Rumors about Toyota Century are intensifying: the brand may separate and enter the global market (3 photos)

A mysterious campaign and possible expansion

Toyota recently launched a mysterious teaser campaign for a new project, promising a full reveal on October 13th ahead of the 2024 Japan Mobility Show. The announcement sparked speculation that the flagship Century sub-brand could play a more prominent role in Toyota’s lineup, perhaps expanding its portfolio beyond its current sedans and SUVs.

Symbolic placement and strategy

The special teaser site highlights the Century emblem with the same prominence as Toyota, Lexus, Gazoo Racing, and Daihatsu. This was no coincidence. According to President Akio Toyoda, the decision reflects his belief that

Century belongs in the center.

Possible departure from Toyota’s shadow

Early theories suggested the campaign could revolve around Toyota’s TNGA platform, which is a common element across all five brands. Another possibility would be an update on each brand’s strategy and sales targets. But with Century appearing in teaser updates every day, another possibility has arisen.

Suggestions on Japanese social media are that Century will step out of Toyota’s shadow and become a standalone brand, following in the footsteps of Lexus. The company has already confirmed plans to offer Century products outside of Japan.



New models and exclusivity

The most interesting rumors point to the emergence of new forms in the Century family, from a low-slung two-door coupe to an ultra-luxury minivan. If the latter happens, it will take a position above the Lexus LM, which itself is already an upscale variant of the Alphard and Vellfire. To justify its place, it must offer a level of luxury and exclusivity similar to a Rolls-Royce aimed at the upper segment of the market.

History and future possibilities

The original Century sedan, first introduced in 1967, has long been Toyota's domestic flagship, receiving only two generations of updates in 1997 and 2017. On the other hand, the Century SUV is set to arrive in 2023 as the Japanese equivalent of the Rolls-Royce Cullinan, even getting a GRMN variant for increased performance.



While the existing SUV’s spacious four-passenger cabin and sliding rear doors may make the minivan redundant, it would be interesting to see Century expand into different segments. After all, the company has already shown a willingness to experiment with custom orders, including a unique Century SUV convertible designed for parades. Whether the brand will expand its presence in such areas or keep the idea at the level of rumors will only become clear after the upcoming reveal.

The expansion of Century could open up new opportunities for Toyota in the global market, especially in the high-end luxury segment, where competition with European brands has always been difficult. Historically, Century has remained a symbol of quality and tradition, and its potential independence could strengthen the brand's value among fans around the world, offering unique solutions that combine modern technology with Japanese aesthetics.