Have you ever wondered what it would be like if Toyota decided to redefine luxury? Picture this: You’re at the Tokyo Auto Salon, surrounded by the latest and greatest in automotive innovation. Amidst this spectacle, a Toyota executive, standing next to the Toyota Century GRMN concept, shares a piece of news that feels almost like a whisper from the future.

Toyota, a name synonymous with reliability and affordability, is now venturing into a realm previously uncharted by the brand: ultra-luxury. At the heart of this bold move is the Century brand, ready to outshine even Lexus in luxury’s grand hierarchy.

The Century’s New Horizon: Above and Beyond Lexus

Instagram | toyota_gazoo_racing | Century is preparing to enter international markets, with plans to position itself higher than Lexus in luxury.

Let’s dive into what this means. The Century, a name that has graced Toyota’s lineup since 1967, is no stranger to luxury. But now, it’s not just about being a luxury vehicle; it’s about being a luxury vehicle. The executive, who preferred to keep a shroud of mystery for now, revealed that the Century is gearing up to conquer foreign markets, aiming to perch itself above Lexus.

Imagine that – a brand we’ve known for its understated elegance, is now ready to rub shoulders with the likes of Rolls Royce and Bentley.

The GRMN Prototype: A Glimpse into Toyota’s Ultra-Luxury Vision

Debuted last September
Estimated price tag of $220,000 with options
Features such as a rail-less powered rear slide door and a specially tuned suspension for minimal body roll

Toyota’s strategy is intriguing. Initially, the new SUV will wear the Toyota Century badge, a clever move to familiarize the market with the name. Gradually, ‘Century’ will become synonymous with unparalleled luxury. The four-door version, evolving through three generations, will be known simply as the ‘Century Sedan.’

A Leap into the Future: Toyota’s Vision for the Century Brand

Instagram | hype_garage | Buyers have the option of the regular Century model priced at about $170,000 or the custom-made GRMN edition.

Now, let’s talk about the name game. I once mused if ‘Lexus Century’ would be a more fitting title, given Lexus’s international prestige. But here’s the twist: Toyota’s vision for the Century is to position it even above Lexus. It’s not just about a name; it’s about creating a legacy.

The new Century is set to dazzle the world in various markets, including Europe, the Middle East, Asia, and the Americas. It’s a global luxury statement, offering both right- and left-hand-drive versions. Buyers can choose from the standard Century at around $170,000 or the bespoke GRMN version, a testament to Toyota’s commitment to customization and luxury.

Customization at Its Peak: The Morizo Edition

Named after Akio Toyoda’s motorsport nickname
A fully customized version costing about $220,000
Expected to feature a 406-hp 3.5-liter V6 hybrid engine with all-wheel drive

Toyota’s Strategy: Why Wait for the Big Announcement?

Instagram | hype_garage | Right now, Toyota is keeping things low-key with just one model under the Century brand.

You might wonder, why this hasn’t Toyota made a big splash with this news yet. It’s a strategic move. Currently, with only one model wearing the Century badge, Toyota seems to be playing it close to the chest.

They’re likely waiting to unveil another model before officially announcing this new chapter. It’s not just about launching a product; it’s about launching a legacy.

Toyota’s Bold Leap into Ultra-Luxury

Toyota’s foray into ultra-luxury with the Century brand is more than just a new line of cars; it’s a statement, a bold declaration that they are ready to redefine luxury. This move could very well change the landscape of luxury vehicles, offering a fresh perspective from a brand that we’ve all grown to trust.

The question remains: How will the world receive this bold, new face of luxury from Toyota? Only time will tell, but one thing is certain – the automotive world is about to get a lot more interesting.

Helen Hayward

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