Toyota’s leaders have announced that the Century line of cars will become an independent brand positioned above Lexus in the company’s hierarchy.
Toyota showcased the GRMN Century SUV at the 2024 Tokyo Auto Salon. This is a personalized version of the Century SUV owned by Toyota’s Chairman, Mr. Akio Toyoda. Unlike the sedan line, which is only available in the domestic market, Toyota plans to sell the Century SUV in international markets as well.
According to Forbes, a senior Toyota executive disclosed at the Tokyo Auto Salon that the Century line of cars will be transformed into an independent brand positioned in the ultra-luxury segment. The executive said, “Century will truly be positioned above Lexus and become a luxury car brand.”
This strategic move demonstrates Toyota’s ambition to expand its product range and compete with luxury brands such as Rolls-Royce and Bentley.
.jpg)
For many years, the Century has been renowned as Toyota’s most luxurious sedan in Japan. This model has a very limited production quantity and is particularly favored by business executives and politicians in the Land of the Rising Sun. With the growing popularity of SUVs, Toyota decided to introduce the Century SUV line in September 2023.
.jpg)
The number of countries in which the Century SUV will be available is currently unknown. However, Toyota’s CEO has confirmed that the luxury SUV line will be offered in both right-hand and left-hand drive versions for countries in Europe, the Middle East, Asia, and the Americas. Additionally, the company has announced that customers will have a range of customization options for the Century SUV, allowing them to tailor the car to their preferences. Buyers can choose between a standard Century priced at approximately $170,000 (4.18 billion VND) or the GRMN version priced at around $220,000 (5.42 billion VND).
.jpg)
Aside from unique paint colors and aerodynamic parts, one of the key features of the Century GRMN is the sliding door without a rail. The SUV’s suspension system has been specially tuned to maintain stability and minimize body roll, even at speeds of 100 miles per hour when changing lanes. Although Toyota hasn’t provided detailed information about the engine, it is highly likely that this special edition will retain the standard version’s 3.5-liter V6 engine with 406 horsepower.
.jpg)
Forbes reports that Toyota is considering selling the Century GRMN as a personalized version under a separate name, “Morizo Edition,” after Mr. Toyoda’s nickname. The magazine also suggests that Toyota will introduce a few more versions of the Century before unveiling the new brand.
Thái Son (Tuoitrethudo)
Reference: Forbes
Pricey but worth it: Toyota Century 2024 demands meticulous assembly skills
A carefully selected group of 40 craftsmen has been chosen from a pool of 1,500 employees to assemble the Toyota Century, with even stricter requirements.
Toyota to Split Century into a New Brand, Compete with Rolls-Royce
According to Toyota officials, the Century line will be spun off into an independent brand, positioned above Lexus in the corporate hierarchy.
First-ever Rolls-Royce Spectre arrives in Vietnam: Launch expected next month, priced at nearly 18 billion VND.
Lately, the internet has been abuzz with surprise as the first glimpses of the opulent electric vehicle, Rolls-Royce Spectre, in Hanoi began circulating on social media. These leaked images reveal the car undergoing final touches in preparation for its upcoming debut in Vietnam next month.
