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Toyota steps into ultra-luxury stage, unveils Century Brand to Challenge Rolls-Royce
Toyota steps into ultra-luxury stage, unveils Century Brand to Challenge Rolls-Royce
Toyota Motor Corporation is stepping boldly into the ultra-luxury car segment with the launch of Century as an independent brand.
It is positioned above Lexus and designed to compete with Rolls-Royce and Bentley in both craftsmanship and exclusivity, according to a report by Fortune.
The announcement, made ahead of the Japan Mobility Show opening on October 31, marks a major shift in Toyota’s brand hierarchy and signals its ambition to redefine Japanese luxury on a global scale.
Toyota Chairman Akio Toyoda, said, “When we go higher-end, we need something above—not Lexus, nor Toyota. And we have the Century. That is the position of the Century.”
First introduced in 1967 to honor the 100th anniversary of Toyota founder Sakichi Toyoda’s birth, the Century has long symbolized understated prestige in Japan. Traditionally favored by politicians, business magnates, and members of the Imperial Family, the car embodies quiet success and craftsmanship rather than ostentatious wealth.
An early brochure once described the Century as a reward for “persistent work, the kind done in a plain but formal suit”—a sentiment that continues to shape the brand’s ethos.
New brand, new vision
Toyota’s decision to spin off Century as a standalone marque aims to clarify its luxury ladder and grant Lexus greater creative independence.
“Lexus will be freer to act as a pioneer,” said Simon Humphreys, Toyota’s Chief Branding Officer. “Century will represent the ultimate high-end—‘the top of the top, one of one.’”
The transformation will debut with the Century One of One, a concept vehicle blending elements of a coupe and SUV.
Its design features unconventional sliding passenger doors, generous legroom, and a high-riding profile with large wheels, merging elegance with presence.
Crafted in limited numbers
Two models currently carry the Century name in Japan: A 5.0-litre V8 hybrid sedan (redesigned in 2018) and a 3.45-litre V6 plug-in hybrid SUV starting.
Production remains intentionally limited—about 50 sedans and 30 SUVs per month—to preserve exclusivity.
A global expansion—With Japanese Precision
The Century SUV debuted in China last year, selling about 40 units through Lexus dealerships.
The UAE is expected to receive its first allocation in 2026, also through Lexus networks. While Toyota has yet to confirm US sales, the company is “studying” opportunities in select international markets.
Each dealership offering the model will employ a “Century Meister”—a dedicated luxury concierge trained to provide bespoke presentations and service experiences.
Toyota likens the new structure to the hierarchy in Japanese watchmaking—Seiko, Grand Seiko, and Credor—each occupying distinct luxury tiers under one umbrella.
Whether Century can match Europe’s ultra-luxury legends remains to be seen, but with Toyota’s reputation for craftsmanship and reliability, the brand is poised to redefine what global luxury can mean—Japanese style.
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Soaring Fuel Prices Drive Nigerians Toward Electric Vehicles
Soaring Fuel Prices Drive Nigerians Toward Electric Vehicles
Rising fuel prices in Nigeria are accelerating interest in electric vehicles (EVs) as households, transport operators, and businesses seek cost-effective alternatives to petrol- and diesel-powered cars. Experts say the spike in petrol costs is no longer just an economic concern but a turning point, pushing electric mobility from a futuristic idea into a practical solution for everyday commuting and commercial use.
At the Abuja Compact on Electric Mobility Roundtable, stakeholders highlighted how increasing transport expenses are reshaping decisions, especially among commercial drivers and small business owners. Rising fuel costs are prompting many Nigerians to see EVs as a survival strategy rather than a luxury option.
Chairman of the Presidential Initiative on Compressed Natural Gas and Electric Vehicles (Pi-CNG & EV), Ismaeel Ahmed, explained that the removal of fuel subsidies has widened the cost gap between petrol-powered vehicles and EVs. Charging an EV for a 200-kilometre journey costs around ₦4,500, compared to roughly ₦22,500 for petrol vehicles — a difference that offers a “strong economic incentive” influencing consumer choices. Ahmed added that the federal government is pursuing a balanced transition strategy supporting both compressed natural gas (CNG) and electric vehicles to encourage sustainable energy alternatives.
Financial solutions are helping Nigerians overcome the high upfront costs of EVs. Mohammed Abdul, Divisional Head at Alternative Bank, noted that lease-to-own, pay-as-you-go, and partnership schemes are making EVs accessible to drivers in the informal transport sector. These financing models allow gradual adoption while easing financial burdens.
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Industry leaders also see wider economic benefits from EV adoption. Yusuf Suleiman, CEO of Bankrol Camel EV and Blue Camel Energy Ltd, said EV investments could improve energy access, boost industrial growth, and reduce Nigeria’s reliance on imported fossil fuels. Ahmed Garba Ahmed, COO of Bankrol Camel EV, added that EVs can cut energy costs per kilometre by up to 60%, benefiting ride-hailing drivers, logistics companies, and fleet operators.
Dapo Adesina, President of the Electric Mobility Promoters Association of Nigeria (EMPAN), explained that EV adoption can strengthen Nigeria’s power sector. Solar-powered charging hubs can simultaneously power vehicles and supply electricity to nearby communities, particularly in underserved areas. Private sector initiatives are also supporting Nigeria’s EV transition. Companies like SolarCity Gas are deploying superfast EV charging stations across key urban hubs and petrol stations, expanding the country’s charging infrastructure to meet growing demand.
Despite growing adoption, electric mobility in Nigeria faces challenges such as limited electricity infrastructure and inconsistent power supply. Analysts warn that significant investments in charging networks and supportive policies are necessary for sustainable EV growth. Nevertheless, with fuel prices remaining high, EVs are increasingly viewed as economically smart and environmentally friendly alternatives, offering Nigerians a viable solution to rising transport costs.
Soaring Fuel Prices Drive Nigerians Toward Electric Vehicles
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Lagos NURTW Chairman Sego Distributes Exotic Cars, Luxury Items to Cabinet Members (Video)
Lagos NURTW Chairman Sego Distributes Exotic Cars, Luxury Items to Cabinet Members (Video)
The Chairman of the Lagos State chapter of the National Union of Road Transport Workers (NURTW), popularly known as Sego, has distributed exotic cars, luxury items, and other valuables to members of his cabinet.
The development, which took place on Tuesday, drew attention across Lagos as beneficiaries reportedly received high-end vehicles and other expensive gifts as part of what insiders described as a reward and appreciation gesture.
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Sources within the union disclosed that the items shared included luxury cars, household equipment, and other high-value materials, aimed at boosting morale among cabinet members and strengthening loyalty within the leadership structure of the union.
Observers say the move highlights the growing influence and financial strength of transport unions in Lagos, particularly the NURTW, which plays a key role in the state’s transport sector.
While supporters of the chairman have praised the gesture as a sign of generosity and leadership, critics argue that such displays of wealth raise questions about transparency and accountability within union operations.
As of the time of filing this report, there has been no official statement from Sego addressing the distribution, but the development has continued to generate reactions among stakeholders in the transport industry and the wider public.
The Chairman of the Lagos State chapter of the National Union of Road Transport Workers (NURTW), popularly known as Sego, has distributed exotic cars, luxury items, and other valuables to members of his cabinet
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Lagos NURTW Chairman Sego Distributes Exotic Cars, Luxury Items to Cabinet Members (Video)
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Motoring World marks 30 years, set to rally industry leaders in Lagos
Motoring World marks 30 years, set to rally industry leaders in Lagos
Motoring World, one of Nigeria’s foremost automotive publications, will celebrate its 30th anniversary on June 4, 2026, with a high-profile event at the MUSON Centre.
The milestone gathering is expected to draw policymakers, industry leaders, diplomats and innovators to commemorate three decades of impactful journalism, advocacy and contribution to the growth of Nigeria’s automotive sector.
Founded on June 12, 1996, as a syndicated radio magazine programme, Motoring World pioneered automotive broadcasting in Nigeria before expanding into print in 1998. It has since evolved into a multi-platform brand at the forefront of promoting industry development, modernization and policy reform.
Over the years, the publication has gone beyond news reporting to play an active role in shaping regulatory frameworks, encouraging local content development and promoting industry standards.
Publisher and Chief Executive Officer, Femi Owoeye, said the organisation was driven by a clear vision from inception.
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“Motoring World started with a simple vision: to give voice and structure to Nigeria’s automotive industry. Over the years, we have gone beyond reporting to actively advocate policies that support industry growth, local production and a more structured ecosystem,” he said.
Activities lined up for the anniversary include the unveiling of a special 30th anniversary edition of Motoring World magazine, chronicling the evolution, milestones and future of the industry. Distinguished stakeholders with three decades of contributions to the sector will also be honoured.
A keynote lecture titled, “Reporting the Road Ahead: Automotive Journalism as a Catalyst for Nigeria’s Auto Industry Development,” will underscore the critical role of the media in shaping the nation’s automotive landscape.
Dignitaries expected at the event include the Minister of Industry, Trade and Investment, Jumoke Oduwole; the Director-General of the National Automotive Design and Development Council, Oluwemimo Joseph Osanipin; state governors, transport commissioners and members of the diplomatic corps.
Owoeye noted that the anniversary represents more than a celebration.
“This is a tribute to resilience, strong partnerships and the collective drive that has sustained the industry. As we honour key players and reflect on our journey, we are also setting the tone for the next phase of mobility in Nigeria,” he added.
The event promises a blend of reflection, recognition and renewed commitment to advancing Nigeria’s automotive industry.
Motoring World marks 30 years, set to rally industry leaders in Lagos
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