Toyota Unveils Century Brand: A New Pinnacle of Luxury Above Lexus

The automotive industry has long been defined by its pursuit of innovation and luxury. Toyota, a brand synonymous with reliability and engineering excellence, has taken a bold leap forward by introducing the Century brand as its new ultra-luxury division. Positioned above Lexus in the company’s hierarchy, Century aims to redefine the pinnacle of automotive sophistication, placing itself in direct competition with global luxury icons like Bentley and Rolls-Royce.

The Legacy of the Century Name

The Century nameplate carries a storied history that dates back to 1967, when Toyota first introduced the Century sedan as a flagship model. Over the years, the Century has remained a symbol of elegance and exclusivity, undergoing only two major redesigns in its nearly six-decade history. Traditionally associated with understated luxury, the Century sedan has been a favorite among Japanese dignitaries and corporate elites. Its design philosophy emphasizes minimalism and refinement, offering a serene and opulent driving experience.

Despite its exclusivity, the Century sedan has been relatively affordable compared to its competitors, with a price tag of approximately $164,000 in Japan. This strategic pricing has allowed Toyota to maintain the brand’s elite status while broadening its appeal within the luxury market. However, the introduction of the Century as a standalone brand marks a significant shift in Toyota’s approach to luxury, signaling its ambition to compete on a global scale.

Introducing the Century Coupe: A Vision of Modern Luxury

At the Japan Mobility Show, Toyota unveiled a stunning new concept under the Century brand—a sleek and dynamic two-door coupe. The concept car, with its bold orange hue and square-nosed design, represents a departure from the traditional image of the Century as a stately sedan. Toyota Chairman Akio Toyoda described the coupe as a “One of One” creation, hinting at its potential to either remain a concept or enter production based on market reception.

The Century coupe is designed to rival the likes of Bentley and Rolls-Royce, combining cutting-edge technology with artisanal craftsmanship. Its design language exudes confidence and sophistication, appealing to a new generation of luxury car enthusiasts. By elevating the Century brand to a position above Lexus, Toyota aims to create a distinct identity for its ultra-luxury offerings, ensuring that they are not overshadowed by its more mainstream models.

Chairman Toyoda emphasized the importance of positioning the Century brand at the pinnacle of Toyota’s lineup, stating, “When we go higher-end, we need something above, not Lexus, nor Toyota. And we have the Century. That is the position of the Century.” This strategic move underscores Toyota’s commitment to pushing the boundaries of luxury and innovation.

The Century SUV: Redefining Versatility in Luxury

In addition to the coupe, the Century brand also includes a luxury SUV that has drawn comparisons to the Rolls-Royce Cullinan and Bentley Bentayga. Introduced in 2023, the Century SUV combines the opulence of a traditional luxury car with the practicality and versatility of a modern SUV. Its spacious interior and advanced features make it an ideal choice for discerning customers seeking both comfort and functionality.

The Century SUV has already gained traction in markets like Japan and China, where it has become a symbol of status and refinement. According to industry reports, total shipments of the Century sedan and SUV increased significantly from 2023 to 2024, reflecting growing demand for Toyota’s high-end offerings. The SUV now accounts for approximately 78% of all Century sales, highlighting its popularity among luxury buyers.

The Future of the Century Brand

While the Century brand has made significant strides in the Japanese and Chinese markets, its availability remains limited outside of Asia. Toyota has yet to announce plans to bring the Century lineup to the United States or Europe, leaving international luxury enthusiasts eagerly awaiting the opportunity to experience these exceptional vehicles. However, the brand’s growing popularity and the introduction of innovative models like the Century coupe suggest that global expansion could be on the horizon.

Chairman Akio Toyoda’s personal connection to the Century brand further underscores its importance to Toyota’s future. Having taken delivery of his own Century sedan in 2018, Toyoda has been actively involved in shaping the brand’s evolution. His vision for the Century as a driver-focused luxury brand is evident in the design of the new models, which prioritize both performance and comfort.

The introduction of the Century brand marks a bold new chapter in Toyota’s legacy, elevating its luxury offerings to unprecedented heights. By combining timeless elegance with modern innovation, the Century brand is poised to redefine the global standard for ultra-luxury vehicles, cementing Toyota’s position as a leader in the automotive industry.