Toyota is taking a big step into the world of luxury, with the Japanese automaker launching Century as a separate global luxury brand, positioned above Lexus, and competing directly with the likes of Rolls-Royce and Bentley.
The Toyota Century has always been a symbol of prestige in Japan, available as an ultra-luxury sedan and a large SUV like the Rolls-Royce Cullinan. Until now, these models were only sold in Japan (and in very limited numbers in China). But Toyota now plans to expand the Century brand worldwide, offering hand-built, highly customizable vehicles built by expert craftsmen.
Toyota showcased a stunning Century SUV Coupe concept at the Mobility Show in Japan, featuring a long hood, a sweeping roofline and a striking orange livery, inspired by the mythical phoenix, the brand’s phoenix logo symbolizing rebirth and excellence.
The interior design focuses on chauffeur-driven comfort rather than self-driving luxury. The front passenger seat automatically reclines and slides for easy access, while the rear seat is designed to provide maximum comfort, perfect for those traveling with a driver.
Interestingly, the concept has no visible exhaust, suggesting it could be all-electric, although Toyota officials hinted that both electric and 12-cylinder petrol options will be available, and both are being considered depending on market demand.
Each Century model features up to 60 layers of hand-applied paint, reflecting the brand’s dedication to craftsmanship. Prices in Japan currently start at €140,000 (roughly ₹1.25 crore), which places the Century between Lexus and Rolls-Royce. However, Toyota could move it up the price ladder as it expands globally.
Toyota wants to create a true ultra-luxury brand that combines Japanese tradition, craftsmanship and cutting-edge technology, aiming to stand proudly alongside Rolls-Royce and Bentley in the world’s most exclusive garages.
