|
While known as Toyota’s luxury brand, Lexus hasn’t been able to convince many customers with its price range above $200,000. To attract more orders in this high-end market, Toyota plans to transform the Century product line into an independent super luxury brand.
 |
Although familiar to many customers in Japan, the name “Century” doesn’t evoke the required sense of luxury for international customers. This is crucial as Toyota aims to bring this brand to other key markets such as the Middle East, Europe, or America.
The Century SUV, which no longer uses the Toyota brand, will play a role in introducing international customers to the presence of super luxury product lines before this name becomes an independent brand. This information comes from an unnamed CEO interviewed by Forbes at the 2024 Tokyo Auto Salon.
| |
While this strategy may seem like a big gamble for Toyota, it certainly won’t be the first automaker to target the luxury market with a new brand. The name “Century” originates from 1967, when Toyota’s first limousine was produced under that name and positioned as a premium car with a chauffeur.
The original Century sedan was equipped with a V8 engine, later offering the option of a V12 engine, and finally transitioning to a hybrid V8 drivetrain in recent versions. For the latest generation, Toyota has upgraded this line to become a super luxury SUV with sliding doors.
| |
The Century SUV is built by a carefully selected group of 40 engineers who undergo rigorous testing and inspection. They may take more than 12 times longer than workers on other assembly lines to assemble the parts perfectly.
This is also one of the reasons why this car has a suggested retail price of over $170,000. Meanwhile, the commercial version based on the Century GRMN concept could have a price of up to $220,000. While this price may be more manageable compared to the Bentley Bentayga or Rolls-Royce Cullinan, it is still much higher than other luxury SUV models.
Great books to read in the car
The Cars section brings readers interesting books with various topics. On long journeys with cars, it is not uncommon for us to have moments of rest, relaxation, and books are the companion of interesting experiences.
Toyota and Lexus Cars Equipped with Standard Automatic Braking System Since 2017
Toyota and Lexus are set to introduce automatic braking systems as a standard feature on almost all of their vehicle models by the end of 2017, which is four years ahead of the recent requirement by the National Highway Traffic Safety Administration (NHTSA) in the United States.
Ford and Toyota collaborate to develop car applications
Ford and Toyota have recently announced their partnership to establish a new joint alliance aimed at focusing on building and developing automotive applications.
[Lexus RX 500h F Sport Performance Review: Astonishing Transformations]
In the Lexus RX 500h 2023, two contrasting elements coexist harmoniously, which are luxury and sportiness, comfort and agility, smoothness and power. This crossover model is the strongest evidence of Japanese prowess: optimizing to perfection what was already excellent.
STORIES ABOUT 3 JAPANESE LUXURY CAR BRANDS (PART 2)
In the 1970s and 1980s, the idea of “luxury Japanese cars” was still unfamiliar to Americans. However, just a decade later, Americans had to change their perception of manufacturers from the “land of the rising sun.”
Volvo’s EM90 – The Electric MPV Unveiled Ahead of Official Launch
Volvo presents the EM90, a luxury MPV with a distinct Scandinavian flair. Designed to provide comfort for frequent travelers on long journeys.
