Toyota expands Century luxury brand to international markets

Toyota is expanding the distribution of its Century luxury line beyond the Japanese market, positioning the brand above Lexus to compete with ultra-luxury manufacturers such as Rolls-Royce, Bentley, and Maybach.

Historically reserved for the Japanese imperial family, prime ministers, and corporate executives, the Century has transitioned from a domestic icon to a global ultra-luxury offering. The lineup now includes hand-crafted limousines and a massive SUV, with recent developments including a sleek coupe concept unveiled at the Japan Mobility Show 2025.

The brand emphasizes traditional Japanese craftsmanship, utilizing materials such as Nishijin-ori brocade from Kyoto and urushi lacquer. Toyota intends to reach high-end buyers through private channels, focusing on mechanical excellence, durability, and a discrete presence rather than rapid product cycles.