Toyota unveils Century ultra-luxury marque

TOYOTA MOTOR CORPORATION (TMC) on Wednesday officially spun off its iconic Century marque into a standalone ultra-luxury brand, marking its formal entry into the top tier of the global luxury car market currently dominated by Rolls-Royce and Bentley.

- NARAYANAN V

Announcing the launch at the Japan Mobility Show in Tokyo, TMC Chairman Akio Toyoda said, “Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that brings the spirit of Japan-the pride of Japan-out into the world. The next Century begins with us.”

Positioned above Toyota’s existing premium brand Lexus, Century will focus on bespoke craftsmanship deeply rooted in Japanese tradition.