Toyota Century: This Ultra-Luxury Brand Officially Becomes a Variant Above Lexus

Liputan6.com, Jakarta Toyota Motor Corporation officially announced "Century" nameplate to a standalone ultra-luxury brand.

This decision places Century at the top of the Toyota portfolio, positioned above the premium Lexus brand, and directly targets the high-end luxury vehicle market and collectors.

According to a Top Gear report, the decision to turn Century into its own brand came at the behest of Toyota chairman Akio Toyoda.

"Until now, Century's place in the company has not been clear," Toyoda said. "Overseas brands are the result of the merger of companies with different roots and origins, but all of these [Toyota] brands, except for Daihatsu, have the same roots."

Toyota is teasing a very special one-off Century coupe, which is due to be unveiled at the Japan Mobility Show! 😱Would you rather have one of these instead of a Rolls Royce Spectre? 👀 pic.twitter.com/Z256YkbNTx

— carwow (@carwowuk) October 14, 2025

According to Simon Humphries, Toyota’s chief branding officer, the move will allow Lexus to act more freely, ergo the recent six-wheeled van concept.

"In a sense, Lexus will be freer to act. Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one," Humphries said.

Toyota teased a Century coupe earlier this week, which will be revealed later this month at the Japan Mobility Show in Tokyo and should signal the new direction for the Century brand.

With this new strategy, the Century now officially tops Toyota's luxury portfolio, surpassing Lexus in terms of luxury and exclusivity.

The Century brand currently boasts a model lineup that reflects a legacy of luxury and innovation.

The third-generation sedan, introduced in 2018, remains a traditional luxury icon with its 5.0-liter V8 hybrid powertrain and a highly luxurious interior featuring 100% wool or leather upholstery and a 20-inch LCD rearview mirror.

In September 2023, the Century introduced an SUV that immediately caught the eye.

Although Toyota calls it the "New Century" or "a new concept for chauffeur-driven mobility," it is built on the front-wheel-drive GA-K platform, similar to the Grand Highlander and Lexus TX.

The SUV is powered by a 3.5-liter 2GR-FXS V6 engine with a standard plug-in hybrid drivetrain (PHEV), producing approximately 406 horsepower and featuring the E-Four all-wheel drive system.

The interior of the Century SUV is designed for rear passenger comfort, featuring premium materials such as high-quality leather, genuine wood trim, and ambient lighting.

With a starting price of around 25 million yen (approximately $166,000 - $180,000 USD) in Japan, production of the Century SUV is limited to maintain exclusivity.

While primarily for the Japanese market, the model is also sold in China through the Lexus dealer network, with availability in select US markets reported in 2025/2026.

The latest development comes at the Japan Mobility Show, which begins October 31, 2025, where Toyota unveiled a Century-branded luxury coupe concept.

This "One of One" concept features a bold design with a striking orange color, possible sliding doors, and a high profile.

The design draws inspiration from the Century SUV, including the intricate rectangular grille and long hood, and is expected to utilize a PHEV or all-electric powertrain.

Toyota has ambitious ambitions to expand the reach of the Century brand globally.

This ultra-luxury brand is positioned to compete directly with established players in the ultra-luxury segment such as the Rolls-Royce Phantom, Bentley Bentayga, and Mercedes-Maybach.