Revisiting the past with new car name launches can be a mixed bag. On one hand it helps create more buzz since the name is recognizable. On the other, it may seem like a brand is running out of new ideas.

One new vehicle that harkens back to long-gone days is the Toyota Crown, a historic nameplate that comes back to life in 2023 to replace Toyota’s Avalon in the full-size sedan category.

And while it has nothing in common with the Toyota Crown that first came to the U.S. in 1958 and was sold through 1972, the name is a strong one, evoking royalty and leadership.

I recently tested the 2023 Toyota Crown — which is one of the few vehicles still for sale in the large sedan category — taking on rivals such as the Volkswagen Arteon, Volvo S90, Nissan Maxima and the Kia Stinger.

Toyota fans who are seeking a bit of luxury, but don’t want to step up to a Lexus sedan, will welcome the Crown as a worthy replacement for the Avalon.

Its striking looks and design are the teaser to get your attention, then the performance and tech/safety will garner even more positive feedback.

Read on for my full take on this reborn classic nameplate from Toyota.

The current state of the full-size sedan is a curious one.

The status symbol everyone wanted in past generations, over time it has been relegated to the backburner as SUVs became the dominant force in the auto industry.

While luxury brands still offer high-end full-size sedans at astronomical prices, non-luxury brands are slowly bowing out of the full-size sedan market. One exception, for the short term, is Volkswagen, which still has the Volkswagen Arteon available (at least until 2024, which has been announced as the final model year).

I tested the 2023 Volkswagen Arteon, specifically a SEL Premium R-Line model, and I’m back with a full report on what this unicorn of a vehicle has to offer to car buyers still in the sedan market, who are resisting the move to SUVs.