would have kept it, but the dimensions are similar and it’s a very similar buyer, so we made the decision to sunset the Venza.”
 
He would not say how Crown Signia’s price would compare to the Venza, which starts at $36,015, including shipping, but said it would be “in the ballpark.”

The automaker has sold 14,961 lifted fastback hatch Crown sedans in the U.S. since sales began in the first quarter of this year, which is nearly on pace with its projected annual sales of 20,000 vehicles.

Arriving this summer, the Crown Signia comes in two trim levels — the base XLE and the Limited model. The XLE rides on 19-inch alloy wheels, with heated and power-adjustable cloth front seats, heated leather steering wheel and Toyota Safety Sense 3.0, the automaker's suite of driver-assist and safety technology.

The Crown Signia Limited gets 21-inch wheels, a fixed-glass panoramic roof, heated and ventilated seating for first-row occupants and heated second-row seats — all in leather. It also adds rain-sensing wipers, and front and rear parking assist with automatic braking, Toyota said.

Both trim levels come standard with a 12.3-inch touchscreen infotainment system running the Toyota Audio Multimedia system and a 12.3-inch digital instrument cluster.