Toyota’s Plan to Make Century a Global Luxury Phenomenon

Since its establishment in 1967, the New Century brand by Toyota has enjoyed a prestigious reputation in Japan, synonymous with opulence and prestige.

With a clientele that includes world leaders, the Century brand has long been a testament to Toyota’s dedication to excellence and meticulousness.

However, recent developments in the automotive industry suggest that Toyota is ready to take its strategy to a whole new level. The Century brand is gearing up to expand its reach beyond Japan, with aspirations of becoming a global luxury brand that can stand toe-to-toe with the likes of Bentley, Rolls-Royce, and Mercedes-Maybach.

Expanding Horizons: Century’s Global Aspirations

At present, the Toyota Century lineup boasts two high-end models that epitomize luxury and sophistication. Recent developments suggest that Toyota is planning to elevate the Century from a revered model to a comprehensive range of luxury vehicles.

This ambitious expansion isn’t confined to Japan; the Century brand is set to make its mark in global markets, challenging established luxury automakers on their turf. This move indicates Toyota’s confidence in Century’s unique value proposition and its potential to resonate with a global audience.