Tokyo, Japan – Get ready to experience luxury like never before. Toyota, the automotive giant known for its reliability, is making a bold move into the ultra-luxury market with the transformation of its iconic Century model into a standalone brand. This ambitious venture aims to position Century above even Toyota’s premium Lexus brand, putting it in direct competition with prestigious names like Rolls-Royce and Bentley.
The announcement came during a panel discussion held just ahead of the Japan Mobility Show in Tokyo. Toyota Chairman Akio Toyoda articulated the strategic vision behind this decision, stating, “When we go higher-end, we need something above, not Lexus, nor Toyota. And we have the Century. That is the position of the Century.”
A Legacy of Exclusivity
For nearly six decades, the Century has been Toyota’s flagship vehicle. First introduced in 1967 to commemorate the 100th anniversary of founder Sakichi Toyoda’s birth, it has traditionally been the vehicle of choice for Japan’s political elite, top business leaders, and even members of the Imperial House. The Century has always embodied a subtle, understated luxury, combined with Toyota’s renowned meticulous craftsmanship. Unlike other luxury cars that overtly flaunt wealth, the Century has been marketed as a symbol of quiet achievement – a reward for persistent, dedicated work.
Reshaping Toyota’s Luxury Landscape
This strategic elevation of Century into a distinct brand is part of Toyota’s broader plan to refine its luxury hierarchy and grant Lexus more creative freedom. Simon Humphreys, Toyota’s chief branding officer, emphasized that this separation will empower Lexus to operate with greater autonomy. “In a sense, Lexus will be freer to act,” Humphreys explained. “Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one.”
The “One of One” Concept: A Glimpse into the Future
The new Century brand identity is dramatically showcased through the “One of One” concept car. This striking coupe appears to blend the grandeur of a Rolls-Royce with the robust presence of an SUV.
Key Features of the “One of One” Concept:
- Unique Door Configuration: While the driver’s door opens conventionally, the front passenger side features innovative sliding doors that move both forward and backward, creating an exceptionally wide opening.
- Enhanced Passenger Comfort: The passenger seat is cleverly positioned further back in the vehicle, offering unparalleled legroom.
- Distinctive Design: Breaking from traditional luxury coupe aesthetics, the “One of One” boasts no rear window and rides high on large wheels, giving it a powerful yet contemporary look.
