Toyota is signaling that Century could become a global ultra-luxury brand positioned above Lexus. The move would take the nameplate, long associated with Japan’s political and business elite, beyond its traditional home market and into a segment dominated by Rolls-Royce, Bentley and Mercedes-Maybach.

The latest indication came when Toyota Chairman Akio Toyoda arrived in Detroit in a Century SUV, a model not officially sold in the United States. Toyota Chief Technology Officer Hiroki Nakajima told Bloomberg that the company considers Century a global model and wants feedback from automotive industry officials in Detroit. Toyota has not announced U.S. pricing, sales timing or a launch plan.

Century’s global expansion plans

Century began as a chauffeur-oriented Japanese limousine in 1967 and has traditionally been built in small numbers for the domestic market. Toyota expanded the nameplate in 2023 with the introduction of an SUV, then established Century as a standalone brand above Lexus.

The Century SUV already has a limited international presence. Its V6-powered version is sold in China and shipped in small volumes to other countries in Asia and the Middle East. Toyota is also studying additional markets, suggesting the SUV could become the brand’s main vehicle for expansion outside Japan.

The V8-powered Century sedan remains much more closely tied to Japan. The model’s history and customer base include members of Japan’s Imperial family, prime ministers and senior business executives, giving the brand an unusually distinctive identity for an automaker entering new luxury markets.

Models and powertrains

Toyota’s plans appear to extend beyond the existing sedan and SUV. The automaker unveiled a high-riding Century coupe concept last year, showing a more expressive direction for the nameplate. Its design moves away from the traditional chauffeur-focused sedan, but Toyota has not disclosed what will power the coupe.

The company has said that not every future Century model will be electric. Speculation about a possible V12 revival remains unconfirmed. The second-generation Century sedan was the only Toyota model to use a 12-cylinder engine, so any return would represent a major break from the brand’s current known powertrain lineup.

Can Century challenge established ultra-luxury brands?

Toyota is entering a crowded part of the market. BMW has Rolls-Royce, Volkswagen Group has Bentley and Mercedes-Benz has Maybach. Century’s proposed advantage is not simply greater size or performance, but Japanese craftsmanship, restraint and a heritage built over nearly six decades.

That history gives Century credibility in Japan, but international buyers may not immediately recognize the name alongside established European ultra-luxury brands. Toyota’s decision to separate Century from Lexus gives both marques clearer roles: Lexus can pursue the broader luxury market, while Century focuses on the top of Toyota’s portfolio.

Akio Toyoda has been closely associated with the strategy. He proposed making Century its own brand and placing it in a class of its own after seeing the Century sedan and SUV displayed at Toyota’s booth during the 2024 Japan Mobility Show. For now, Toyota is gathering reactions and evaluating markets rather than confirming a global rollout.