"Someday, a Crown" is a catchphrase that symbolizes the Toyota Crown, a car that Japanese people long for.
The Crown, which was born in 1955 and is celebrating its 70th anniversary this year, has been evolving year by year, but its style will change significantly in 2022, and from October 2023, Crown specialty stores "THE CROWN" will open in six locations across the country.

To commemorate the 70th anniversary of the Crown's birth, we had the rare opportunity to experience the "Drive, Touch, Feel" monitor experience campaign "47ROADS BY CROWN - THE EMOTIVE JOURNEYS."
I also hear that many people are switching from imported cars to the Crown, so I decided to explore in my own way what the Crown's appeal is.

It started with "THE CROWN," a Crown specialty store with six locations.

The Crown specialty store "THE CROWN" is currently located in six cities: Tokyo, Chiba, Yokohama, Nagoya, Osaka, and Fukuoka.
This time, I visited the Yokohama Tsuzuki location, and even the gate itself is quite different from other dealerships. The dealership is packed with the charm of the Crown, and the world of the Crown unfolds from the moment you step inside.
With its high-quality interior and top-notch hospitality, you'll feel as if you're receiving special treatment as a premium car owner. Visiting here also provides an opportunity for owners to communicate with each other, creating a space where new connections can be made.
Of course, those who want to experience the Crown can fully experience its individuality and charm.

The Yokohama Tsuzuki "THE CROWN" that I visited this time is the first "THE CROWN" store along with the Fukuoka store. With its modern Japanese exterior that makes generous use of wood and the crown-marked noren curtain hanging at the entrance, it has the appearance of a long-established inn.

The interior of the store is designed to look like a living room filled with luxurious furniture and a Japanese garden-style courtyard with a row of crowns.

In addition, the store is lined with photos and books of past Crown models, and Crown merchandise can also be purchased, making it a true Crown mecca.

If you want to experience the Crown at your own pace, this is a space you should definitely visit.

First, we were served some carefully brewed Japanese tea and sweets, then we received the keys to our test drive vehicle, a Crown Sedan, and set off.

Enjoy your car with your senses. "The Crown is the best" with a sense of security and comfort.

The Crown was born in 1955 with the aim of being a "luxury car made by Japanese people, for Japanese people," and is a car that Japanese people aspire to. The 2022th generation Crown, which underwent a full model change in 16, is available in four different styles: "Crossover," "Sports," "Sedan," and "Estate," evolving into a "Crown that you can choose" to suit your style and lifestyle.

Although he calls himself a car enthusiast, he is completely unfamiliar with car functions and specifications, but he believes that design is something he cannot compromise on. Recently, due to his age, he has also begun to place great importance on reliability and safety.

From this perspective, the beautiful form of the new Crown is sure to catch your eye. The Crown is now a common sight on the streets, and its front face is quite cool.

The interior is quite spacious, and the seats are comfortable, as well as the quiet interior and smooth ride, making it a great way to take a breather from your hectic daily life. And what's even more pleasing is that it's fully equipped with advanced safety features.

Head to "Nihonbashi Yumeto Main Store" where you can experience traditional Nihonbashi craftsmanship

To be honest, it can be a little nerve-wracking to drive a new car for the first time, but the smooth start and solid stability give you a sense of confidence as soon as you get behind the wheel, thinking, "This is great! I can drive with peace of mind!"

From the local road to the Metropolitan Expressway, the acceleration was so smooth that I had to be careful not to go too fast. Although there was a bit of congestion as usual in a few places, I got through safely and headed to Tokyo Metropolitan Route 47, one of the CROWN 402 ROADS.
This is a special prefectural road that connects Hitotsubashi-gashi intersection in Chiyoda Ward to Yurakucho Station. I heard that it was chosen as a road where you can enjoy the urban landscape, from the business district of Otemachi to Marunouchi, and the beautiful station building on the Marunouchi side of Tokyo Station. It is truly a pleasant ride through this metropolis that can be called the epitome of Tokyo.
Only by taking such a long-distance test drive can you truly experience the car's characteristics and appeal.

We arrived at Utsuwa Nihonbashi Yumedo Main Store, a wholesaler of high-quality lacquerware and glassware.
This is a long-established lacquerware store that began as "Lacquerware Wholesaler Muto Saburo Shoten" in 1923 (Taisho 12) and has mainly done business with department stores. Currently, it offers workshops where visitors can experience traditional Japanese culture, including kintsugi (gold repair), makie (lacquer lacquerware), and cloisonné ware, and is popular with foreign tourists.
The Kintsugi experience we will be experiencing this time is not just about repairing things, such as repairing chipped vessels, but also embodies the act of restoration, cherishing the "beauty that resides in broken things" and adding new sensibility to them.

Although it was my first experience with kintsugi, thanks to the careful instruction I received, I was able to work smoothly and enjoyably, from gluing together the cracks, filling in the chipped parts, sanding down the unevenness, and then repairing it using synthetic lacquer and substitute metal.
The intense, concentrated work, such as gluing the pieces to fit the curves of the vessel or placing the brush along the cracks, is refreshing, as if all other distractions are being cleared away.

A new sense of sensibility is taken on with a piece that has been kintsugi, making it a unique piece that has been made with the artist's own hands, and it becomes something that is different from any other piece that has been made with gold, and the artist feels even more attached to it.

The Kintsugi workshop here usually requires around five sessions, but this time it was a compact experience that could be completed in one session, and I was still able to enjoy Kintsugi to the fullest.

First experience with a hydrogen-powered fuel cell vehicle reveals expectations for future automobiles

The Crown is available in hybrid and plug-in hybrid versions, but this time I was given the opportunity to test drive the Crown Sedan FCEV (Fuel Cell Electric Vehicle), which runs on hydrogen.
The only emission is water, as the engine generates electricity by reacting hydrogen with oxygen in the air and uses that electricity to power the motor. With zero CO₂ emissions, this next-generation vehicle is by far the most environmentally friendly.
Toyota has already released the hydrogen-powered battery car "MIRAI," which uses a similar fuel cell system but appears to combine the luxury and comfort unique to the Crown.

The first hydrogen-powered fuel cell vehicle is easier to drive and run than I imagined. If it drives in the same way as a gasoline-powered vehicle, I think it's better for the environment.
Even those who are a little hesitant about hydrogen cars will feel reassured when they hear that they can travel approximately 820 km on a single fill-up and that it takes just three minutes to fill up with hydrogen.
Furthermore, although it varies by prefecture, subsidies are available, and hydrogen stations are expanding, so I think it's best to get one as soon as possible.

The phrase "Someday a Crown" is certainly still alive and well today.
The Crown is truly a premium car that Toyota is proud of, filled with a sense of luxury and security, and its even more stylish design is sure to capture the hearts of women as well.
I think this move from imported cars to the Crown is a natural decision.

The first campaign we are introducing here has already closed, but we hear that a second campaign is under consideration. It would be a wonderful experience to embark on a journey exploring the charms of Japan in Japan's new Crown, the pride of the country.

Tableware Nihonbashi Yumeto Main Store
Nihonbashi Sorokaku Building, 1-8-13 Nihonbashi Honcho, Chuo-ku, Tokyo