Toyota Motor Corp. on Tuesday took the wraps off its successor to the Mark II luxury sedan series, popular with baby boomers for 36 years, in a bid to lure younger generations.
The Mark X rear-wheel-drive luxury sedan features an enhanced structure that better absorbs the impact if the vehicle strikes a pedestrian, and makes such an impact more survivable for the pedestrian, the firm said.
The Mark X replaces the Mark II, Toyota's third-best selling car after the Corolla and Corona. Since its 1968 debut and eight model changes, there have been 4.8 million Mark II units sold.
The Mark II and other luxury sedans, including the Crown, have enjoyed popularity with baby boomers, many of whom saw ownership of such cars as symbols of their success.
The Mark II and other pricey models flew out of dealership showrooms during the heady bubble days in the late 1980s, when consumers were gripped by a prestige car boom.
But after the bubble burst and people's tastes diversified, these cars lost their shine, especially with the young, who favor minivans and compact cars.
The Mark X and a sportier Crown model released late last year represent Toyota's efforts to capture a larger share of the luxury sedan market in Japan, where foreign brands enjoy popularity.
The company also plans to introduce its upscale Lexus brand in Japan next year. The model has been very successful abroad.
The Mark X is priced from 2.457 million yen. Toyota has set a monthly sales target of 5,000 vehicles.