First Look: 2025 Crown Signia Ascends to Toyota’s Luxury SUV Throne

Available only in hybrid form, the 2025 Crown Signia is taking its bow at a media-only event ahead of this year’s Los Angeles Auto Show.

Toyota has been working hard to shed its long-standing reputation for plain vanilla products. And, it took a big step forward when it launched the Crown model 2 years ago.

Meant to help redefine the idea of a sedan, it also served as the anchor of an entirely new sub-brand — which is about to get fleshed out with the addition of the 2025 Toyota Crown Signia.

Making its debut ahead of the official opening of this year’s Los Angeles Auto Show, Signia takes aim at the SUV market with a well-equipped five-seater that will be offered exclusively with a hybrid powertrain.

Based on the Japanese Crown Estate, Signia shares the same TNGA-K platform as the Crown sedan. And though it’s an inch shorter, the SUV offers a notably roomier cabin. It adds some intriguing new features, including the “extension boards” that make it easier to stow oversized cargo once the back seats are folded down. With them folded down, the cargo area stretches an uninterrupted 6.5 feet.

“What makes his vehicle unique is its cargo space,” Jessica Robinson, the marketing planner overseeing the launch of the 2025 Toyota Crown told me during a one-on-one sneak peek.

Toyota Crown: All in the Family

There’s a clear familial resemblance between the Crown sedan and the Crown Signia. The two vehicles share the same sheet metal through their B-pillars. But, Signia is easy to spot thanks to its distinctively perforated, monochromatic grille, partial front splitter, and bi-level lamps.

Depending on the trim, the new Signia is available with 19- or 21-inch wheels and tires.

To access that yawning cargo compartment, meanwhile, the new SUV features a power tailgate that can be opened simply by waggling a foot underneath the back bumper.

One thing missing on the tailgate is the name, Signia. Instead, Toyota decided to solely focus on the Crown badge, Robinson noting that, “We’re going after establishing Crown as its own sub-brand.”

Crown Signia: A Look Inside

Following up on the sedan’s layout, even the base Signia trim features a well-appointed cabin. Its horizontal layout accentuates the wide stance of the SUV. It features plenty of soft-touch materials on all trims, with the highline Limited package equipped with leather-trimmed seats. All models feature standard eight-way power driver and front passenger seats.

Aiming at a younger, more tech-savvy buyer, the 2025 Signia comes with twin 12.3-inch displays. The touchscreen atop the center console operates a wide range of vehicle functions — though Toyota designers retained a manual volume knob and manual controls for the climate control system.

Signia gets the automaker’s latest voice assistant which can be activated simply by saying, “Hey, Toyota.” Add a number of high-power USB-A and USB-C ports in the front and back, and occupants can easily charge their digital devices. SiriusXM radio comes standard, as do both wireless Apple CarPlay and Android Auto. There’s also a Wi-Fi hotspot.

Smart Safety

The list of tech is a long one and also includes the Limited grade’s digital Panoramic View Monitor with its birdseye view making it easier to park.

Advanced driver assistance systems include pre-collision warning with pedestrian detection, lane departure alert with steering assist, rear cross-traffic alert and blind spot alert. Those come standard as part of the Toyota Safety Sense 3.0 system. Additional ADAS functions are available as part of the Advanced Technology package.

Hybrid Only

One notable difference between the Crown sedan and the Crown Signia is Toyota’s decision to outfit the SUV with a single powertrain option. In this case, a 2.5L gas engine mated to three electric motors. The package makes a reasonably peppy 236 horsepower directed to all four wheels. That’s a big upgrade from Toyota’s earlier hybrid technology, which put its focus exclusively on fuel economy at the expense of performance.

While final numbers haven’t been released, Signia is expected to come reasonably close to the 7.2-second 0-60 launch times of the Crown sedan. Even so, the package is tentatively rated at a combined 36 mpg.

The decision to go with the single hybrid package comes as a bit of a surprise, as the Crown sedan also is available with the Hybrid Max option on the top-line Platinum model. It uses a turbocharged 2.4L four-cylinder with an added electric motor on the rear axle to punch out a combined 340 horsepower. The 0-60 time drops to 5.1 seconds.

The 2025 Crown Signia uses that hybrid power to tow up to 2,700 pounds. No, not much, but enough for some small camping trailers or towing a dirt bike or two to the trailhead.

Crown: More to Come?

“We’re always listening to the voice of the customer for future powertrain options,” Johnson told me.

Insiders hinted that Toyota will be testing the waters to see if potential buyers want not only the Hybrid Max powertrain but the plug-in hybrid option that is being added to the Crown family in Japan.

2025 Crown Signia: Pricing & Availability

Toyota’s U.S. dealers will start delivering the 2025 Crown Signia by next summer.

The automaker has yet to reveal pricing for the SUV, but it’s expected to run a bit higher than the current Toyota Crown sedan. It starts at $41,145 and pushes up to around $54,000 for a fully equipped Platinum trim package.

For now, the 2025 Toyota Crown Signia will be offered in only XLE and Limited grades.

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