Last week’s Tokyo Auto Salon brought forth more than just a glimpse of Toyota’s Century GRMN – it revealed the brand’s bold move into the ultra-luxury segment, positioning itself above the well-regarded Lexus. The $220,000 GRMN version of the Century, showcased alongside Toyota’s ex-president Akio Toyoda’s SUV, is just the beginning of this paradigm shift.
In a candid conversation, an unnamed Toyota executive hinted at a rebranding strategy, simplifying the name to ‘Century’ for the SUV and ‘Century Sedan’ for the four-door model. This shift aims to distance the brand from the conventional ‘Toyota’ label, aligning it with the exclusivity and prestige associated with ultra-luxury vehicles.
Surprisingly, the Century is set to climb above the Lexus brand, challenging the norms of the luxury automotive hierarchy. This revelation signals Toyota’s aspiration to compete with international luxury heavyweights like Rolls Royce and Bentley.
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Toyota’s decision to place the Century above Lexus has sparked discussions about its potential success, given Toyota’s historical reputation for affordability. However, the Japanese automaker seems eager to break free from this perception, making strategic changes by introducing hybrid and electric models and entering the luxury SUV market with the ‘Toyota Century.’
Evolution of the Toyota Century
Originally introduced in 1967 as a chauffeur-driven symbol of status in Japan, the Century quickly gained popularity among executive families, bureaucrats, politicians, and even royal households. With the relaunch of the Century, Toyota’s CEO Koji Sato aims to revive the legacy and compete directly with luxury heavyweights, focusing on performance, opulence, and sustainable engineering concepts.
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Production and Availability
Toyota plans to produce 30 units of the Century per month in 2024, with local deliveries starting early in the year and international deliveries expected later. The model will be available in both right-hand and left-hand drive configurations, offering full options for customers in the Middle East, Asia, and Northern America.
Century Pricing
The Toyota Century’s ultra-luxurious status is reflected in its price tag, starting at a staggering $220,000 or JPY 33 million. Buyers can choose a basic model priced around $170,000 or opt for the exclusive GRMN version, emphasizing Gazoo Racing Meister of Nurburgring and catering to discerning premium customers.
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As Toyota embarks on this ambitious journey to redefine luxury within its portfolio, only time will tell how well the Century will resonate with global consumers, especially in a market dominated by established luxury brands such as BMW, Porsche, Audi, and Cadillac. The Tokyo Auto Salon revelation has set the stage for a paradigm shift in Toyota’s approach to luxury, leaving enthusiasts and industry insiders eagerly anticipating the future of the iconic Century bran.
