A ‘ReBORN PINK’ edition of the Toyota Crown Athlete has been launched in Japan. The car, a special edition of the fourteenth generation Crown, goes on sale in September.

This big sedan, traditionally bought mostly by males in their 50s, is usually ordered in black. At last November’s launch of the latest generation model, a pink car was shown as part of the media presentation.

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Akio Toyoda is said to have personally championed a limited run of ReBORN PINK cars so as to draw attention to the Crown.

Author: Glenn Brooks

Just Auto Excellence Awards - Nominations Closed

Nominations are now closed for the Just Auto Technology Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

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Continental has secured the Window Displays Innovation Award in the 2025 Just Auto Excellence Awards for its Window Projection solution, transforming side windows into dynamic, data-rich canvases. Discover how this compact projection technology and intelligent software are reshaping in-car UX and opening fresh revenue streams for OEMs and mobility providers.

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