Toyota Takes Luxury Brand Century Global

Toyota is expanding its luxury brand, Century, to global markets for the first time. The move comes as Toyota Motor Corporation Chairman Akio Toyoda was inducted into the Automotive Hall of Fame in Detroit, where he arrived in a new Century SUV.

The exclusive nameplate has historically been applied to vehicles transporting the Japanese Imperial family and Prime Ministers since the 1960s. The latest Century models are still partly handmade, with a domestic market starting price of 27 million yen (~A$250,000).

Commenting on the brand expansion, Bloomberg Intelligence auto analyst Tatsuo Yoshida said, 'If you count just volume or revenue, pushing Century may not make a lot of business sense.' However, he added that it's a clear statement by Toyota to play a role in the super-premium category.

The luxury sector is crowded already, but Toyota doesn't give up until it succeeds. A 6.0-litre twin-turbo plug-in hybrid V12 powertrain is rumoured for the production version of the Century Concept coupe.