# Toyota Century global brand expansion

> Live situation record from CLSTR: https://clstr.news/situations/toyota-century-global-brand-expansion
> Updated: 2026-10-02T18:09:00.000Z. Sources: 6. Developments: 2.

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.

## Timeline

### 2026-10-02: 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 sources. https://clstr.news/cluster/toyota-plans-to-expand-century-luxury-brand-globally

### 2026-09-30: 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.

4 sources. https://clstr.news/cluster/toyota-expands-century-luxury-brand-to-international-markets

---
Cite as: Toyota Century global brand expansion. CLSTR, https://clstr.news/situations/toyota-century-global-brand-expansion