Nearly four decades after making a big push into the luxury market with the launch of the Lexus brand, Toyota Motor Corp. is setting its sites even higher.
During a news conference at this year’s Japan Mobility Show, Toyota pulled the covers off the striking new Century Coupe Concept. A production version will be one of two new offerings that the new brand will bring to market in a bid to challenge two of the world’s most elite automotive marques, Bentley and Rolls-Royce.
“They are more than elegant. They are a statement,” said Ian Cartabiano, president of Toyota’s CALTY Design Research facility in California. “The Century brand will stand at the pinnacle (as a) celebration of craftsmanship.”
What’s the Century Brand
First launched in 1967, the Century badge has appeared on a small group of full-size luxury cars and limousines. Century provided a Japanese alternative for the country’s dignitaries and ultra-wealthy to drive, rather than having to be seen in an import.
But for a company known for its relatively rapid product updates, Toyota did little to keep Century fresh. Over the decades, it has received only two major updates, in 1997 and again in 2018.
From a product standpoint, Century is starting from scratch with a pair of ultra-luxurious models, including the coupe-like sedan debuting at the Japan Mobility Show, and an SUV to follow.
A Novel Design
The Century coupe isn’t just another high-end two-door. It does pick up on some classic high-line design cues, such as the long, tapered roof line and tall grille distinguished by that phoenix logo. But there’s no rear window and, most unusually, its main doors slide, rather than swing, open, providing easier access for its high-line occupants. There actually are two smaller doors that slide rearward, providing even easier entry for those seated in the rear.
“Never has it been easier to enter and exit a coupe with style and grace,” suggested Cartabiano.
Another distinctive touch: the front passenger seat – on the left side in Japan – is positioned a bit rearward, providing more than ample legroom.
Toyota
Hand-Built and Bespoke
Toyota officials referred to the new brand as “One of One,” meaning each vehicle will be a bespoke package heavily customized to reflect a buyer’s personal desires.
If the concept is any example, Century will take things to extremes. The show car’s exterior, for example, features 60 layers of paint, and the interior features wood and other materials assembled using the Japanese artsugi process where individual pieces come together so precisely the joints are all but invisible.
A number of details have yet to be revealed, including the sort of powertrain technology Century will use – though one Toyota executive, speaking on background, hinted that it will follow the broader company’s “multi-pathway” approach with a mix of gas, hybrid and electric propulsion systems.
Pricing and Availability
The precise launch date for the Century brand has yet to be confirmed. As for pricing, if Century falls into line with its two key British competitors, that would suggest a starting price of more than $30 million yen, or $200,000 at current exchange rates, about what the latest version of the Bentley Continental GT goes for.
For the moment, Toyota officials indicate Century will exclusively target Japan. But they indicate the automaker could consider expanding to China and even the U.S. if the new brand proves successful in the home market.
