20:14 19-01-2026

Toyota's third Strawberry Crown debuts to promote local strawberries

The third generation of the "Strawberry Crown," a special promotional Toyota Crown created to promote local strawberries, debuted in Tochigi. The unveiling was part of the "Strawberry Kingdom Day" festival and Tochigi Toyota's anniversary events.

New Design and Project Symbolism

The car is once again based on the Crown sedan, but after six years, this update has turned the promo vehicle into a vibrant visual centerpiece for the regional campaign. The royal theme blends with a pink body paint, illustrations of local strawberry varieties, and the characters "Tochimaru-kun" and "Ichigo-chan." The front end is styled like a stylized palace, reinforcing the image of a "strawberry kingdom."

Project Goals and Regional Significance

The initiative has support from the prefecture's administration. Governor Fukuda attended the ceremony and noted the successful use of previous versions of the car in national PR tours. The new "Strawberry Crown" will continue to appear at exhibitions, agricultural festivals, and trade events, boosting recognition of Tochigi's products.

Continuity and Renewal

The arrival of this third generation marks the end of service for the second "Strawberry Crown." At the final display, both cars were shown together, highlighting the visual evolution and expansion of the promotional campaign over recent years. This updated vehicle also symbolizes Tochigi Toyota's intent to deepen its involvement in regional projects as it approaches its 80th anniversary.