Toyota ranks Century as its global brand over Lexus – Industry and Analysis

Century, the luxury brand of the Toyota Group, will be an independent brand that, on a global scale, will aim to compete with the traditional players of the segment such as Bentley, Maybach and Rolls Royce, which has also been added to the SUV sector only Range Rover.
Distribution of the current Century range – which currently consists of two models, a limousine and a long-wheelbase SUV – will not be limited to Japan, but will also be extended to other “interesting” markets for the luxury sector, such as China. , the Middle East and the United States.
A possible extension of the Century offer was anticipated at the recent Tokyo Motor Show where the Century SUV was shown, as a one-off, in a ‘small’ and sporty Grmn version, with bodywork elements in carbon fiber.
It is also likely that a new convertible variant of the luxury off-roader will also be added to the Century limousine and long-wheelbase SUV. The teaser was shown by Simon Humphries, head of the brand, during a presentation at the Guangzhou Motor Show in November 2023.
The Century luxury SUV is based on the Toyota GA-K platform, similar to the Toyota Grand Highlander and Lexus TX 550h models that are sold in the North American market.
As with these models, it has a hybrid powertrain that is based on a 3.5-liter turbo gasoline V6 with a Phev system and an 18.1 kWh lithium-ion battery. In TX 550h the total power is 404 HP and 0-100 km sprint is achieved in 5.9 seconds.
The Century brand has existed in Toyota production since 1967, when the first high-end Century sedan was presented – the subject of various evolutions over time – which was intended for niche customers and government officials. Last year, Toyota added the Century SUV to its flagship lineup.

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