Toyota's flagship Century aims to compete with Bentley and Rolls-Royce in the American market.
Adam Ismail
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In 1990, Toyota shook up the luxury automotive market by launching Lexus—a brand directly competing with the likes of Mercedes-Benz and BMW, which had made significant strides in the U.S. market during the 1970s and 80s. Fast forward thirty-five years, and Toyota is preparing to make an equally bold move with even greater ambitions as it targets the premium luxury segment. Bentley, Rolls-Royce, and Maybach, take note: The Century is headed to America.
This week, Automotive News confirmed the details with Lexus amidst the happenings of what was previously known as the Tokyo Motor Show, now rebranded as the Japan Mobility Show. Although it will be marketed as a Toyota in Japan, the Century will be positioned above the mainstream luxury segment (BMW/Mercedes-Benz/Audi/Lexus/Acura/Genesis/Infiniti, etc.) and will cater specifically to a bespoke clientele. However, it's important to note that while this is an official announcement, Toyota does not yet have a set timeline for when it will introduce this model in the U.S. market.
An employee quoted in the initial report mentioned that it may take years before the Century becomes available in the United States, as Lexus needs to establish the necessary sales and infrastructure to support a new model line. This entails that both Lexus and its dealer network will need to invest upfront.
Though the Century will be sold at select Lexus dealerships, there will be no brand name or badging visible on the cars or the related paperwork. The reason for this? A complex issue with franchise laws. Delving into the details would require legal expertise, but in short, showing any form of favoritism within the dealer network can be problematic. Just ask Hyundai about its experience launching Genesis.
Taking on top-tier automotive brands is a challenging endeavor, but few have a financial clout like Toyota. We don’t anticipate a halfway approach, but given the current global climate, it’s difficult to determine what kind of sales environment the Century will face when it finally arrives in the U.S.
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Toyota's flagship Century aims to compete with Bentley and Rolls-Royce in the American market.
The Century brand will be available at select Lexus dealerships.