Century is Toyota’s new ultra-luxury brand, positioned above the carmaker’s Lexus marque, and meant to compete for sales with the likes of Bentley, Mercedes-Maybach, and Rolls-Royce.
Century: Toyota’s New Ultra Premium Brand
A Century of Toyoda
The Century name has been around since 1967 as Toyota’s flagship luxury model (mainly a chauffeur-driven sedan sold almost exclusively in Japan). It was named to mark the 100th anniversary of the birth of Toyota founder Sakichi Toyoda.
A New Brand
In October 2025, Toyota spun Century into a standalone brand. Company Chairman Akio Toyoda announced that Century would sit at the top of the Toyota Group hierarchy, and focus on handcrafted ultra-luxury cars with a strong emphasis on Japanese quality and personalization (“One of One”).
The Century lineup is comprised of three models:
Century Sedan
Full-size luxury sedan
Drivetrain: 376-horsepower hybrid 5.0-liter V8/rear-wheel drive
Base price (Japan): ¥23 million (about $150,000)
Note: Toyota’s long-running corporate flagship.
Century SUV
Full-size luxury SUV
Drivetrain: 412-horsepower 3.5-liter plug-in hybrid V6/AWD
Base price (Japan): ¥27 million (about $170,000)
Note: Travels a claimed 43 miles on battery power alone.
Century Coupe Concept (2025)
Drivetrain: Unknown. A V12 hybrid is rumored
Base price (Japan) Est.: ¥32 million (about $200,000)
Note: First seen at the 2025 Japan Mobility Show, the concept car is described by Toyota as a “grand tourer”
CG Says:
There’s no harm in Toyota exploring the upper reaches of luxury, though the premium-car market seems to be in a bit off a lull these days. Watch for the Century SUV, and likely the Sedan, to arrive in a limited number of U.S. Lexus showrooms by the end of the decade. Initial distribution may be limited to traditionally strong luxury markets, including New York, Los Angeles, and Miami—and possibly Chicago.
2026 Century SedanListen to the Car Stuff Podcast
Toyota Century Pictures
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