Toyota's answer to Rolls Royce is going global

Picture Credit: Eco Motor News

Toyota is preparing to take its Century marque beyond Japan, transforming a vehicle long associated with the country’s political and corporate elite into a standalone ultra-luxury brand. Positioned above Lexus, Century is being developed to compete in a market traditionally dominated by European names such as Rolls-Royce and Bentley.

For decades, the Century was known primarily as a chauffeur-driven limousine used by members of Japan’s Imperial family, prime ministers and leading executives. Toyota began broadening its appeal with the launch of an SUV variant three years ago, followed by a striking coupe concept unveiled last October. The company has since showcased multiple models and introduced an English-language website highlighting the craftsmanship behind the brand.

The expansion reflects Toyota’s ambition to establish a presence in the super-premium segment, even if Century remains a relatively low-volume business. The SUV starts at around 27 million yen, or approximately $172,000, in Japan, placing it below comparable offerings from established European luxury manufacturers. Toyota sold about 500 Century vehicles last year, far fewer than the roughly 1,700 sold in 1997, making international growth a potential route to expanding demand.

Toyota is also exploring opportunities in markets beyond its existing presence in China and parts of Asia and the Middle East. The move comes as competition in the luxury market intensifies, with Chinese manufacturers introducing high-end vehicles featuring advanced technology and distinctive designs. Century’s approach is different, its identity rests on understated styling, traditional Japanese materials and meticulous craftsmanship, offering an alternative to more conspicuous luxury models.

A key question remains how Toyota will develop the next generation of Century vehicles, particularly their powertrains. The current sedan uses a hybrid V8, while the SUV features a hybrid V6; speculation about a possible return of the V12 has added to interest in the brand’s future. Beyond direct sales, Toyota may also benefit from Century’s prestige, reinforcing its wider brand image while allowing Lexus to retain its position in the luxury market.