Toyota is set to establish a distinct ultra-luxury brand named ‘Century,’ positioned above its already opulent Lexus marque, as revealed by an executive during the recently concluded Tokyo Auto Show.
In an interview with Forbes, the unnamed executive outlined the brand’s strategy to compete with renowned foreign luxury brands like Rolls-Royce and Bentley.
The Century brand, now expanding its focus to foreign markets, aims to produce vehicles that are even more luxurious and higher-priced than those offered under the Lexus banner.
When asked about the nomenclature of the foreign market-bound super-luxurious Century SUV, the executive clarified that it would retain the ‘Century’ name rather than adopt the ‘Lexus Century’ name, emphasizing its position as an exceptionally luxurious brand.
To tackle the global market, the newly introduced Century SUV will be marketed as ‘Century,’ while the four-door sedan version will be referred to as ‘Century Sedan,’ according to an anonymous Toyota executive.
Furthermore, the executive confirmed that the Century SUV will be available in both right- and left-hand-drive configurations, catering to various markets such as the Middle East, Europe, Asia, and the Americas.
Prospective buyers will be presented with two options within the Century lineup. The standard Century, starting at $170,000, offers a luxurious experience, while the bespoke Century GRMN (Gazoo Racing Meister of Nurburgring) version, priced at around $220,000, represents the pinnacle of opulence within the Century brand.