Toyota Plans Global Expansion for Ultra-Luxury Century Brand Above Lexus

Toyota already has Lexus for buyers seeking premium vehicles, but the Japanese automaker is now looking to take its Century brand global, positioning it above Lexus as the pinnacle of its lineup. Traditionally associated with high-ranking Japanese executives and royalty, Century was introduced in 1967 as a low-volume, chauffeur-driven limousine largely restricted to its domestic market.

Toyota began expanding the nameplate in 2023 with the debut of a Century SUV, later transforming Century into a standalone brand positioned above Lexus. Now, the company is preparing to expand the ultra-luxury marque beyond Japan. Toyota Chairman Akio Toyoda recently arrived in Detroit driving a Century SUV, despite the model not being officially offered in the United States. Chief Technology Officer Hiroki Nakajima described the Century as a global model and confirmed that Toyota is gathering feedback from industry officials.

Century already maintains a limited international presence. The V6-powered Century SUV is sold in China and exported in small batches to select Asian and Middle Eastern markets, with studies underway for further expansion. Meanwhile, the V8 Century sedan remains tightly bound to Japan. This hierarchy elevates Century into the ultra-luxury territory to rival brands like Bentley, Rolls-Royce, and Mercedes-Maybach, while freeing Lexus to concentrate on the broader luxury segment.

Toyota is actively widening Century's lineup beyond traditional silhouettes. The company previously showcased a high-riding Century coupe concept, signaling a departure from conservative chauffeur-driven formats. Although technical specifications for the coupe remain undisclosed, Toyota confirmed that future Century products will not be exclusively electric, leaving room for internal combustion engines. Akio Toyoda originally championed turning Century into an independent sub-brand in a class of its own after reviewing vehicle positioning at the 2024 Japan Mobility Show.