It’s named after an island paradise in Celtic mythology: Avalon. And, like the previous three generations of Toyota’s flagship sedan, the fourth also does the name justice (never mind the island part).

“Since its first launch in 1995 . . . the Avalon has always been the epitome of refinement, comfort and sophistication in the Toyota lineup,” says Bob Carter, Toyota Division Group Vice President and General Manager, Toyota Motor Sales, U.S.A. The new 2011 Avalon “possesses a distinctive new exterior style while offering a restyled interior and practical new technologies.”

The styling, features and comfort, notes Carter, “turn heads and continue to offer great value in the segment.” And that’s exactly what the new 2011 Avalon has been doing—turning heads—since its introduction earlier this year.

Available in nine colors, the two models—Avalon and the top-of-the-line Limited—can’t help but stand out in a crowd. Among the most prominent exterior design flourishes: a new grille, distinctive headlamps and LED taillamps with unique “Light Pipes” for an added signature look, and integrated dual exhaust. Both models also come standard with 17-inch alloy wheels, with the Limited sporting a contemporary five-spoke design and an elegant “diamond-cut” finish. Even the power folding outside mirrors (which are heated, too) artfully combine form and function, featuring an integrated turn signal. The mirrors on the Limited model also include “puddle lamps”—lights that illuminate the pavement directly below the mirrors and have an auto-dimming feature.

Inside the hushed and spacious cabin of the 2011 Avalon is a new dash, with sight lines that flow to the redesigned center stack, providing easier use for both driver and passenger. The ambience is enhanced by superbly crafted materials designed for comfort for the driver and four passengers. Soft leather trim available in two grains and four colors covers much of what can be seen and touched, including the seating surfaces, console, door inserts and the leather-wrapped steering wheel.

Under the hood, both models have the same potent and confidence-inspiring 3.5-liter DOHC, 268-horsepower V6 engine, paired with a multi-mode six-speed automatic transmission. Powerful, yes, but also remarkably fuel efficient, with EPA–estimated MPG of 20 in the city, 29 on the highway.*

Also standard: an eight-way power driver’s seat with lumbar support; switches for the audio and climate controls conveniently located on the steering wheel; a rearview mirror that integrates the 3.3-inch display for the rear-mounted backup camera and a HomeLink® universal transceiver; a power tilt/slide glass moonroof; a nearly flat rear floor that enhances comfort and leg room; and reclining rear seats.

Among the standard features on the Limited: heated and ventilated eight-way power front seats, with an extension on the driver’s seat for extra thigh support; power rear sunshade with auto-return feature; High Intensity Discharge headlamps; and rain-sensing windshield wipers. An available touch-screen DVD navigation system integrates the display for the backup camera.

The new 2011 Avalon’s interior is filled with technological innovations that buyers of premium full-sized sedans have come to expect. The list includes XM® satellite radio (includes 90-day trial subscription) with NavTraffic®, Bluetooth® hands-free phone connectivity, and wireless audio music streaming. Want to boost the “wow” factor? Select the JBL Synthesis® sound system with 660 watts and 12 speakers (standard on the Limited, available on the Avalon grade with the DVD navigation system).

In addition to distinguishing itself through the years in areas such as luxury and refinement, the Avalon has also been a favorite of product-ratings organizations and the motoring press, in a wide range of categories. “[It’s] one of our most distinguished models,” says Carter, “. . . having earned awards from Consumers Digest, J.D. Power and Associates, and IntelliChoice,” among others. One of the most recenthonors: the “Top Safety Pick” award from the Insurance Institute for Highway Safety (IIHS). It’s the highest safety designation bestowed by the IIHS, an independent, nonprofit research and communications organization funded by auto insurance companies. To qualify, a vehicle must earn the top rating of “good” in the front, side, rollover and rear impact tests and be equipped with electronic stability control. (The IIHS testing was made more stringent this year with the addition of the rollover test.)

As with all new Toyotas, the 2011 Avalon features as standard equipment Toyota’s acclaimed
Star Safety System™, which includes Vehicle Stability Control; Anti-lock Braking System; Electronic Brake-force Distribution; Brake Assist; and Traction Control. Safety and security are further enhanced with the Avalon’s seven airbags, including dual stage driver and front passenger airbags, driver and front passenger seat-mounted side airbags, front and rear side curtain airbags, and driver’s knee airbag; front and rear crumple zones; side-impact door beams; head impact protection structure; an anti-theft system and engine immobilizer; and wide-angle fog lamps for enhanced visibility in poor weather.

And while it’s a world-class competitor, the new 2011 Avalon was born in America: at Toyota’s Calty Design Centers in Newport Beach, California, and Ann Arbor, Michigan, where it was styled; at Toyota’s technical center in Ann Arbor, where it was engineered; and finally at Toyota’s state-of-the-art factory in Georgetown, Kentucky, where it was built. For more information, see your local Toyota dealer or visit www.toyota.com/avalon.