Toyota is considering expanding Century’s presence to more foreign markets
Image: Toyota
Toyota plans to strengthen the position of “Century,” Japan’s most prestigious automobile brand, with new models outside its home market. When Toyota Chairman Akio Toyoda was inducted into the Automotive Hall of Fame in Detroit, he arrived in a Century SUV. Hiroki Nakajima, the technology chief, said according to Automotive News, “It’s a global model, so we’re interested in getting feedback from industry representatives in Detroit.”
Since the 1960s, the Century has been used by members of the imperial family, prime ministers, and some of Japan’s most powerful CEOs. For decades, the series consisted of an elegant limousine designed for use with a chauffeur. Three years ago, Toyota introduced a larger SUV as well.
Last October, Toyota also unveiled a Century coupe as a concept car. At the same time, the company elevated Century to its own separate brand above the luxury Lexus line and launched an English-language website. In March, the Japanese company displayed several Century models, including the coupe concept, in a showroom in downtown Tokyo.
The new Century models are still partially handcrafted. The SUV costs around 152,000 euros in Japan, making it Toyota’s most expensive passenger vehicle. Models from competitors such as Bentley or Rolls-Royce are significantly more expensive.
According to Automotive News, Toyota sold roughly 500 Centuries last year, down from about 1,700 in 1997. Expanding into additional foreign markets could boost sales. A potential halo effect for other vehicles from the same corporate group is also mentioned. Yoshida stated that a stronger Century means Lexus does not need to move further up in the luxury segment.
The Century SUV is also sold in China and shipped in small quantities to other Asian countries as well as the Middle East, while Toyota is considering expanding into additional markets. It remains unclear what powertrain will be chosen for future Century models. The current sedan is equipped with a hybrid V8, while the SUV has a hybrid V6. Toyota has not yet disclosed any technical details about the coupe concept.
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Thomas Langenbucher is an expert in electromobility with experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.
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