Toyota Motor Corp. elevated its decades-old Century nameplate into a separate brand at the Japan Mobility Show, betting that Japanese craftsmanship can challenge established European ultra-luxury marques despite skepticism about market demand.
Chairman Akio Toyoda announced the move during a presentation, positioning Century above Lexus to compete with Rolls-Royce and Bentley. The brand will operate with “One of One” customization philosophy, though Toyota produces just 50 Century sedans and 30 SUVs monthly in Japan—volumes that raise questions about profitability.
Current models start around ¥25.8 million ($170,000) for an SUV and ¥27.4 million ($180,000) for the sedan, undercutting European rivals but still positioning Century at premium price points. The vehicles use hybrid powertrains, with the sedan employing a 5.0-liter V8 system.
Century launched in China last October with approximately 40 units sold through Lexus dealers, while the UAE expects deliveries in 2026. No U.S. launch has been announced.
Toyoda framed Century as a response to Japan’s diminished global presence during what he termed “the lost 30 years,” invoking the brand’s postwar origins to restore national pride. Whether nostalgia translates into sales against entrenched European luxury brands remains uncertain, particularly given Toyota’s limited track record in the ultra-premium segment.
