Toyota’s premium brand is Century, positioning itself above Lexus to offer ultra-luxury vehicles and unparalleled customization; millertoyota.net provides insights into this exclusive line. This shift promises enhanced sophistication and bespoke options for discerning drivers, impacting the luxury car market in Boise, Idaho. Explore millertoyota.net for updates on Century’s arrival, premium models, and upscale automotive experiences.
1. Unveiling Toyota’s Ultra-Luxury Play: What Is Toyota’s Premium Brand?
Toyota’s premium brand is Century, designed to surpass even Lexus in terms of luxury and exclusivity. This strategic move signifies Toyota’s commitment to catering to the ultra-luxury market, offering bespoke vehicles with unparalleled customization options. According to a Toyota executive, the Century brand is being positioned to sit above Lexus as Toyota’s ultra-luxury brand. The introduction of Century as a standalone brand represents Toyota’s ambition to compete with established luxury marques like Rolls-Royce and Bentley.
1.1. The Genesis of Century: A Legacy of Luxury
The Century nameplate has a long history, dating back to 1967 when it was introduced to commemorate the 100th birthday of Toyota’s founder, Sakichi Toyoda. For decades, the Century sedan has been the flagship vehicle of Toyota in Japan, known for its understated elegance, exceptional craftsmanship, and unparalleled comfort. The Century has traditionally been the choice of dignitaries, business leaders, and members of the Japanese Imperial Family. According to Toyota’s official website, the Century embodies the spirit of Japanese hospitality and meticulous attention to detail.
1.2. Century SUV: A New Chapter in Luxury
The introduction of the Century SUV marks a significant departure from the traditional sedan format. While retaining the core values of the Century brand, the SUV offers a more contemporary and versatile package. The Century SUV is designed to appeal to a global audience, with its combination of luxurious appointments, advanced technology, and commanding presence. This expansion into the SUV segment allows Toyota to cater to the evolving preferences of luxury car buyers.
2. Why Is Century Being Positioned Above Lexus?
Century is being positioned above Lexus to cater to a niche market of ultra-luxury car buyers who demand the highest levels of exclusivity, customization, and prestige. Lexus has established itself as a leading luxury brand globally, known for its reliability, refinement, and advanced technology. However, Toyota recognizes that there is a segment of buyers who seek something even more special and exclusive. According to market analysis by Automotive News, the ultra-luxury segment is experiencing significant growth, driven by increasing wealth and a desire for personalized experiences.
2.1. Differentiating Factors: Luxury Redefined
Several factors differentiate Century from Lexus and justify its higher positioning:
- Exclusivity: Century vehicles are produced in limited numbers, ensuring a high degree of exclusivity and rarity.
- Craftsmanship: Century vehicles feature meticulous craftsmanship and attention to detail, with handcrafted elements and premium materials.
- Customization: Century buyers have access to a wide range of customization options, allowing them to create a truly bespoke vehicle that reflects their individual tastes and preferences.
- Prestige: The Century nameplate carries a significant amount of prestige and heritage, representing the pinnacle of Japanese automotive engineering and luxury.
- Targeting Foreign Markets: Century brand is now targeting foreign markets.
2.2. Catering to a Unique Clientele
By positioning Century above Lexus, Toyota is able to cater to a unique clientele who are willing to pay a premium for the ultimate in luxury and exclusivity. These buyers are typically high-net-worth individuals who appreciate the finer things in life and seek a vehicle that reflects their success and status. The Century offers them a level of personalization and exclusivity that is not available with mainstream luxury brands.
3. Delving into the Details: What Makes Century Stand Out?
Century stands out due to its blend of traditional Japanese craftsmanship, modern technology, and unparalleled customization options. From the meticulously crafted interior to the advanced hybrid powertrain, every aspect of the Century is designed to provide an exceptional driving and ownership experience. According to a review by Car and Driver, the Century offers a “serene and opulent” driving experience that is unmatched by other luxury SUVs.
3.1. Exquisite Design and Craftsmanship
The exterior design of the Century SUV is characterized by its understated elegance and commanding presence. The vehicle features a distinctive front grille, sleek LED headlights, and a sculpted body that exudes sophistication. Inside, the cabin is a sanctuary of luxury, with premium leather upholstery, handcrafted wood trim, and meticulously stitched details. The rear seats offer supreme luxury and full customization.
3.2. Advanced Technology and Performance
The Century SUV is equipped with a range of advanced technology features, including a large infotainment display, a premium sound system, and a suite of driver-assistance systems. The vehicle is powered by a 3.5-liter V6 hybrid powertrain that delivers a smooth and refined driving experience. The hybrid system provides ample power while also ensuring excellent fuel efficiency.
3.3. Unparalleled Customization Options
One of the key differentiating factors of the Century is the extensive range of customization options available to buyers. Customers can choose from a wide variety of exterior colors, interior materials, and trim options. They can also specify unique features and equipment to create a truly bespoke vehicle that reflects their individual tastes and preferences.
4. Century GRMN: The Pinnacle of Performance and Exclusivity
The Century GRMN (Gazoo Racing Meister of Nurburgring) represents the pinnacle of performance and exclusivity within the Century lineup. This bespoke version of the Century SUV is designed for driving enthusiasts who demand the ultimate in performance and handling. The GRMN version receives a number of upgrades, including a sport-tuned suspension, aerodynamic enhancements, and unique interior appointments. According to Toyota, the Century GRMN is inspired by Akio Toyoda’s passion for motorsports and his desire to create a truly exceptional driving experience.
4.1. Akio Toyoda’s Vision: The Morizo Edition
Akio Toyoda, the former president of Toyota, played a key role in the development of the Century GRMN. He personally specced out the vehicle for his ‘Morizo Garage,’ imbuing it with his passion for performance and driving dynamics. Toyota is considering offering Toyoda’s bespoke Century GRMN as one fully customized ‘complete car’ in its own right, and call it the ‘Morizo Edition,’ after Akio Toyoda’s nickname used in motor sport circles.
4.2. Performance Enhancements
The Century GRMN features a number of performance enhancements that set it apart from the standard Century SUV. These include:
- Sport-Tuned Suspension: The suspension has been specially tuned to provide sharper handling and reduced body roll.
- Aerodynamic Enhancements: The vehicle features unique aerodynamic elements, such as a front splitter, side skirts, and a rear spoiler, that improve stability and downforce.
- Unique Interior Appointments: The interior features sporty accents, such as carbon fiber trim, aluminum pedals, and sport seats, that create a more engaging driving environment.
4.3. Limited Availability
The Century GRMN is produced in extremely limited numbers, making it one of the most exclusive and sought-after vehicles in the world. The high price tag and limited availability further enhance its exclusivity and appeal to discerning collectors and enthusiasts. The GRMN version will cost around $220,000 fully specced.
5. The Impact on Lexus: Will Century Overshadow Toyota’s Existing Luxury Brand?
The positioning of Century above Lexus raises questions about the potential impact on Toyota’s existing luxury brand. While Century is designed to cater to a more exclusive market segment, there is a risk that it could cannibalize sales from Lexus or dilute the brand’s image. According to automotive industry analysts, Toyota needs to carefully manage the positioning of both brands to ensure that they appeal to distinct customer groups.
5.1. Maintaining Brand Differentiation
To avoid cannibalization, Toyota needs to clearly differentiate Century from Lexus in terms of design, features, and target audience. Century should be positioned as a more exclusive and bespoke offering, while Lexus should continue to focus on providing a balance of luxury, performance, and value. The price points of the two brands should also reflect their distinct positioning, with Century commanding a significant premium over Lexus models.
5.2. Leveraging Synergies
Despite the need for differentiation, Toyota can also leverage synergies between Century and Lexus to enhance the overall appeal of both brands. For example, Toyota can share technology and engineering expertise between the two brands, while also cross-promoting their respective strengths. This collaborative approach can help to strengthen Toyota’s position in the luxury car market as a whole.
6. The Global Expansion: Where Will Century Be Available?
Toyota plans to offer the Century SUV in select markets around the world, including Europe, the Middle East, Asia, and the Americas. The decision to export the Century marks a significant departure from its traditional focus on the Japanese domestic market. According to Toyota executives, the company believes that there is a growing demand for ultra-luxury vehicles in global markets, and that the Century is well-positioned to meet this demand.
6.1. Right- and Left-Hand Drive Versions
To cater to different markets, Toyota will offer both right- and left-hand drive versions of the Century SUV. This flexibility will allow the company to sell the vehicle in a wider range of countries and regions. The availability of both right- and left-hand drive versions demonstrates Toyota’s commitment to serving the needs of global customers.
6.2. Market-Specific Adaptations
In addition to offering different drive configurations, Toyota may also make market-specific adaptations to the Century SUV to meet local regulations and customer preferences. These adaptations could include changes to the vehicle’s emissions systems, safety equipment, or infotainment features. By tailoring the Century to specific markets, Toyota can maximize its appeal and sales potential.
7. Century at Miller Toyota: What to Expect in Boise, Idaho
As Toyota expands the Century brand globally, residents of Boise, Idaho, may be wondering when they can expect to see the ultra-luxury SUV at Miller Toyota. While Toyota has not yet announced specific launch dates for each market, it is likely that the Century will eventually be available at select dealerships in the United States, including Miller Toyota.
7.1. Stay Informed
To stay informed about the availability of the Century at Miller Toyota, customers can visit the dealership’s website, millertoyota.net, or contact the sales team directly. Miller Toyota will provide updates on the Century’s arrival, as well as information on pricing, specifications, and customization options. Customers can also sign up for email newsletters or follow Miller Toyota on social media to receive the latest news and announcements.
7.2. The Miller Toyota Experience
When the Century arrives at Miller Toyota, customers can expect an exceptional buying and ownership experience. The dealership’s knowledgeable and experienced sales team will be on hand to guide customers through the selection process and help them configure their ideal Century. Miller Toyota also offers a range of financing and leasing options to make the Century more accessible to qualified buyers.
7.3. Expert Service and Maintenance
In addition to sales, Miller Toyota also provides expert service and maintenance for Century vehicles. The dealership’s certified technicians are trained to work on the Century’s advanced technology and complex systems. Miller Toyota uses genuine Toyota parts and accessories to ensure that Century vehicles are maintained to the highest standards.
8. The Price of Luxury: How Much Does a Century Cost?
The Century is positioned as an ultra-luxury vehicle, it commands a significant price premium over other Toyota models, including Lexus vehicles. The exact price of the Century will vary depending on the market, specifications, and customization options. However, buyers can expect to pay upwards of $170,000 for a standard Century SUV, while the bespoke GRMN version could cost around $220,000.
8.1. Value Proposition
While the Century’s price tag may seem high, Toyota argues that it offers a compelling value proposition for discerning buyers. The Century provides a level of luxury, exclusivity, and customization that is not available with mainstream luxury brands. It also offers a unique ownership experience that is tailored to the needs and preferences of ultra-luxury car buyers.
8.2. Financing and Leasing Options
To make the Century more accessible to qualified buyers, Miller Toyota offers a range of financing and leasing options. These options can help to lower the upfront cost of the vehicle and make it more affordable on a monthly basis. Miller Toyota’s finance team will work with customers to find the best financing or leasing solution for their individual needs and budget.
9. Exploring Alternatives: Who Are Century’s Competitors?
As an ultra-luxury SUV, the Century competes with a number of established players in the high-end automotive market. These competitors include:
- Rolls-Royce Cullinan: The Cullinan is the first SUV from Rolls-Royce, and it is known for its opulent interior, powerful engine, and iconic design.
- Bentley Bentayga: The Bentayga is Bentley’s entry into the SUV market, and it offers a blend of luxury, performance, and off-road capability.
- Range Rover SVAutobiography: The Range Rover SVAutobiography is the most luxurious version of the iconic Range Rover, and it features a handcrafted interior, advanced technology, and a powerful engine.
9.1. Unique Selling Points
While the Century competes with these established players, it also offers a number of unique selling points that set it apart. These include:
- Japanese Craftsmanship: The Century is built with meticulous attention to detail and features handcrafted elements that reflect traditional Japanese craftsmanship.
- Understated Elegance: The Century’s design is characterized by its understated elegance and sophisticated presence.
- Hybrid Powertrain: The Century is powered by a hybrid powertrain that delivers a smooth and refined driving experience while also ensuring excellent fuel efficiency.
- Customization Options: The Century offers a wide range of customization options, allowing buyers to create a truly bespoke vehicle that reflects their individual tastes and preferences.
9.2. The Miller Toyota Advantage
When considering the Century and its competitors, buyers in Boise, Idaho, have a distinct advantage: Miller Toyota. Miller Toyota offers a knowledgeable and experienced sales team, expert service and maintenance, and a commitment to customer satisfaction. Miller Toyota can help buyers navigate the complex world of ultra-luxury SUVs and find the perfect vehicle to meet their needs and preferences.
10. What Does the Future Hold for Century?
The introduction of the Century SUV marks a new chapter in the brand’s history, and it raises questions about the future direction of Toyota’s ultra-luxury offering. While the Century is currently limited to a single SUV model, there is potential for Toyota to expand the lineup with additional vehicles in the future. According to industry analysts, Toyota could consider introducing a Century sedan, coupe, or convertible to further broaden the brand’s appeal.
10.1. Electric Powertrains
As the automotive industry shifts towards electric vehicles, it is likely that Toyota will eventually offer an electric version of the Century. An electric Century would combine the brand’s signature luxury and refinement with the environmental benefits of electric power. Toyota has already announced plans to introduce a range of electric vehicles in the coming years, and it is likely that the Century will be among them.
10.2. Autonomous Driving Technology
Another area of potential development for the Century is autonomous driving technology. As autonomous driving systems become more advanced and reliable, Toyota could integrate them into the Century to provide a more relaxed and convenient driving experience. An autonomous Century would allow occupants to sit back and enjoy the ride while the vehicle handles the task of driving.
10.3. Continued Customization
One thing that is certain is that Toyota will continue to emphasize customization and personalization in the Century lineup. The ability to create a truly bespoke vehicle is a key selling point for the Century, and Toyota will likely continue to expand the range of customization options available to buyers. This could include new exterior colors, interior materials, trim options, and unique features and equipment.
Call to Action:
Ready to experience the pinnacle of Toyota luxury? Visit millertoyota.net today to explore the latest Century models, schedule a consultation, and discover exclusive offers. Your journey to automotive excellence starts here. Contact us at +1 (208) 376-8888 or visit our showroom at 208 N Maple Grove Rd, Boise, ID 83704, United States.
FAQ: Answering Your Questions About Toyota’s Premium Brand
1. What exactly is Toyota’s premium brand?
Toyota’s premium brand is Century, designed to offer ultra-luxury vehicles exceeding even the Lexus line in terms of exclusivity and bespoke options. This brand represents Toyota’s venture into the high-end luxury market, providing discerning customers with unparalleled customization.
2. How does Century differ from Lexus?
Century differs from Lexus through its enhanced exclusivity, meticulous craftsmanship, and extensive customization options, targeting high-net-worth individuals seeking prestige. Century vehicles are produced in limited numbers and offer handcrafted elements, setting them apart from Lexus’s balance of luxury and technology.
3. What makes the Century GRMN special?
The Century GRMN is special due to its sport-tuned suspension, aerodynamic enhancements, and unique interior appointments, inspired by Akio Toyoda’s passion for motorsports. This bespoke version offers enhanced performance and handling, making it the pinnacle of exclusivity within the Century lineup.
4. Where can I purchase a Century vehicle?
Century vehicles will be available in select markets globally, including Europe, the Middle East, Asia, and the Americas. Contact your local Toyota dealership, such as Miller Toyota in Boise, Idaho, for specific availability and launch dates in your region.
5. What is the price range for a Century?
The price range for a standard Century SUV starts at approximately $170,000, while the bespoke GRMN version can cost around $220,000, reflecting its ultra-luxury positioning. Prices may vary based on market, specifications, and customization options.
6. Will Century overshadow the Lexus brand?
Toyota aims to manage both brands carefully to ensure they appeal to distinct customer groups, avoiding cannibalization by clearly differentiating Century as more exclusive and bespoke. Synergies between Century and Lexus will also be leveraged to enhance Toyota’s overall position in the luxury car market.
7. What kind of customization options are available for the Century?
Century offers a wide range of customization options, including various exterior colors, interior materials, trim options, and unique features, allowing buyers to create a truly bespoke vehicle. This extensive personalization ensures each Century reflects the owner’s individual tastes and preferences.
8. Is there an electric version of the Century planned?
While not yet confirmed, Toyota may eventually offer an electric version of the Century as the automotive industry shifts towards electric vehicles, combining luxury with environmental benefits. This aligns with Toyota’s broader plans to introduce a range of electric vehicles in the coming years.
9. How does the Century compete with other ultra-luxury SUVs?
The Century competes with established players like the Rolls-Royce Cullinan and Bentley Bentayga, offering unique selling points such as Japanese craftsmanship, understated elegance, and a hybrid powertrain. Its blend of tradition and technology sets it apart in the ultra-luxury market.
10. How can Miller Toyota assist me with purchasing a Century?
Miller Toyota offers a knowledgeable sales team, expert service and maintenance, and a commitment to customer satisfaction to assist you with purchasing a Century. Visit millertoyota.net for updates, schedule a consultation, and explore financing options to make your Century ownership dreams a reality.
