Century SUV leads proud 59-year brand’s major global push
Toyota is preparing to take Toyota Century, its ultra-luxury brand positioned above Lexus, to more markets around the world. The plan came into focus when Chairman Akio Toyoda arrived in Detroit in a Century SUV, a model Toyota does not officially sell in the United States, Motor1 reported Oct. 1, citing Bloomberg.
Asked about the vehicle, Chief Technology Officer Hiroki Nakajima told Bloomberg: “We want to showcase the latest version of the Century. It’s a global model, so we’re interested in getting feedback from auto industry officials in Detroit.”
How Toyota Century grew from a Japanese icon into a brand
The Century first went on sale in 1967 as Toyota’s flagship executive sedan. For decades it served Japan’s political and business elite, and it is closely associated with the country’s imperial household.
Toyota added a Century SUV in 2023 alongside the long-running sedan. Then, at the Japan Mobility Show in October 2025, Toyoda unveiled Century as a standalone brand that sits above Lexus, along with a Century coupe concept, Chasing Cars reported. Toyota has described Century as occupying “a class of its own.”
Where the Century SUV is sold today
The brand already has a foothold outside Japan. The V6 plug-in hybrid Century SUV is sold in China and shipped in small numbers to other markets in Asia and the Middle East, according to Motor1. The V8 hybrid sedan remains largely a Japan-only model.
Toyota has not announced pricing, launch dates or a lineup for new markets. The company has said that not all future Century models will be electric, Motor1 reported.
What it means for Lexus
Moving Century into its own tier lets Lexus focus on the broader luxury market while Century competes at the very top, where brands such as Rolls-Royce and Bentley sell. Lexus remains Toyota’s main luxury division by volume.
What’s next for the Toyota Century SUV and brand
Toyota says it is still studying which additional markets make sense. Showing the SUV in Detroit, the home of the U.S. auto industry, suggests North America is under consideration, though the company has not confirmed a U.S. launch.
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