The Toyota Century SUV model introduced last year is known as the Rolls-Royce Cullinan of Japan. Now, the Century brand will directly compete with the Goodwood-based car manufacturer as an independent luxury brand of Toyota, surpassing anything ever offered by Lexus.
This confirmation comes from Forbes, after a Forbes reporter spoke with an anonymous director of Toyota at the recent Tokyo Auto Salon exhibition. When asked why the Century GRMN, the luxury SUV of Toyota’s President Akio Toyoda, is not sold as a Lexus product, this CEO confirmed the future position of the brand globally.
“Oh no, the Century will actually be positioned above the Lexus brand as a luxury brand,” said the CEO of Toyota.
As we know, Toyota Century will be sold globally, focusing on the European, Middle Eastern, Asian, and American markets. Century SUV will be offered with a range of options and upgrades that allow customers to customize according to their preferences. Customers can choose the standard version with a price of about $170,000 or the GRMN version with a price of up to $220,000. The unique convertible Century SUV is not mentioned, but if Century wants to provide a comprehensive luxury experience, the convertible option would be reasonable.
So if Century is an independent brand, what would the Century SUV be called? According to some sources, the SUV will simply be called ‘Century’, while the sedan version will be called ‘Century Sedan’.
However, the challenge for Century will not be to create a high-quality product, but to convince the wealthy that the Century phoenix emblem is equally prestigious as the Flying B or Spirit of Ecstasy. Super luxury cars will focus on aesthetics and craftsmanship, and Century may be able to do so as well.
Trang Nguyen (Forum.autodaily.vn)
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