Akio Toyoda Unveils the Future of High-End Automotive Craftsmanship
Toyota has officially introduced Century as a standalone luxury car brand, positioning it above Lexus in its global lineup. The announcement, made by Toyota Chairman Akio Toyoda ahead of the upcoming Japan Mobility Show, marks a major shift in the company’s luxury strategy. Designed to rival Rolls-Royce and Bentley, the new brand aims to redefine exclusivity through meticulous Japanese craftsmanship and limited production.
From Japan’s Elite to the Global Stage
First launched in 1967 to honor Toyota founder Sakichi Toyoda’s 100th birthday, the Century was traditionally reserved for Japan’s political elite and business leaders. The vehicle became synonymous with understated prestige, offering refinement without ostentation.
Now, Toyota plans to transform Century from a symbolic domestic model into a global ultra-luxury brand, representing the pinnacle of Japanese elegance. “When we go higher-end, we need something above Lexus and Toyota,” Akio Toyoda stated. “And we have the Century—that is the position of the Century.”
The ‘One of One’ Concept: A New Standard of Luxury
The new Century lineup will debut with a striking concept model called “One of One”, designed to blend the sophistication of a Rolls-Royce with the boldness of an SUV. The vehicle features innovative sliding doors on the passenger side, a uniquely positioned seat for extra legroom, and a sleek coupe-like body that rides on large wheels.
Unlike traditional luxury cars, the One of One forgoes a rear window, emphasizing privacy and exclusivity. Its design language reflects both strength and serenity—core traits of Japanese artistry.
Limited Production and Global Rollout
Currently, Toyota produces two Century models in Japan:
- A 5.0-liter V8 hybrid sedan priced around $180,000.
- A 3.5-liter V6 plug-in hybrid SUV starting near $170,000.
Production remains highly exclusive, with only 50 sedans and 30 SUVs manufactured each month. While the Century SUV launched in China last year through Lexus dealerships, Toyota plans a gradual expansion into international markets. The UAE will be among the first new regions to receive deliveries in 2026.
Though the United States market has not yet been confirmed, Toyota is reportedly “studying” the opportunity for global expansion. Each Lexus dealership offering the Century brand will include a “Century Meister,” a specialist dedicated to providing personalized customer service and ownership experiences.
Redefining Toyota’s Luxury Hierarchy
According to Toyota’s Chief Branding Officer Simon Humphreys, separating Century from Lexus will give each brand greater creative autonomy. “Lexus will continue as a pioneer in performance and innovation, while Century will focus on the highest form of bespoke luxury—one of one,” Humphreys explained.
This brand structure mirrors the approach seen in Japan’s watch industry, where Seiko, Grand Seiko, and Credor cater to distinct market segments under one parent company.
Competing with Europe’s Best
Toyota’s gamble places it directly in competition with ultra-luxury European manufacturers. But rather than mimic Western excess, Century seeks to differentiate itself through refined craftsmanship, heritage, and cultural subtlety—values deeply rooted in Japan’s design philosophy.
Analysts say Toyota’s move could reshape perceptions of Asian luxury brands, much as Lexus did when it first challenged Mercedes-Benz and BMW in the 1990s.
Outlook
The creation of the Century brand marks Toyota’s boldest luxury move in decades. By combining Japanese precision with global aspirations, Akio Toyoda aims to establish a new benchmark for automotive excellence—one defined not just by opulence, but by craftsmanship and meaning.
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