Toyota Century Expands with New SUV and Updated Sedan

Kokcha News Agency: For nearly six decades, the Toyota Century has been the epitome of Japanese automotive luxury, serving as a chauffeur-driven symbol of refinement for emperors, prime ministers, and top executives. Introduced in 1967 to commemorate the 100th anniversary of Toyota founder Sakichi Toyoda’s birth, the Century has long been synonymous with understated elegance and unparalleled craftsmanship.

Now, with the launch of the 2023 Century SUV and the updated 2025 Century sedan, Toyota is signaling a broader ambition: to compete with the world’s most exclusive luxury brands, such as Rolls-Royce and Bentley, while maintaining its cultural roots.

The Century SUV: A New Chapter in Luxury

The Century SUV, unveiled on September 6, 2023, marks a historic expansion of the Century brand. Built on Toyota’s GA-K platform (shared with the Grand Highlander and Lexus TX), the SUV is powered by a 3.5-liter V6 plug-in hybrid system producing 412 horsepower. It features the E-Four Advanced all-wheel-drive system and rear-wheel steering, enhancing maneuverability at low speeds and improving driving stability.

The SUV’s interior is designed to prioritize rear-seat passengers, offering fully reclining massage seats, dual 12.3-inch entertainment displays, antibacterial surfaces, and rear doors that open up to 75 degrees for easier access. A laminated glass partition separates the passenger cabin from the cargo space, enhancing noise insulation and privacy.

The 2025 model introduces smart glass technology, allowing passengers to adjust the opacity of the rear windows, inspired by the serene atmosphere of traditional Japanese tatami rooms. The base price starts at 27 million yen (approximately $183,000), with higher-spec models exceeding $220,000. Production is limited to 30 units per month, ensuring exclusivity.

The Century Sedan: A Legacy Continues

The Century sedan, last redesigned in 2018, remains in production. It is powered by a 5.0-liter V8 hybrid system producing 425 horsepower and achieves a fuel efficiency of 13.6 kilometers per liter under Japan’s JC08 test cycle. The sedan features Toyota Safety Sense, a touchscreen infotainment system, wool upholstery, and hand-finished wood trim. Its starting price is comparable to the SUV, competing with the Rolls-Royce Phantom and Mercedes-Maybach S-Class, but emphasizing reliability, subtlety, and environmental awareness over displays of wealth.

Global Expansion and Cultural Significance

While the Century remains rare outside Japan, Toyota has begun expanding its international presence. In October 2024, the SUV debuted in China through selected Lexus dealerships, with 40 units sold at launch. The United Arab Emirates is expected to receive deliveries in 2026. Toyota plans to use the Lexus retail infrastructure in these markets to maintain the brand’s prestige.

In Japan, the Century holds a unique cultural significance. A custom-built convertible version, valued at approximately $750,000, serves Emperor Naruhito. The sedan has been the official vehicle of Japan’s prime minister since 2020, replacing the Lexus LS.

Future Prospects: Innovation and Heritage

Toyota is expected to continue balancing innovation with heritage. A performance-focused GRMN version of the Century SUV was teased in 2023, though its market reception remains uncertain. Industry speculation points to further electrification, with potential full electric or advanced hybrid variants under consideration, possibly aligning with European emissions standards by 2027.

The Century’s Identity: A Symbol of Japanese Luxury

At the heart of the Century’s identity is the Hō’ō, a stylized phoenix emblem traditionally associated with Japan’s Imperial House. This symbol sets the Century apart from Toyota’s corporate badge and Lexus’s design language, reflecting its status as a separate flagship within Toyota’s portfolio.