"For decades, Century has referred to a high-end automobile made by Toyota - first a sedan, and then an SUV. But beginning this month, Century is about to have a much broader and more expansive definition: Toyota plans to make Century its own high-end brand, one that's intended to compete with the likes of Bentley and Rolls-Royce. As Hagerty's Nik Berg reports, Century will supplant Lexus as Toyota's highest-end marque."
"Writing at CarScoops, Thanos Pappas notes that Toyota's announcement came in advance of this month's Japan Mobility Show. Toyota's chairperson Akio Toyoda made the comments while on a panel, at which time he stated that the new brand version of Century was intended to be "in a class of its own."As for what potential buyers can expect, a concept vehicle also revealed this week - known as the One of One - offers some clues."
Toyota is transforming Century from a single model name into a standalone high-end marque positioned above Lexus. The Century brand will target ultra-luxury buyers and aims to compete with established names like Bentley and Rolls-Royce. A recently revealed concept called the One of One previews possible design directions, featuring a coupe layout with a conventional driver-side door and two sliding passenger-side doors. The concept emphasizes passenger comfort with increased legroom on the passenger side. The Century name traces back to 1967 when the first Century became known as Toyota’s premium chauffeur-driven car.
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