Toyota announced that the name Century, immediately associated with its legendary top sedan, will now identify the new luxury brand of the Japanese “giant.” The announcement was made by Akio Toyoda himself, Chairman of the group, at the press conference held during the Tokyo Motor Show. The aim of this initiative is to create automobiles that can compete with offerings from brands like Bentley and Rolls-Royce, which stand out for their extremely high quality and freedom of customization, rooted in Japanese craftsmanship.
Thus, Century will position itself within the group, above Lexus, with the goal of carving out a very specific space in the luxury segment, with cars that aim to be different from those currently offered by rival brands, targeting the top. In this regard, it has already been revealed, at the same event, as AutoGear had already reported, a first prototype of an imposing coupe that anticipates the future production model of the new Century. No details are known yet, but in addition to offering a combustion engine, a 100% electric option may also be available.
One of the most striking visual features is the orange paint, a shade that results from more than 60 layers of paint. Also innovative is the door opening concept, which replaces the usual hinges on the A-pillar with a sliding configuration. Inside this first study of the new Century, there is only space for two people, with the passenger seated further back.
The Century lineup, currently consisting of the Century SUV (a luxury derivative of the Toyota Grand Highlander and Lexus TX) and the third generation of the sedan originally launched in the late 1960s, will thus include three distinct models. However, the launch date of the new coupe is still unknown, nor is it clear whether it will be available in markets outside Japan, although it is expected to be sold in China, as is already the case with the aforementioned SUV.
