Toyota’s not just making luxury cars anymore, it’s making statements with the $200,000 Century going worldwide
Published on Oct 16, 2025 at 6:43 PM (UTC+4)
by Henry Kelsall
Last updated on Oct 28, 2025 at 9:30 AM (UTC+4)
Edited by
Emma Matthews
Toyota’s Century brand is going global, as Toyota looks beyond luxury cars and aims to repeat the success it has had with its iconic Lexus brand.
Lexus is the luxury division of Toyota, and has made some brilliant cars, but now it is set to position Century above it, and market it as a new ultra-luxury brand.
This follows the launch of the Century ‘One of One’ concept at this year’s Japan Mobility Show, and the company has officially stated its intention to sell upscale models under that name.
While currently Century-branded cars are only available in Japan, the company is looking at making it global.
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The next steps for Toyota’s Century brand
The Century was discussed recently at a Toyota panel discussion, with Chairman Akio Toyoda a part of that.
He described an ‘above-Lexus’ space in which the new brand could be positioned.
Ultimately, the company wants to make this a class of its own, even higher above the standards set by Lexus.
That includes technology, materials, design work, and more.
A handy graphic at the discussion showed the position of the company and its other divisions.
At the bottom sat budget-brand Daihatsu, with the parent company in the middle.
The left was the racing division GR, while Lexus was above, and right at the top sat Century.
The luxury cars are a longstanding part of Toyota
The Century lineup dates back to 1967 when its flagship sedan was launched.
Currently, the sedan has a hybrid V8 under the hood, and luxury features like a 20-inch LCD screen in the back.
Positioning the name as its own brand could see further models introduced to the lineup.
While it’s become an iconic name in Japan, it is less well-known across the rest of the world.
The company will need to do some big marketing in order to get its ultra-luxury brand’s name out there.
In terms of pricing, the latest Century SUV starts at $180,000 in Japan.
The most expensive Lexus, the LX Hybrid, currently costs $141,000.
Further models may see prices increase, such as to around the Bentley Bentayga’s $200,000.
Whatever happens, Toyota is clearly determined to turn this household name into a massive global success.
Henry joined the Supercar Blondie team in February 2025, and since then has covered a wide array of topics ranging from EVs, American barn finds, and the odd Cold War jet. He’s combined his passion for cars with his keen interest in motorsport and his side hustle as a volunteer steam locomotive fireman at a leading heritage steam railway in England.
