Toyota Expands Luxury Century Brand Globally
Toyota is expanding its luxury brand Century globally for the first time. According to Bloomberg, Toyota Motor Corporation Chairman Akio Toyoda recently appeared in a new Century SUV in Downtown Detroit as he was inducted into the Automotive Hall of Fame.
Nakajima-san, TMC Chief Technology Officer, said they chose the Century 'to showcase the latest version' and get feedback from auto industry officials. The Century is positioned above Lexus in the Toyota brand hierarchy, historically reserved for vehicles transporting Japan's Imperial family and Prime Ministers.
The Century name was created in 1967 to mark Toyota founder Sakichi Toyoda's 100th birthday. Current models are still partly handmade, with a domestic market starting price of 27 million yen (~A$250,000), a significant jump from the Bentley Bentayga (from A$396,500) and Rolls Royce Cullinan (A$777,000).
Toyota sold around 500 Century vehicles in 2025, compared with about 1700 in 1997. Bloomberg Intelligence auto analyst Tatsuo Yoshida said this expansion is 'a clear statement by Toyota that it wants to play a role in the super-premium category currently dominated by European brands.' He added, 'Strengthening Century means Lexus doesn't need to push further upmarket.'