KATHMANDU: Toyota is taking its luxury game to the next level by transforming its iconic Century into a standalone ultra-premium brand that will sit above Lexus.
The Century has long been a symbol of prestige in Japan. First introduced in 1967 to honor Toyota founder Sakichi Toyoda’s 100th birthday, it has traditionally served as a chauffeur car for Japan’s top executives and government officials.
In 2023, Toyota reimagined the Century as a luxury SUV powered by its latest plug-in hybrid (PHEV) system. Now, the brand is evolving again this time into a global nameplate that aims to compete with Rolls-Royce and Bentley.
Toyota previewed the new Century for the first time earlier this week, confirming its plans to take on these higher-end brands in the global luxury market.
According to Top Gear, the decision came after former Toyota CEO Akio Toyoda questioned the model’s place within the company lineup. “Until now, Century’s place in the company has not been clear,” Toyoda said, emphasizing that Toyota’s core brands share the same roots.
Toyota also showcased several upcoming models that will debut at the 2025 Japan Mobility Show, including the Lexus LS Concept, an electric Corolla, and a six-wheeled minivan.
The event opens to the public on October 30, 2025, with press previews starting a day earlier. More details on the new Century brand are expected soon.
