Century To Become A Separate Ultra-luxury Brand Above Lexus – Toyota Executive

Century to become a separate ultra-luxury brand above its already luxurious Lexus marque, according to a Toyota executive.

“The Century will actually be positioned above the Lexus brand as an extra luxurious brand,” the unnamed executive told Forbes. 

Century brand, which is now targeting foreign markets, will reportedly produce more luxurious and expensive vehicles than Lexus.

Buyers will have a choice of a standard Century, which starts at $170k or the bespoke GRMN version, which cost around $220k.

Toyota is set to create a new ultra-luxury ‘Century’ brand that will be positioned above its already luxurious Lexus marque, according to a Toyota executive, who spoke with Forbes during the recently concluded Tokyo Auto Show.

To better take on foreign brands like Rolls-Royce and Bentley, the Century brand, which is now targeting foreign markets, will reportedly produce more luxurious and expensive vehicles than Lexus.

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When Forbes suggested that the foreign market-bound super-luxurious Century SUV should have been called ‘Lexus Century’ instead of ‘Toyota Century’ as it is currently known, the unnamed executive said :

“Ah no, the Century will actually be positioned above the Lexus brand as an extra luxurious brand.”

According to the anonymous Toyota executive, the company wants to refer the recently released Century SUV as ‘Century’ and the four-door sedan version simply as ‘Century Sedan.’

The executive also confirmed that the new Century SUV would be offered in right- and left-hand-drive versions in several markets, including the Middle East, Europe, Asia and the Americas.

In addition, buyers will reportedly have a choice of a standard Century, which starts at $170,000 or the bespoke Century GRMN (which stands for Gazoo Racing Meister of Nurburgring) version, which cost around $220,000.

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