Toyota Elevates Century into Global Ultra-Luxury Brand

Toyota is elevating Century into an independent global ultra-luxury marque positioned above Lexus, and the company is already testing industry reaction in the United States. Toyota intends to position Century above Lexus as a global ultra-luxury brand. Akio Toyoda, chairman of Toyota Motor Corporation, recently arrived in Detroit in a Century SUV, a move the company presents as a sign it is ready to engage the U.S. market. Hiroki Nakajima, Toyota's chief technology officer, told Bloomberg that 'Century is a global product' and that Toyota will assess feedback from Detroit automakers and suppliers.

Models and markets

Century began in 1967 as Toyota's answer to chauffeur-driven ceremonial limousines and for nearly 60 years has regularly served Japan's imperial family, prime ministers and senior executives. Toyota broadened the Century name in 2023 by introducing an SUV and has since developed the marque into a standalone label positioned above Lexus. The SUV introduced in 2023 is offered with a V6 powertrain in China and, on a limited basis, in parts of the Middle East and Asia. The sedan remains available with a V8 and continues to be most closely associated with the domestic Japanese market. Last year Toyota also showed a tall coupe concept under the Century name, signaling the company does not intend to confine the brand solely to traditional chauffeur sedans.

Powertrains, positioning and challenges

Toyota has said that not all future Century products will be fully electric, a statement that has reignited speculation about the possible return of a V12 engine. The V12 is notable in Toyota's history as the only 12-cylinder engine the company has produced, previously fitted to the second-generation Century sedan. By elevating Century, Toyota directly positions the marque to compete with established ultra-luxury houses such as Rolls-Royce, Bentley and Maybach, while freeing Lexus to concentrate on broader luxury-market segments.

The decision to make Century independent was driven under the direct supervision of Akio Toyoda. After Toyota displayed a sedan and the new SUV together at the 2023 Japan Motor Show, Toyoda resolved to place the name in 'a separate class.' The path ahead includes the practical challenge of persuading wealthy global buyers unfamiliar with the Century name to consider it alongside long-established European ultra-luxury rivals.