Toyota is planning to expand its ultra-luxury Century brand into a global marque, positioning it above Lexus as the pinnacle of its vehicle portfolio. The brand, which originated in 1967, has historically served Japan's political and business elite. In 2023, Toyota transitioned the nameplate into a standalone brand and introduced an SUV model.
The Century SUV is currently available in China and exported in limited volumes to select markets across Asia and the Middle East. Toyota is actively evaluating further international expansion. Chairman Akio Toyoda recently arrived in Detroit in a Century SUV, and CTO Hiroki Nakajima confirmed the company is seeking feedback from industry officials regarding the model's global potential.
The brand's expansion strategy aims to compete in the ultra-luxury segment against established rivals like Rolls-Royce, Bentley, and Maybach. While the traditional sedan remains focused on the Japanese market, the company is exploring new designs, including a high-riding coupe concept unveiled last year. Toyota noted that future models will not exclusively rely on electric powertrains.
The decision to elevate Century into a distinct brand was initiated by Akio Toyoda. He sought to place the models in a unique class after observing the sedan and SUV at the 2024 Japan Mobility Show. The company now faces the challenge of introducing the historically domestic-focused brand to wealthy international buyers unfamiliar with its heritage.
