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2 clusters · 6 sources · 3 days · First seen · Last updated

Toyota Century global brand expansion

Overview

Toyota is transitioning its Century luxury brand from a domestic Japanese icon into a global ultra-luxury offering. Historically reserved for the Japanese Imperial Family, political leaders, and corporate executives, the brand is being positioned above Lexus to compete with manufacturers such as Rolls-Royce, Bentley, and Maybach.

The expansion has progressed from the 2023 introduction of the Century SUV—which is currently sold in China and limited volumes across Asia and the Middle East—to a broader international strategy. The lineup includes hand-crafted limousines, a large SUV, and recent concept developments like a sleek coupe.

To maintain its ultra-luxury status, Toyota focuses on low production volumes, high levels of customization, and traditional Japanese craftsmanship, utilizing materials such as Kyoto’s Nishijin-ori brocade and urushi lacquer. While Lexus remains Toyota’s primary global premium brand, Century aims to reach high-end buyers through private channels, emphasizing mechanical excellence and discrete presence.

Entities

Lexus · Toyota · Akio Toyoda · Bentley · Hiroki Nakajima

Timeline

  1. [BUSINESS] 2 sources
    Toyota plans to expand Century luxury brand globally

    Toyota aims to elevate Century into a global ultra-luxury brand positioned above Lexus, targeting the high-end market currently occupied by brands like Rolls-Royce and Bentley.

  2. [BUSINESS] 4 sources
    Toyota expands Century luxury brand to international markets

    Toyota is expanding its ultra-luxury Century brand internationally, moving beyond Japan to compete with Rolls-Royce and Bentley through hand-crafted limousines and SUVs.

Sources

automaistv.com.br · autoplus.fr · it-boltwise.de · reddot.my · teknoblog.com · tienphong.vn