Toyota Launches Century Ultra-Luxury Brand to Rival Rolls-Royce Bentley

Toyota has launched Century as an ultra-luxury brand positioned above Lexus, aiming to compete globally with Rolls-Royce, Bentley, and Mercedes-Maybach. Originally a model introduced in 1967, Century was traditionally Japan's elite chauffeur-driven car favored by the royal family and government officials, but it is now spun off as a unique brand with plans to enter markets including Japan, China, the UAE, North America, and Europe. The new Century brand emphasizes artisanal craftsmanship, Japanese aesthetics like Nishijin silk trim, and likely hybrid powertrains for smooth, quiet rides, contrasting with the large V12 engines typical of its competitors. Toyota unveiled a striking new luxury GT coupe concept featuring sliding doors and a chauffeur-forward design, signaling a focus on personalization and bespoke luxury similar to Bentley and Rolls-Royce. Century's vision is to embody a blend of cutting-edge innovation and traditional craftsmanship, positioning it as a symbol of Japanese pride and the pinnacle of luxury within Toyota's hierarchy. Lexus will remain as Toyota's luxury brand but will be positioned below Century in this new luxury hierarchy.