Toyota just took a bold step in the luxury car world by transforming the Century name into its own standalone brand. Positioned even higher than Lexus, Century now stands as the pinnacle of Toyota's luxury ambitions. This move signals a shift in Toyota's global strategy, giving Century a distinct identity in the world of handcrafted, detail-focused, ultra premium cars.
Since 1967, Century has represented understated luxury for Japan’s elite. But now it’s going global with a new identity and lineup aimed at exclusive markets like the Middle East and Europe. Inspired by Japanese watchmaking brands like Seiko and Grand Seiko, Toyota is setting Century apart from Lexus to serve customers looking for a more personalized and traditional luxury experience.
The classic Century sedan stays true to its roots. It preserves the elegance of the first generation model while offering a modern hybrid powertrain under the hood. Built for VIPs and high-level officials, this sedan doesn’t scream for attention. Instead, it embodies quiet power with a focus on backseat comfort, craftsmanship, and traditional aesthetics.
What separates it from Lexus sedans is its calm character. Everything from the suspension tuning to the material choices reflects a commitment to ride comfort and refinement. This sedan is not made to be driven fast but to be driven in. For those who appreciate subtlety over flash, the Century sedan brings timeless appeal with a modern Japanese soul.
The Century SUV debuted in 2023 as a response to global luxury demand. With bold styling and a commanding presence, it offers a more global interpretation of Century’s values. Inside, it blends modern luxury with traditional Japanese touches, targeting VIPs in regions like Saudi Arabia and Europe where ultra luxury SUVs are in high demand.
But what really turned heads is the Century SUV convertible, handbuilt for official parades. Toyota even teased the future with the Century One of One coupe, a high-riding two-door concept with completely custom-built design, giving off serious Rolls Royce and Bentley vibes. This signals that Century is moving into the world of fully tailored experiences, where each car reflects its owner’s unique taste.
Whether it's the classic sedan, global SUV, or bespoke coupe concept, Toyota is making it clear. Century is no longer just a model. It’s a brand for the few who value quiet prestige over loud luxury.
Started my career in Automotive Journalism in 2015. Even though I'm a pharmacist, hanging around cars all the time has created a passion for the automotive industry since day 1.
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