US EditionToyota is debuting an all-new luxury car brand
Century becomes Toyota’s ultra-luxury brand above Lexus, producing only 80 vehicles monthly to maintain exclusivity and rival brands like Rolls-Royce and Bentley.
- Earlier this week, Toyota previewed Century as a standalone ultra-luxury brand ahead of the Japan Mobility Show, to be sold outside Japan and sit above Lexus, the automaker says.
- Toyota Chairman Akio Toyoda said the company needed 'something above' Lexus to move higher-end, hoping the Century spin-off will give Lexus more room to innovate.
- Century maintains exclusivity with 50 sedans and 30 SUVs monthly production, reflecting meticulous craftsmanship and an elite clientele, Forbes reported.
- Market observers note Toyota aims for Century to sit above Lexus, with Forbes describing it as `if a Rolls Royce had a baby with an SUV.`
- Century predates Lexus, with roots distinct from Toyota’s mass-market cars, and Toyota launched a 2023 Century SUV built on a PHEV system as Lexus grew from the 1989 LS 400 milestone.
19 Articles
19 Articles
King5 News
Toyota is debuting an all-new luxury car brand
The new model comes from the company’s historic Century nameplate, a symbol of prestige now expanding beyond Japan’s political elite.
Toyota took a rough step at the top of the automotive luxury market with the Century concept, a model that promises to rival Bentley and Rolls-Royce. The revelation was made by Akio Toyoda, president of Toyota Motor Corp., during a live transmission to Toyota Times, which highlighted the position of the new vehicle as the most sophisticated models of Japanese sophistication. — When we opted for something above, which is not Lexus or Toyota. For …
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