US EditionToyota Targets Bentley and Rolls-Royce Clientele with Extravagant Century Coupe Concept
Toyota's Century brand introduces a bespoke ultra-luxury coupe featuring 60 layers of paint and a unique Japanese aesthetic to rival Bentley and Rolls Royce.
- Toyota introduced the Century brand globally in Tokyo, launching a bespoke ultra-luxury coupe that aims to showcase a truly Japanese aesthetic to world buyers.
- Founded as an exclusive Japanese marque, Century is now expanding globally as Toyota, led by chairman Akio Toyoda, aims to compete with Bentley and Rolls Royce in the ultra-luxury market while following Lexus's long-term strategy.
- The new coupe focuses on Takumi craftsmanship and bespoke materials, highlighting the Century coupe’s 60 layers of paint and designers expecting owners to both drive and be chauffeured.
- Technical specifics remain uncertain, notably propulsion details are unspecified, and Toyota says Century will pursue perfection, but observers note it will take time to reach ultra-luxury status like Lexus.
- Century leans on a Japanese aesthetic to stand apart, with Toyota saying it offers a singular approach that could reposition Japanese craftsmanship against European ultra-luxury marques.
20 Articles
20 Articles
So far they only existed in Japan and there only in homeopathic quantities. But now Toyota wants to offer Century cars worldwide - and as a competitor to Rolls-Royce & Co. wider.
Toyota unveils Rolls-Royce-rivalling Century Concept — the ‘Pride of Japan’ – TechNewsTab
Toyota has revealed the all-new Century Concept, a stunning luxury car that embodies what the brand calls the “Pride of Japan.” The model marks a new beginning for the iconic Century name, which will now become its own global brand — a personal passion project of chairman Akio Toyoda designed to represent the best of Japanese craftsmanship, according to car.news. The Century name has always carried prestige in Japan, long associated with emperor…
Toyota continues to surprise with the launch of the Century Coupe, a super luxury car with a unique design, promising to compete directly with Rolls-Royce or Bentley.
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