Toyota is set to redefine the global luxury car market by introducing the Century as a distinct brand that surpasses Lexus in luxury. This strategy aims to position Century to compete with premier brands such as Rolls-Royce and Bentley, showcasing Toyota’s ambition to elevate its luxury offerings.
Toyota’s Vision for Century
During a panel discussion prior to the Japan Mobility Show, Toyota Chairman Akio Toyoda revealed the company’s strategy. He stated, “When we go higher-end, we need something above, not Lexus, nor Toyota.” This move emphasizes Century’s new place in Toyota’s hierarchy.
A Legacy of Luxury
The Century has been Toyota’s flagship vehicle since its debut in 1967, commemorating the founder Sakichi Toyoda’s century birth anniversary. Traditionally seen as a vehicle for Japan’s elite, the Century blends understated luxury with Toyota’s esteemed craftsmanship.
Distinct Brand Identity
Separating the Century brand from Toyota and Lexus aims to enhance the luxury hierarchy, allowing Lexus more creative control. Simon Humphreys, Toyota’s chief branding officer, noted that the rebranding would grant Lexus the freedom to innovate, while Century targets the pinnacle of the luxury market as “the top of the top.”
The One of One Concept
Century’s new identity will be highlighted through the One of One concept. This unique coupe showcases a design reminiscent of a blend between a Rolls-Royce and an SUV. Key features include:
- Passenger-side doors that slide open both forward and backward for easier access.
- Exceptional legroom for front-seat passengers due to the rear-set passenger seat.
- An absence of a rear window and a high stance on oversized wheels, providing a bold appearance.
Model Availability and Production
Currently, the Century line includes a sedan and an SUV. The vehicles feature:
- A sedan with a 5.0-liter V8 hybrid system, starting at approximately $180,000.
- A 3.5-liter V6 hybrid SUV, beginning around $170,000.
Production is limited to 50 sedans and 30 SUVs per month, ensuring exclusivity.
Global Expansion Plans
Toyota plans to expand the Century brand internationally, albeit cautiously. Initial expansions include:
- Century SUVs launched in China last October, with around 40 units sold via Lexus dealerships.
- The United Arab Emirates expected to receive shipments by 2026.
- No announcements have been made regarding the Century’s arrival in the United States, though Toyota is exploring opportunities.
Each Lexus dealership selling Century models will employ a “Century Meister,” a trained specialist to enhance customer experience.
Comparing Brand Strategies
This new brand structure mirrors Japanese watchmaking in which different labels serve distinct market segments under a single parent company. The success of Century against European luxury competitors remains to be seen, but Toyota’s emphasis on craftsmanship and reliability could appeal to discerning buyers.
