"Toyota will attempt to reshape the global luxury car market by transforming Century from a revered Japanese car into a standalone brand positioned above Lexus, with ambitions to rival Rolls-Royce and Bentley on the world stage. Carscoops reports Toyota announced the decision during a panel discussion ahead of the Japan Mobility Show, which opens to the public on October 31 in Tokyo."
"But the model was traditionally reserved for Japan's political elite, business leaders, and members of the Imperial House of Japan, blending low-key luxury with Toyota's reputation for meticulous craftsmanship. Unlike typical luxury vehicles that signal wealth, Century is often marketed as a symbol of achievement through "persistent work, the kind that is done in a plain but formal suit," as one old Toyota brochure put it."
Toyota is transforming the Century from a Japan-only flagship model into a standalone ultra-luxury brand positioned above Lexus, with ambitions to rival Rolls-Royce and Bentley worldwide. Chairman Akio Toyoda said higher-end offerings require a distinct marque separate from Lexus and Toyota, identifying Century as that position. The Century originated in 1967 to mark founder Sakichi Toyoda's 100th birthday and has traditionally served Japan's political elite, business leaders, and Imperial House members, emphasizing understated craftsmanship and achievement through persistent work. The brand separation aims to give Lexus greater creative freedom while allowing Century to occupy the "top of the top" high-end market.
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