Toyota’s Century is moving beyond its long-standing Japanese-market roots, with recent moves suggesting the ultra-luxury brand could be preparing for a broader global push that may eventually include the United States.
Toyota Century Shows Signs of Global Expansion
For decades, Toyota kept its flagship Century luxury sedan exclusive to Japan. But last October, the automaker elevated Century into a standalone ultra-luxury brand and unveiled a striking coupe concept for the marque.
The move signaled global ambitions for Century, which is positioned above Lexus. Toyota has also sold the Century SUV in Japan, China and, in smaller numbers, the Middle East and other Asian markets since the fall of 2023.
Akio Toyoda Brings Century SUV to Detroit
Toyota chairman Akio Toyoda offered another strong indication of the brand’s ambitions last week when he arrived in Detroit for his induction into the Automotive Hall of Fame in a Century GRMN SUV that is not available in the United States.
When asked about Toyoda’s choice of vehicle, Toyota Chief Technology Officer Hiroki Nakajima told Bloomberg that the automaker wanted to showcase the latest version of the Century.
“It’s a global model, so we’re interested in getting feedback from auto industry officials in Detroit,” Nakajima said.
Toyota has taken several other steps over the past year that point toward expanding Century beyond its existing markets. The automaker launched an English-language website focused on the cars’ master Japanese craftsmanship and opened the first Century showroom in central Tokyo.
Why Toyota May Expand Century Overseas
Whether bringing Century to the United States makes business sense is less clear if sales volume and revenue are the only measures, according to Bloomberg Intelligence auto analyst Tatsuo Yoshida.
But Yoshida said the move would represent more than a volume-driven business decision, describing it as a statement that Toyota wants to compete in the super-premium category currently dominated by European brands.
Century SUV Starts Above $170,000 in Japan
Like vehicles from Rolls-Royce and Bentley, the new Century models are partially handmade while remaining significantly less expensive than those brands’ vehicles.
The Century SUV starts at 27 million yen in Japan, equivalent to more than $170,000 at the current exchange rate. For comparison, the Bentley Bentayga starts at around $210,000 in the U.S., while the Rolls-Royce Cullinan starts at $440,000.
If the Century SUV reaches the U.S., however, its price would likely be higher than $170,000 because of import duties and other homologation costs.
Century’s Role Within Toyota’s Luxury Strategy
Toyota sold around 500 Century vehicles last year, compared with around 1,700 in 1997. Expanding into additional overseas markets could increase sales while also providing a halo effect for Toyota’s regular vehicles.
Strengthening the Century brand could also reduce the need for Lexus to move further upmarket.
What Powertrain Could the Century Coupe Use?
Another major question concerns the powertrain for the Century coupe concept once it reaches production. The current Century sedan uses a hybrid V8 engine, while the Century SUV is powered by a hybrid V6 engine.
There have been rumors that the Century coupe could introduce a hybrid V12, although Toyota has said it cannot disclose technical details yet.
The idea would have historical precedent within the Century lineup. The sedan introduced in 1997 featured a naturally aspirated V12 engine, described as the only V12 passenger car engine ever mass-produced by Toyota.
