- Akio Toyoda hints at the growing importance of the Century sub-brand.
- Speculation suggests Century could become a fully standalone global brand.
- Rumors also suggest a luxury minivan or two-door coupe could be coming.
Toyota recently kicked off a teaser campaign for a mystery new project, promising a full reveal on October 13 ahead of the Japan Mobility Show 2024. The announcement has fueled speculation that the flagship Century sub-brand could be about to play a larger role within Toyota’s lineup, possibly growing its portfolio beyond the current sedan and SUV models.
The dedicated teaser site highlights the Century crest with equal prominence to Toyota, Lexus, Gazoo Racing, and Daihatsu. This was not by accident. According to President Akio Toyoda, the decision reflected his belief that “the Century belongs right in the center.”
A Brand Poised To Break Away?
Early theories suggested the campaign might revolve around Toyota’s TNGA platform, which is a common element among all five brands. Another possibility would be a renewed strategy and sales targets for each brand. But with Century featuring daily in teaser updates, another possibility has emerged.
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On Japanese social media, speculation points to Century stepping out from Toyota’s shadow and evolving into a standalone brand, following the path taken by Lexus. The company has already confirmed plans to offer Century products outside Japan.
Yet the juiciest rumor points to new shapes joining the Century family, from a low-slung two-door coupe to an ultra-plush minivan. If the latter happens, it would sit above the Lexus LM, which itself is already a high-end spin on the Alphard and Vellfire. To justify its place, it would need to offer Rolls-Royce levels of indulgence and exclusivity, aimed squarely at the upper end of the market.
More: Imagine A Toyota Pickup With Rolls-Royce Vibes And You’re Not Far Off From This
The original Century sedan, first launched in 1967, has long been Toyota’s domestic flagship, receiving only two generational updates, in 1997 and 2017. On the other hand, the Century SUV arrived in 2023 as the Japanese equivalent of the Rolls-Royce Cullinan, even extending into a GRMN performance variant.
While the spacious four-seater cabin and sliding rear doors of the existing SUV could make a minivan obsolete, it would be interesting to see Century expand into different segments. After all, the company has shown a willingness to experiment with bespoke commissions, including the one-off Century SUV Convertible designed for parades. Whether the brand will expand into such territory or let the idea remain in rumor is something that only the upcoming reveal will answer.
