Toyota Launches New Super-Luxury ‘Century’ Brand To Rival Rolls-Royce And Bentley

Toyota Motors officially launch a new standalone super-luxury ‘Century’ brand to rival Bentley and Rolls-Royce.

During the launch event, Toyota teased a Century Concept and two other models – Century Tailor-made and Century GRMN.

Century Tailor-made (SUV) and Century GRMN (sedan) were previously under Toyota brand and only available in Japan.

Japanese brand, Toyota Motors, has launched a new standalone ultra-luxury ‘Century’ brand that is positioned above its ‘Lexus’ marque in the Toyota hierarchy to better take on foreign brands like Rolls-Royce and Bentley.

During the presentation of the new Century brand at the 2025 Japan Mobility Show in Tokyo, Toyota also teased a Century coupe-like sedan Concept alongside two other models that it called Century Tailor-made (SUV) and Century GRMN (sedan).

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“Together, we have decided to launch the Century brand. ‘One of One’ or as Nakamura put it, ‘To be like no other,’ said Akio Toyoda, Chairman of the Board of Directors (Representative Director), during the presentation of the Century brand.

“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.”

Toyota is yet to say when the production version of the Century Concept will reach the market. But the Century Tailor-made (SUV) and Century GRMN (sedan) were previously under Toyota brand and only available in the home country of Japan.

In the press release, Akio mentioned “One of One” – meaning that the new Century Brand, like Rolls-Royce and Bentley, will offer bespoke packages and create unique masterpieces that will reflect client’s tastes and desires.

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