Toyota plans to expand Century luxury brand globally

Toyota is planning to transform Century from a domestic Japanese model into a global luxury brand positioned above Lexus. Since its inception in 1967, Century has served as a high-end vehicle for Japanese politicians, business leaders, and the Imperial Family.

The brand's expansion began in 2023 with the introduction of the Century SUV, which is currently sold in China and in limited volumes across parts of Asia and the Middle East. While Lexus will remain Toyota’s primary global premium brand, Century will focus on ultra-luxury, lower production volumes, and high levels of customization to compete with manufacturers such as Rolls-Royce and Bentley.

Toyota executives have indicated interest in international feedback. Hiroki Nakajima, Toyota’s Chief Technology Officer, noted that Century is a global product, following Akio Toyoda’s recent appearance in Detroit driving a Century SUV, despite the model not being officially sold in the United States.