by Toyota Launches New Luxury Brand Century
On the wave of record sales, Toyota is spinning off the Century model line into a separate luxury brand, challenging manufacturers such as Bentley and Rolls-Royce. However, as Hyundai’s experience with the Genesis brand has shown, Toyota faces a difficult task, especially in markets outside Japan: to convince buyers that it can create not only reliable but also truly premium cars that justify the high price.
The first car of the new brand will be a stylish high-roof coupe. The company is already taking concrete steps to declare its ambitions. At the end of March, the flagship Lexus dealership in Tokyo’s Aoyama district was renovated to open a special “Century Studio” there. It features a bright orange concept coupe alongside the classic Toyota Century sedan.
The classic Century sedan, added to the dealership’s exhibition, was moved from the Toyota Museum in Aichi Prefecture.
Potential Competitor to Rolls-Royce
Although details about the flagship Century coupe presented at the Japan Mobility Show in December remain scarce, it has every chance of becoming a worthy competitor to the Rolls-Royce Wraith. The idea that Toyota could create a car capable of competing with some of the best cars in the world may seem incredible, but the ambitions of Akio Toyoda (Chairman of the Board of Toyota) cannot be denied.
The company confirmed that the production version of this two-door car will not be electric but will rely on a traditional internal combustion engine. According to recent reports from Japan, it could be a 6.0-liter bi-turbo V12, possibly paired with a plug-in hybrid system producing over 800 hp. This would be a logical continuation of traditions, as previous Century models had a long and proud history of using twelve-cylinder engines.
Prices and Market Challenges
The car’s market price is expected to range from 30 to 40 million yen (approximately $189,000 – $251,000), with some top versions potentially costing over 70 million yen (about $440,000). To convince buyers to pay such a sum, Toyota will have to bet on outstanding performance, a luxurious interior, and a brand reputation for building cars capable of serving for generations.
Creating a separate luxury brand is always a long-term strategy that requires forming a new identity and an emotional connection with the customer. The success of Century will depend not only on the technical characteristics of the first coupe but also on the consistency in developing the model range, the exclusivity of service, and the ability to tell a compelling story about the quality and heritage behind this name. The ultra-luxury market is very conservative, and new players need to offer something truly unique to draw attention away from icons like Rolls-Royce.
