Archive · 2 Nov 2025
Toyota Launches Century as Ultra-Luxury Brand to Rival Global Giants
Imagine Toyota has a super fancy car called the Century, which has been around for a long time in Japan.
Now, Toyota is making this Century car so special that it's not just a car anymore, but its own luxury brand, like a separate company.
This new Century brand will make even more exclusive, hand-built cars that are fancier than their other luxury brand, Lexus.
They want Century cars to be as famous as Rolls-Royce or Bentley.
These new cars will be built with amazing Japanese craftsmanship and beautiful designs.
Toyota plans to sell these super-luxury cars in places like China and the UAE first, and maybe other countries later.
They might even make SUV versions and different types of sedans.
Toyota has launched Century as a new, independent ultra-luxury car brand at the Japan Mobility Show 2025.
Century will be positioned above Toyota's existing luxury brand, Lexus, and will compete with global rivals like Rolls-Royce, Bentley, and Mercedes-Maybach.
The Century car model was originally introduced in 1967 and has historically been a chauffeur-driven vehicle for Japan's elite.
The new Century brand aims to showcase Japanese craftsmanship, traditional aesthetics, and potentially hybrid powertrains, differing from typical V12 engines of competitors.
Initial target markets for the Century brand include Japan, China, and the UAE, with plans for global expansion and the introduction of sedan and SUV models.
- Who
- Toyota
- What
- Officially launched Century as its own ultra-luxury brand, spun off from the Century car model
- When
- Japan Mobility Show 2025
- Where
- Japan Mobility Show 2025
- Why
- To position itself above Lexus and rival global ultra-luxury car brands like Rolls-Royce, Bentley, and Mercedes-Maybach.
- New Brand Launched
- Century
- Positioning
- Above Lexus, rivaling Rolls-Royce, Bentley, Mercedes-Maybach
- Origin of Century Nameplate
- 1967, commemorating Sakichi Toyoda's 100th birthday
- Initial Target Markets
- Japan, China, UAE
- Brand Philosophy
- Pinnacle of Japanese luxury, artisanal craftsmanship, Japanese aesthetics
- Future Body Styles
- Sedan and SUV models planned