Move Over, Lexus: Toyota’s Century Brand Takes Luxury Further

Century brand could expand beyond Japan

Almost two years ago, Forbes reported that Toyota was planning to position ‘Century’ as an ultra-luxury brand to sit above Lexus, presumably to challenge the likes of Rolls-Royce and Bentley. A Toyota executive who chose to remain anonymous let this plan slip at the time, as there was no official announcement from Toyota.

But to coincide with the reveal of the dramatic Century ‘One of One’ concept at this year’s Japan Mobility Show, Toyota delivered official confirmation that it planned to sell its most upscale models under the Century brand, above Lexus. This could potentially see the Century brand expand globally, whereas currently, Century-branded models are reserved primarily for the Japanese market.

Century Models Already Distinguished From Other Toyotas

Chairman Akio Toyoda was part of a panel discussion this week, where the Century was being discussed. In this discussion, he said an “above-Lexus” space existed within Toyota, and that’s where the Century brand would fit in. It would be “a class of its own,” with technology, materials, and design that will distance it from even the most expensive Lexus models. A Brand Formation graphic shared by Toyota shows the positioning of each major brand in its portfolio, with Toyota in the middle, the budget-oriented Daihatsu at the bottom, and Century at the very top.

The current Century lineup goes all the way back to 1967, when the flagship sedan was launched. The latest Century sedan has a hybrid V8, a 20-inch LCD screen at the back, and upholstery choices that include 100% wool. In 2023, the Century SUV arrived, also a full-size model with hybrid power and huge, reclining back seats. Design-wise, both vehicles look different to any Toyota, and they have their own Phoenix badge, so there’s no mistaking them for an average Toyota or Lexus.

The new Century Coupe adds a third body style, and the concept’s wild design has pushed Toyota design into another realm entirely; it looks like a car that could be compared to Jaguar’s equally dramatic Type 00 revealed last year.

Assuming the coupe goes into production, Toyota would have three strong models to officially launch the Century brand in other markets, and the Century SUV could even spawn a four-door convertible.

High Price, High Ambitions

The Century SUV starts at around $180,000 in Japan. To put that into perspective, the most expensive Lexus LX Hybrid costs $141,000, so the Century is certainly in another league. This price point will place the Century SUV within spitting distance of the Bentley Bentayga, which starts at a little over $200,000.

In order to put enough daylight between the Lexus and Century brands, Toyota must ensure that the latter matches the refinement and attention to detail of rivals in its price category. This won’t be easy, but there’s another problem: Brand cachet. The Century may have reached iconic status in Japan, but it’ll be a big ask for wealthy customers outside of this market to choose one over Bentley, Porsche, or even Jaguar; the British brand intends to make a move into the ultra-luxury segment, too.

If the Century brand’s new era is as successful as the arrival of Lexus in the late 1980s, Toyota’s global domination could hit new highs.