by Mysterious Campaign and Possible Expansion
Toyota recently launched a mysterious teaser campaign for a new project, promising a full reveal on October 13th ahead of the Japan Mobility Show 2024. This statement has sparked speculation that the flagship Century sub-brand could play a more significant role in Toyota’s lineup, possibly expanding its portfolio beyond the current sedans and SUVs.
Symbolic Placement and Strategy
The special teaser site highlights the Century emblem with the same significance as Toyota, Lexus, Gazoo Racing, and Daihatsu. This was no coincidence. According to President Akio Toyoda, this decision reflects his belief that
Century belongs right in the center.
Possible Departure from Toyota’s Shadow
Early theories suggested the campaign might revolve around Toyota’s TNGA platform, which is a common element for all five brands. Another possibility would be an update of the strategy and sales targets for each brand. But as Century appears daily in teaser updates, another possibility has emerged.
Japanese social media suggests that Century will emerge from Toyota’s shadow and transform into a standalone brand, following the path of Lexus. The company has already confirmed plans to offer Century products outside of Japan.
New Models and Exclusivity
The most interesting rumors point to the emergence of new body styles in the Century family, from a low two-door coupe to an extremely luxurious minivan. If the latter happens, it would position itself above the Lexus LM, which itself is already a high-end version of the Alphard and Vellfire. To justify its place, it would need to offer a level of luxury and exclusivity similar to Rolls-Royce, targeting the upper market segment.
History and Future Possibilities
The original Century sedan, first introduced in 1967, has long been Toyota’s domestic flagship, receiving only two generation updates in 1997 and 2017. On the other hand, the Century SUV appeared in 2023 as a Japanese counterpart to the Rolls-Royce Cullinan, even receiving a GRMN variant for enhanced performance.
Although the spacious four-seat cabin and sliding rear doors of the existing SUV might make a minivan redundant, it would be interesting to see how Century expands into different segments. After all, the company has already shown a willingness to experiment with custom orders, including a unique Century SUV convertible developed for parades. Whether the brand will expand its presence in such areas or leave the idea at the rumor level will only become clear after the future reveal.
The expansion of Century could open up new opportunities for Toyota in the global market, especially in the high-end luxury segment where competition with European brands has always been challenging. Historically, Century has remained a symbol of quality and tradition, and its potential independence could enhance the brand’s value among enthusiasts worldwide, offering unique solutions that combine modern technology with Japanese aesthetics.
