Toyota Launches Century as Standalone Ultra-Luxury Brand, Targeting Global Elite

Toyota Motor Corporation (TMC) has officially spun off its Century brand into a standalone ultra-luxury marque, signaling its formal entry into the highly competitive global ultra-luxury car segment, currently dominated by brands like Rolls-Royce and Bentley. Announced at the Japan Mobility Show, TMC Chairman Akio Toyoda stated the goal is to cultivate Century as a brand embodying the "spirit and pride of Japan" globally. Positioned above Toyota's existing premium brand, Lexus, Century will emphasize exclusive, bespoke craftsmanship deeply integrated with Japanese traditions and artisanship. All Century vehicles will be built exclusively in Japan, leveraging the country's advanced automotive manufacturing technology and traditional skills. The brand currently offers a customized sedan and SUV, with annual production capacities of 200 and 300 units respectively. At the show, Toyota also unveiled a prototype Century Coupe. This strategic move allows Lexus to strengthen its focus on the core luxury market.

Impact This strategic repositioning of Century aims to enhance Toyota's brand prestige and capture higher-margin sales in the ultra-luxury segment. It intensifies competition for established ultra-luxury players and elevates Toyota's overall market perception. The focus on Japanese craftsmanship can also appeal to a niche global clientele seeking exclusivity and heritage. Rating: 7/10

Difficult terms: Marque: A brand, especially a luxury brand of cars. Bespoke craftsmanship: Custom-made products, crafted with high skill and attention to detail according to specific customer requirements. Artisanship: Skill in making things by hand; craftsmanship.