Toyota to Expand ¥27 Million Century Luxury Brand Globally
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Toyota Motor is preparing to expand sales of its ultra-luxury Century badge beyond Japan. The nameplate was historically reserved for domestic heads of state. Now, Toyota is positioning it above Lexus in international showrooms.
The rollout follows the introduction of a Century sport utility vehicle priced from ¥27 million ($171,651) in Japan. Annual Century deliveries there dropped to roughly 500 units last year from 1,700 cars in 1997.
Shipments of the Century SUV have already started to mainland China, alongside small export volumes to select markets in Asia and the Middle East. Executive leadership is now assessing wider entries, including North America. Chairman Akio Toyoda recently appeared at the Automotive Hall of Fame in Detroit in a custom Century SUV fitted with gold badging and bespoke trim.
Building a Tier Above Lexus
Carving out Century as a standalone crown brand resolves an internal ceiling that capped Lexus for decades. Lexus competes against volume luxury producers such as BMW, Mercedes-Benz and Audi. Yet it has struggled to justify price tags above $150,000 on standard production lines. Placing Century at the top allows Toyota to enter the ultra-luxury bracket without disrupting Lexus fleet and retail sales.
Work on the shift began in October 2025 when Toyota unveiled a Century coupe concept at the Japan Mobility Show. Toyota then launched an English-language portal and opened a dedicated brand exhibition space in downtown Tokyo in March. The structure mimics European automotive groups by separating mass luxury from low-volume coachbuilding.
Dealership networks and regional importers across Asia face a distinct retail model. Century models remain partly handmade, using traditional Japanese craftsmanship like Nishijin-ori brocade weaving and urushi lacquer trim. Output is tight. Because artisanal lines limit production, dealers will handle Century through bespoke allocations rather than standard floor inventory.
Pricing Against European and Chinese Competitors
Entering this tier puts Toyota against established European marques and aggressive Chinese electric vehicle makers. At ¥27 million, the Century SUV undercuts traditional benchmarks. The Bentley Bentayga starts near $230,000. Rolls-Royce commands base pricing around $355,000 for the Ghost sedan.
“Work on the shift began in October 2025 when Toyota unveiled a Century coupe concept at the Japan Mobility Show.”
Chinese automakers are also pushing into the bracket with software-heavy alternatives. BYD is marketing its Yangwang U8 SUV around $150,000. Meanwhile, Huawei-backed Maextro is preparing the S800 executive sedan to challenge the Mercedes-Maybach S-Class at roughly $100,000. These challengers rely on rapid software integration and extreme vehicle dynamics.
Distributors plan to counter that tech pitch with mechanical refinement and quiet cabins. The Century nameplate dates back to 1967, giving it a pedigree newer Asian brands lack. But export networks still face a basic test: convincing overseas buyers to pay six figures for a Japanese badge with no European heritage.
Powertrains and Production Hurdles
Homologation presents an immediate hurdle under the hood. Historical Century sedans gained cult status through a proprietary 5.0-litre V12 engine introduced in 1997 and retired in 2017. Today’s variants rely on electrified setups. The sedan uses a V8 hybrid system, while the new SUV runs on a 3.5-litre V6 plug-in hybrid drivetrain.
Engineers are evaluating future powertrain architectures for production iterations of the coupe concept. Automotive trade publications reported development of a modern V12 hybrid setup, but Toyota has declined to confirm specifications. Stricter emissions rules across Europe and tier-one Chinese cities make high-displacement engines costly to certify.
Gray-market importers have already proved that international demand exists at lower price points. Under US laws exempting 25-year-old cars from modern safety rules, collectors buy 1990s V12 Century sedans through specialty dealers for around $25,000. Translating that niche enthusiasm into sales for a new $170,000 vehicle requires building elite retail infrastructure from scratch.
The Next Steps for Export Markets
Initial work to build global visibility started with diplomatic fleets and private previews across East Asia. The company is now gauging response from dealer groups in North America and Southeast Asia. Factory tooling for left-hand-drive variants at higher volume will wait on those findings.
Toyota will review market feasibility studies and dealer allocation standards before presenting the Century lineup at international auto shows scheduled for 2027.