Toyota's Audacious Ultra-Luxury Gamble: Can NEW Century Brand Dethrone Bentley & Rolls-Royce?

Auto

|

Updated on 12 Nov 2025, 02:39 pm

At the recent Japan Mobility Show, formerly the Tokyo Motor Show, Toyota Motor Corporation unveiled a bold new venture: the Century brand. This ambitious initiative is designed to challenge the dominance of ultra-luxury automotive marques such as Bentley and Rolls-Royce, a segment historically dominated by European manufacturers. Toyota's chairman, Akio Toyoda, emphasized that Century is intended to represent the 'spirit of Japan—the pride of Japan.' The brand's offerings include a Century coupe, positioned to rival the Bentley Continental, and a distinct Century SUV, which will contend with models like the Rolls-Royce Cullinan. The Century SUV is a plug-in hybrid featuring a V-6 engine producing 406 horsepower and is initially slated for markets in Japan and China. Details regarding the powertrain for the Century coupe remain undisclosed, though electrification is anticipated. Historically, the Century nameplate, dating back over 50 years, has been associated with luxury and has even served as transport for the Japanese emperor. Toyota's philosophy for Century vehicles emphasizes a chauffeur-driven experience, focusing on rear-seat opulence, differentiating it from the driver-centric luxury often promoted by Bentley and Rolls-Royce. This launch is viewed as a significant achievement for Toyota, aiming to reassert Japanese industrial pride and manufacturing prowess, known as 'monozukuri.'

Impact This news could significantly influence the ultra-luxury automotive market, challenging established players and potentially elevating Toyota's brand perception into a new premium segment. It signals increased competition and a strategic diversification for one of the world's largest automakers. Rating: 7/10.

Difficult Terms: Marques: Brands or makes, especially of cars. Unbreachable: Impossible to overcome or get past. Audacity: Boldness or daring, often in a way that is shocking or disrespectful. Rarified space: An exclusive and high-class area or market. Cultivate: To develop or grow something over time. Plug-in hybrid: A vehicle with both an internal combustion engine and an electric motor, which can be charged by plugging into an external power source. Electrified: Powered by electricity, either fully or partially (like a hybrid). Chauffeur-driven: A vehicle driven by a hired driver for passengers. Capstone achievement: The final, most significant achievement in a series. Economic malaise: A period of slow economic growth or decline. Monozukuri: A Japanese term meaning 'the art, science, and craft of making things,' emphasizing meticulous craftsmanship and continuous improvement.