Toyota Century brand goes global with new coupe model to rival Rolls-Royce, Bentley beyond Japan’s borders

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Toyota has decided to establish Century as a brand in its own right, with a range of ultra-luxury models set to be sold not only in Japan, but also in other global markets.

Century will sit above Lexus in the Toyota Motor Corporation (TMC) brand structure, with Lexus vacating the traditional high-end luxury sedan market by pivoting its flagships to the premium van and coupe-SUV space.

The Century range will consist of two current models, being the eponymous Century sedan and the large Century SUV. A third model, the Century Coupe, will join the lineup in the next year or two.

TMC chairman Akio Toyoda delivered a rousing speech in Tokyo announcing the global expansion of Century, decrying what he perceives as malaise in the Japanese economy and encouraging Japanese pride in car manufacturing.

“Century is more than just the name of a car. It is a heartfelt desire for world peace, and to shape the next 100 years of Japan. I have come to see this as my personal mission,” said Toyoda.

Century will sit above Lexus in Toyota brand portfolio

In its home market, the Toyota Century sedan is held in deep esteem and in Japan, the badge is already regarded as sitting above Lexus. That status has now been formalised.

“Century stands at the pinnacle. It is a car in a class of its own. I believe this car was born carrying Japan on its shoulders,” Akio Toyoda told media.

“We want to cultivate [Century] as a brand that brings the spirit of Japan, the pride of Japan, out into the world. The next century begins with us.”

Whether Century’s expansion plans include Australia is yet to be determined, but Toyota CALTY Advanced Research president Ian Cartabiano confirmed that the Century brand will “compete head-to-head” with Rolls-Royce and Bentley.

That will likely mean an initial focus on markets where those high-end British brands sell strongly. That includes the United Kingdom, but also the Middle East region and North America.

Helping Australia’s case is that all Century models have been developed for native right-hand drive in Japan. Today, the odd Century is seen on local roads thanks to grey-import programs.

“We want to complete our portfolio of brands, giving Lexus breathing space to do what it does best: challenging the competition and staying adventurous,” Cartabiano told media.

Hybrid-powered Century sedan and SUV models already in Japan

Both existing Century models are hybrids, but they are remarkably different under the skin.

The Century sedan could be regarded as the most ‘proper’ Century model, being largest in size and based on a native rear-wheel drive platform.

Its deeply dignified reputation and importance in Japan is difficult to understate. The Century sedan is the vehicle of choice for the Japanese emperor and royal family.

The Century sedan makes use of a plugless petrol-electric 2UR-FSE V8 engine producing 317kW of combined power.

Measuring 5335mm in length on a 3090mm wheelbase, the Century sedan is in fact larger than the 5250mm-long Century SUV.

The crossover model utilises a stretched version of TMC’s front-biased GA-K platform also utilised by the American-market Lexus TX and Toyota Grand Highlander large SUVs.

Under the bonnet of the Century SUV is a 3.5-litre plug-in hybrid (PHEV) petrol V6 producing 303kW of combined power with around 69km electric-only range potential.

Century Coupe concept revealed

Next to join the lineup will be a coupe model with generous ride height, a body-coloured girlle and long front doors.

The coupe model also has a pair of short, rear-hinged back doors that hide something special: a rear compartment with as much passenger space as a Century SUV.

Unusually, the Century Coupe concept is designed to be driven by a chauffeur, with a separated, and relatively restrained, driver’s compartment. However, TMC says it is highly capable as a driver’s car for those that prefer to do the job themselves.

In Japan, Toyota Century models have long been known for their deeply conservative aesthetic. It has been extraordinarily rare to spot a Century not painted in black, silver or dark blue.

That started to change in 2018 when TMC chief executive officer Akio Toyoda revealed his personal vehicle—a one-off Century GRMN painted white with red accents.

Moving forward, Century models will continue to be bespoke to customer requirements but with extended customisation potential.