Toyota Century: Japan’s Icon of Luxury Faces a Historic Turning Point

Evolving from its roots as a sedan synonymous with Japanese politicians and businessmen, the Century now stands on the brink of becoming an independent brand, poised to enter the global market with innovative offerings.

Signals of an Emerging Brand

Whispers of the Century breaking free from Toyota’s shadow first surfaced on Japanese social media, but they gained momentum after Toyota launched a cryptic promotional campaign. The company has announced an official reveal on October 13th, just ahead of the 2024 Japan Mobility Show.

A dedicated website for the event has sparked interest by positioning the Century logo alongside strategic brands like Toyota, Lexus, Gazoo Racing, and Daihatsu. Analysts suggest this move signifies more than just a marketing tactic—it reflects a new direction where the Century could play a role akin to Lexus, a brand successfully spun off from Toyota.

Chairman Akio Toyoda has also emphasized that “the Century deserves a central position,” highlighting the brand’s special place in Toyota’s heritage.

From Sedan to SUV and Beyond

Historically, the Century has been closely associated with traditional sedans, debuting in 1967 and undergoing only three generations since. The third-generation sedan (2017) maintained its classic, luxurious design, with production limited to Japan.

A turning point arrived in 2023 with the launch of the Century SUV, dubbed the “Japanese Cullinan.” This model not only added practicality with sliding doors and a spacious cabin but also expanded the Century’s image into new segments. It even includes a high-performance GRMN variant and a special open-top SUV for parades, showcasing Toyota’s willingness to experiment.

This shift has fueled speculation about the Century expanding into coupes, ultra-luxury minivans, or other specialized variants. The idea of a premium minivan, in particular, has garnered attention. If realized, the Century would need to differentiate itself from the Lexus LM and even compete with European ultra-luxury brands like Rolls-Royce and Bentley.

Toyota’s Strategic Move

Experts draw parallels between Toyota’s potential spin-off of the Century and its strategy with Lexus three decades ago. Lexus has since become a global luxury brand, competing directly with Mercedes-Benz, BMW, and Audi. If the Century follows suit, it would focus on the ultra-luxury segment, where sales volume is low but brand value is immense.

Toyota has confirmed plans to offer Century products outside Japan, marking a significant step toward the brand’s internationalization.

With mounting speculation and media signals, all eyes are on October 13th, when Toyota will make its official announcement. Will the Century emerge as an independent brand, following in Lexus’s global footsteps? Or will it simply be a product upgrade aligned with Toyota’s electric vehicle and TNGA platform strategy?

Regardless of the outcome, Toyota is clearly repositioning the Century from a domestic icon to a global strategic player. This move not only opens a new chapter for the Century but also promises to disrupt the ultra-luxury segment, long dominated by European brands.

TH (Tuoitrethudo)