Introduction
In a stunning move that’s creating major buzz across the global auto industry, Toyota Motor Corporation has officially unveiled its all-new “Century” brand, a luxury division positioned above Lexus. This announcement has caused a sharp spike in Google Trends searches for “Toyota Lexus Century brands,” as enthusiasts and experts try to understand what this means for the world’s largest automaker.
For decades, Lexus stood at the pinnacle of Toyota’s luxury strategy, representing refinement, performance, and technology. Now, Century is set to surpass even that — marking Toyota’s bold entry into the ultra-luxury car market, traditionally dominated by Rolls-Royce, Bentley, and Maybach.
Why Toyota Created the Century Brand
The Toyota Century has existed since 1967 as Japan’s most prestigious chauffeur car, mostly reserved for top executives, diplomats, and even members of the Imperial family. However, the name was never marketed globally — until now.
By transforming “Century” into a separate global luxury brand, Toyota is signaling its ambition to compete in the elite class. This move establishes a three-tier hierarchy within Toyota’s corporate structure:
- Toyota – mainstream and hybrid vehicles for mass consumers
- Lexus – luxury performance and comfort
- Century – ultra-luxury, bespoke craftsmanship, and exclusivity
According to industry insiders, Toyota’s strategy is simple yet powerful: Lexus brought luxury within reach, but Century will make luxury aspirational again.
Century vs Lexus: A Hierarchy Redefined
The most striking aspect of this launch is that Century now outranks Lexus in Toyota’s luxury lineup. This shift mirrors what Volkswagen did with Bentley and what Mercedes achieved with Maybach — creating a sub-brand that embodies the company’s top-tier engineering and craftsmanship.
Here’s a quick comparison between Lexus and Century:
| Feature | Lexus | Century |
|---|---|---|
| Market Position | Premium luxury | Ultra-luxury / Chauffeur class |
| Primary Focus | Performance & comfort | Exclusivity, craftsmanship, and serenity |
| Design Philosophy | Modern, minimalist | Traditional Japanese elegance |
| Interior Experience | Driver-focused | Passenger-first, lounge comfort |
| Price Range (Est.) | $50,000–$120,000 | $180,000–$250,000 |
| Competition | BMW, Audi, Mercedes-Benz | Rolls-Royce, Bentley, Maybach |
While Lexus vehicles offer refined performance and cutting-edge design, Century targets clients who value heritage, prestige, and quiet sophistication — a space previously untouched by Japanese automakers on a global scale.
A Brief History of the Toyota Century
The Toyota Century name has deep roots. It was first introduced in 1967, commemorating the 100th anniversary of Toyota founder Sakichi Toyoda’s birth. From the start, the Century was built as Japan’s most luxurious sedan, competing not with other Japanese cars but with the world’s most exclusive brands.
The first-generation Century was powered by a V8 engine, handcrafted by Toyota’s finest engineers. For decades, it was produced in limited numbers, with many vehicles custom-made for government officials and royal families.
In 1997, Toyota released the second-generation Century, followed by the third-generation model in 2018, which added hybrid technology while retaining the classic design. Now, in 2025, Toyota is taking it global — with Century reborn as a standalone ultra-luxury brand.
Design and Features: Tradition Meets Modernity
The new Century brand represents a perfect harmony between heritage and innovation. Every vehicle will showcase the finest in Japanese artistry and technological sophistication.
1. Exquisite Craftsmanship
Each Century vehicle is hand-built by Toyota’s elite engineers, often referred to as “Takumi” masters. The interiors are adorned with:
- Hand-polished wood trim
- Premium semi-aniline leather
- Bespoke stitching and embroidery
- Rear-seat controls that rival private jets
2. Whisper-Quiet Performance
Century cars are designed for serenity. The cabins feature noise-cancellation technology, laminated acoustic glass, and ultra-smooth hybrid powertrains that deliver power with silence.
3. Hybrid and Future EV Powertrains
Toyota confirmed that the Century lineup will feature hybrid systems combining V6 or V8 engines with electric motors. Future models are expected to include fully electric versions, in line with Toyota’s carbon-neutral goals.
4. Chauffeur-Focused Luxury
Unlike Lexus, which appeals to drivers, Century’s focus is the rear passenger experience. Features include reclining seats with massage functions, a personal infotainment system, and climate-controlled cabins tailored to each occupant.
Century SUV: The Flagship of the Future
The new Century SUV, unveiled in Japan, represents Toyota’s vision for luxury in motion. It combines limousine comfort with SUV practicality.
- Design: Elegant yet imposing, with a bold front grille and soft LED lighting.
- Performance: Hybrid 3.5L V6 with all-wheel drive.
- Interior: A “living room on wheels,” complete with plush seating, touchscreen panels, and privacy glass.
This SUV directly targets the Rolls-Royce Cullinan and Bentley Bentayga, offering the same prestige at a more attainable price, backed by Toyota reliability.
Century vs European Ultra-Luxury Brands
The biggest question now: can Toyota Century truly rival European legends like Rolls-Royce and Bentley?
Here’s how it stacks up:
| Comparison | Toyota Century | Rolls-Royce Ghost | Bentley Flying Spur |
|---|---|---|---|
| Origin | Japan | UK | UK |
| Powertrain | Hybrid (V6/V8) | V12 Twin Turbo | W12 / V8 |
| Focus | Quiet luxury, comfort | Grand opulence | Sporty luxury |
| Craftsmanship | Handmade by Takumi artisans | Handmade in Goodwood | Handcrafted in Crewe |
| Starting Price (Est.) | $180,000 | $340,000 |
While Rolls-Royce and Bentley emphasize European grandeur, Century offers a distinct Japanese take on luxury — minimalism, serenity, and precision. This unique identity could help Toyota attract global buyers seeking something refined yet different.
Global Expansion and Market Strategy
Toyota plans to introduce Century models to key global markets, starting with Japan, then expanding into the U.S., Europe, and the Middle East — regions where luxury SUVs and limousines are in high demand.
Experts believe Toyota’s move will:
- Elevate its brand image worldwide.
- Attract high-end customers who appreciate craftsmanship and eco-luxury.
- Boost Lexus sales indirectly, by reinforcing Toyota’s premium reputation.
The Century brand may also pave the way for special edition EV limousines, appealing to environmentally conscious luxury buyers.
The Future of Toyota’s Luxury Vision
With the launch of the Century brand, Toyota is not just introducing another car — it’s redefining what Japanese luxury means in the 21st century.
Lexus will continue to lead in performance and technology, while Century becomes the face of calm elegance and timeless prestige.
It’s a move that sets Toyota apart in an era where most automakers chase speed and gadgets — Century focuses on emotion, experience, and craftsmanship.
Conclusion
Toyota’s new Century brand is more than a car — it’s a cultural statement. It blends Japan’s heritage of precision and humility with the demands of a modern, elite clientele. With this move, Toyota boldly declares that it can stand shoulder-to-shoulder with the most prestigious names in the world of luxury automobiles.
As Google Trends shows a sharp rise in searches for “Toyota Lexus Century brands,” one thing is clear — the world is watching the rise of a new icon in luxury motoring.
Century is not just above Lexus. It’s above expectations.