Toyota is considering taking the Toyota Century beyond Japan, potentially bringing its ultra-luxury sedan and SUV to global markets after decades of limited availability. The move follows Toyota Chairman Akio Toyoda’s appearance in Detroit in a Century SUV, where he described the vehicle as a global model and sought feedback from auto industry officials.
The Toyota Century’s Exclusive History
The Toyota Century has been a Japan-only sedan for decades, with its cost and limited production keeping it largely within the markets of the Imperial House of Japan, Japanese government leaders and high-level executive business people.
Since 1967, the Century has represented the pinnacle of Japanese automotive craftsmanship. Unlike other Toyota vehicles, it does not use a Toyota badge. Instead, it carries a phoenix logo representing the Imperial House of Japan.
Older used Century models have reached various global markets, but Toyota is now considering officially bringing the Century to the rest of the world.
The Century SUV Draws Attention in Detroit
Last week, Toyota Chairman Akio Toyoda was inducted into the Automotive Hall of Fame in Detroit and arrived in a Century SUV, drawing attention to the model.
Toyoda declared the Century a global model and said, “we’re interested in getting feedback from auto industry officials in Detroit.”
Until 2023, the Century was exclusively a sedan designed around rear-seat passengers. Toyota has since expanded the lineup with an SUV, while a Chinese-market version is also available.
Why the Century Sits Above Lexus
When Lexus was introduced in the U.S., it competed with premium and luxury models from Mercedes and BMW on price and quality. The luxury division continues to compete in that segment, but the ultra-luxury market operates differently.
The Century is aimed at a level of exclusivity beyond conventional luxury vehicles. Buyers in this segment seek vehicles that are incredibly exclusive, engineered to the highest quality and exquisitely luxurious.
That distinction places the Century above what Lexus, Toyota’s luxury division, can offer. The Century is currently hand-built to order in small batches and, as far as can be determined, at a rate of around 500 vehicles per year.
That combination of limited production, craftsmanship and a badge and vehicle linked to the Imperial House of Japan gives the Century a level of exclusivity that puts it several steps above Lexus territory.
