Toyota Century Sets Sights on Bentley and Rolls-Royce

In a move that’s surprising, bold, and completely on-brand for Toyota, the company is officially elevating Century from a single flagship model into a full standalone ultra-luxury marque. And they aren’t shy about their ambitions: Toyota says Century will compete directly with Bentley and Rolls-Royce, two of the most storied luxury names on the planet.

It’s a daring strategy — but one that just might work.

A New Chapter: Century Becomes Its Own Brand

Toyota’s long-running Century sedan has always been a special car — an understated limousine reserved for Japan’s elite, politicians, and executives. But now, Toyota is taking things much further. Century is becoming its own brand, positioned above Lexus, aimed squarely at the global ultra-luxury market.

This isn’t just a badge exercise. Toyota is rebuilding the entire identity of Century around Japanese craftsmanship, bespoke production, and near-limitless personalization. Think fewer robots, more artisans — or as Toyota calls them, Takumi.

Global Ambition: A Japanese Take on Ultra-Luxury

Historically, Century was a Japan-only product. But Toyota is now thinking globally. Century models will target high-net-worth customers in markets where brands like Bentley, Rolls-Royce, and Maybach dominate.

Toyota’s angle? A uniquely Japanese luxury philosophy — calm, precise, handcrafted, refined — instead of the British opulence that defines the market today.

According to executives, this is not about copying Europeans. It’s about creating an alternative. A new flavor of ultra-luxury with materials, colors, and craftsmanship rarely seen outside Japan.

Bespoke, “One-of-One” Craftsmanship

One of Century’s most interesting differentiators is its extreme customizability. Toyota says Century will embrace a “one-of-one” philosophy, treating each car like a commissioned artwork.

For example, the Century coupe concept shown at the Japan Mobility Show was finished in 60 layers of hand-applied paint — the kind of detail that screams Rolls-Royce-tier craftsmanship.

Expect hand-stitched interiors, rare materials, custom color palettes, and perhaps even options unique to Japanese artisanship.

New Models: Sedan, SUV, and a Luxe Coupe

Toyota has confirmed that the Century brand will include:

• A chauffeur-oriented flagship sedan
• A plug-in hybrid Century SUV already on sale in Japan
• A dramatic Century coupe, previewed by the concept shown in Tokyo

The coupe is especially intriguing. Despite its two-door silhouette, Toyota says some owners may actually prefer to be chauffeured in it — an unexpected twist that highlights just how differently ultra-luxury buyers think.

Pricing hasn’t been finalized for global markets, but in Japan, the Century SUV already starts around ¥25 million (about $170,000). And that’s before bespoke options. That puts Century comfortably in the same financial territory as its British rivals.

A Bold, Smart, and Very Japanese Luxury Play

Toyota’s decision to spin off Century into its own brand is more than a marketing change — it’s a strategic leap into the elite world of coachbuilt, bespoke automobiles. And instead of imitating the British establishment, Toyota is doubling down on Japanese identity and craftsmanship.

If Century succeeds, Japan will finally have a true global ultra-luxury marque — something the industry hasn’t seen before.

And if Toyota brings its legendary reliability, obsessive quality, and now Takumi craftsmanship to the table? Bentley and Rolls-Royce may need to pay close attention.