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.