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11h ago

Toyota Elevates Century to Standalone Ultra-Luxury Brand, Teases 'One of One' Coupe

The restructuring places Century above Lexus to pursue ultra-luxury rivals, with a cautious global rollout through Lexus dealers.

Guests sit waiting for the unveiling of Toyota's new Century SUV at Ariake Arena on September 6, 2023, in Tokyo, Japan.
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Overview

  • Chairman Akio Toyoda confirmed the brand elevation ahead of the Japan Mobility Show, saying Toyota needed a tier above Lexus.
  • Toyota revealed the One of One coupe concept set to debut in Tokyo on October 30, featuring a high stance, large wheels, a sliding passenger door and no rear window.
  • Century is being positioned to compete with makers such as Rolls-Royce and Bentley, signaling Toyota’s push into the uppermost luxury segment.
  • Current offerings include a 5.0-liter V8 hybrid sedan and a 3.5-liter V6 plug-in hybrid SUV priced around $180,000 and $170,000, with roughly 50 sedans and 30 SUVs built per month.
  • Global expansion will be limited and paced, with early sales in China through Lexus dealers, UAE deliveries expected in 2026, U.S. availability under study, and select dealers naming Century Meisters to provide bespoke service.