Business
Introducing Century, Toyota’s new car brand that will offer even more luxury than Lexus
Toyota will attempt to reshape the global luxury car market by transforming Century from a revered Japanese car into a standalone brand positioned above Lexus, with ambitions to rival Rolls-Royce and Bentley on the world stage. Carscoops reports Toyota announced the decision during a panel discussion ahead of the Japan Mobility Show, which opens to the public on October 31 in Tokyo.
Chairman Akio Toyoda explained the rationale behind the move, saying “when we go higher-end, we need something above, not Lexus, nor Toyota.”
“And we have the Century,” he said. “That is the position of the Century.”
First introduced in 1967 to commemorate the 100th anniversary of Toyota founder Sakichi Toyoda’s birth, the Century has been the automaker’s flagship car for nearly six decades. But the model was traditionally reserved for Japan’s political elite, business leaders, and members of the Imperial House of Japan, blending low-key luxury with Toyota’s reputation for meticulous craftsmanship. Unlike typical luxury vehicles that signal wealth, Century is often marketed as a symbol of achievement through “persistent work, the kind that is done in a plain but formal suit,” as one old Toyota brochure put it.
Toyota’s decision to elevate Century from a luxury car to a new brand altogether comes as the company seeks to clarify its luxury hierarchy and give Lexus greater creative freedom. Simon Humphreys, Toyota’s chief branding officer, told Carscoops the separation will allow Lexus to operate with more autonomy. “In a sense, Lexus will be freer to act,” Humphreys explained. “Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one.”
Century’s new brand identity will be showcased through the One of One concept, a coupe that looks like if a Rolls Royce had a baby with an SUV. While the driver’s side door opens normally, the front passenger seat has sliding doors that open forward and backward, offering a wide opening—and since the passenger seat is actually situated a bit further back in the car, you get exceptional legroom if you’re riding shotgun. And unlike traditional luxury coupes, the One of One has no rear window and rides high on large wheels, giving it a muscular, but still modern appearance.
Limited production
Currently, there are two cars sold in Japan that offer the Century branding: a sedan with a 5.0-liter V8 hybrid system, and an SUV powered by a 3.5-liter V6 plug-in hybrid. The sedan, which underwent its most recent redesign in 2018, starts at approximately $180,000, while the SUV begins around $170,000. Toyota produces just 50 sedan units each month and 30 SUV units, maintaining exclusivity through limited production.
The brand will expand globally, but slowly and cautiously. Century SUVs launched in China last October, with approximately 40 units sold through Lexus dealerships. The UAE is expected to receive its first shipments in 2026, also through the Lexus network. Toyota has not announced plans to bring Century to the United States, though the brand is “studying” international opportunities. Generally though, Forbes reports each Lexus dealership offering Century will employ a “Century Meister,” a dedicated specialist trained to provide personalized presentations and service.
Toyota’s new brand structure can be compared to Japanese watchmaking, where Seiko, Grand Seiko, and Credor serve different market segments under the same parent company. Whether Century can compete with European ultra-luxury cars remains to be seen, but Toyota is betting its heritage of Japanese craftsmanship and reliability will resonate with buyers.
You can get a sneak peek of Toyota’s One of One concept for the new Century brand below:
For this story, Fortune used generative AI to help with an initial draft. An editor verified the accuracy of the information before publishing.
