The Century's appearance in the US is seen as a subtle hint from the Japanese automaker that this luxury product line might be sold in the US, or even more ambitiously, expanded to the global market.
For decades, Toyota distributed its flagship Century sedan exclusively in the Japanese domestic market. However, in 10/2025, the company elevated Century into an independent luxury brand, simultaneously unveiling a coupe concept model.
Last year, Toyota consistently took steps to establish Century as a stronger brand. The company launched an English website celebrating the master craftsmanship of Japan evident in this vehicle line, and also opened the first Century showroom in central Tokyo.
Since fall 2023, Toyota has been selling the Century SUV in Japan, China, and in limited numbers in the Middle East and other Asian markets. North America is likely to be the next destination.
 |
The Toyota Century appeared at the event where Akio Toyoda was honored in the US. Photo: Toyota. |
The Toyota Century appeared at the event where Akio Toyoda was honored in the US. Photo: Toyota.
Similar to ultra-luxury lines from Rolls-Royce or Bentley, new Century models are semi-handcrafted but offered at a significantly more accessible price point. In Japan, the Century SUV starts at 27 million yen (equivalent to over 170,000 USD). In comparison, the Bentley Bentayga starts at approximately 210,000 USD in the US, while the Rolls-Royce Cullinan begins at 440,000 USD.
However, if officially distributed in the US, the Century SUV will likely have a price higher than 170,000 USD due to additional import duties and compliance costs for local standards.
In 2025, the Century line achieved sales of approximately 500 vehicles, a decrease from around 1,700 vehicles in 1997. Expanding to international markets will not only boost sales but also enhance the brand image of Toyota's mainstream vehicles. Additionally, strengthening the Century's position alleviates pressure on Lexus to move further upmarket.
When the high-riding Century coupe concept enters commercial production, the biggest question is what engine it will feature. Currently, the sedan version uses a V8 hybrid engine, while the SUV is equipped with a V6 hybrid engine.
Some reports suggest the Century coupe might debut with a V12 hybrid engine, although Toyota has stated it cannot yet disclose specifications. The Century sedan launched in 1997 once featured a naturally aspirated V12 engine – the only commercial V12 engine for passenger cars Toyota ever produced – so this model line has a strong basis to continue that tradition.
My Anh (according to Autoblog)
