Toyota set to spin Century off into its own ultra-luxury brand to sit above Lexus and Crown, and compete with Bentley and Rolls-Royce | report

The Toyota Century has existed since 1967 as the pinnacle of the brand’s range. Often referred to as the “Rolls-Royce of Japan” the limousine version, which is now in its third generation, has always been a hand-built expression of the brand’s aspirations.

It has also almost always been a Japanese domestic market exclusive, but according to a new report published in Forbes, the advent of the new SUV version launched in 2023 will see the Century brand spun off into its own separate marque, and sold globally.

The new Century brand, according to quotes from a Toyota executive who wished to remain anonymous, will sit above Lexus and the newly-established Crown sub-brand.

Its first model will be an export version of the existing ‘G70’ Crown SUV which will look to take on the Bentley Bentayga and Rolls Royce Cullinan around the globe. The news following the announcement that a left-hand-drive version would be built for China, but according to the unnamed executive, the brand will also target markets like Europe, the Middle East, the Americas and the rest of Asia.

The report also claims the standard Century SUV for export will wear a price-tag of around $170,000 US dollars, which translates to AU$258,488. For context, the Bentley Bentayga starts from $395,800, while the Rolls Royce Cullinan starts from an astronomical $810,000 before on-roads.

However, the Forbes report states that the executive in question said the brand is considering selling a version of the Century SUV in the exact same specification as Toyota CEO Akio Toyoda’s personal car, dubbed the Century GRMN ‘Morizo Edition’ touted to cost the equivalent of AU$334,361.

The current Century SUV is unusual for an ultra-luxury car in that it uses a primarily front-wheel-drive layout shared with the Toyota Kluger on Toyota’s TNGA-K chassis. It uses the brand’s familiar 3.5-litre (2GR-FXS) V6 engine paired with a dual-motor all-wheel drive system and is only available as a plug-in hybrid.

This system produces a combined 303kW, with the rear-wheels electrically driven and the front-wheels driven by a combined e-CVT system. It is capable of travelling 69km under electric power only.

On the inside, expect an ultra-luxurious set of seats and interior detailing inspired by a traditional Japanese embroidery technique called ‘Suga-nui’ and using real wood panel work. The SUV has a four-seat layout separated by a large centre console in the rear with a touch panel to control the reclining rear seats and multimedia functions.

Meanwhile, the original limousine model continues in third-generation guise, as a Japan exclusive for now. This ‘G60’ version pairs a 5.0-litre V8 to a plugless hybrid system. It is the only car in Toyota’s line-up to use this set-up and it produces a combined 317kW.

Despite this news, we don’t have high hopes for a Century launch in Australia any time soon. Toyota’s local division is set in its strategy of letting Lexus play the luxury role Down Under, as evidenced by its statements that it has no interest in bringing the also-new Crown sub-brand or the luxurious Alphard people mover to our shores.

Instead, Lexus has launched its take on the Alphard, the even more luxurious LM people mover. It also soldiers on with the closest thing you can get to a Century in Australia - the Lexus LM (from $160,888), despite selling only a handful of units every year.

Toyota’s Crown marque, once reserved for its range of luxurious sedan models was previously spun into its own line-up consisting of four models, the Crown Sport SUV, Crown Sedan, Crown Estate wagon, and Crown Crossover. While these models appear to have some kind of crossover with the existing Lexus line-up, they are set apart by their unusual designs, interior theme, and brand positioning. Of course, they only wear the brand’s Crown badge as opposed to the Toyota one, while the incoming Century marque is said to exclusively use the Century ‘Phoenix Emblem.’