At the recent Tokyo Auto Salon, amidst the gleaming displays of automotive innovation, a revelation emerged that could redefine Toyota’s global luxury strategy. Standing before the imposing Toyota Century GRMN concept, a bespoke SUV tailored for Toyota’s former president Akio Toyoda’s ‘Morizo Garage,’ a Toyota executive disclosed intriguing plans for the Century brand. This exclusive vehicle, rumored to carry a price tag of approximately $220,000 with customizations, became the backdrop for an announcement hinting at a significant shift in Toyota’s luxury hierarchy.
According to the executive, who preferred to remain anonymous, Century is being strategically positioned to surpass Lexus, establishing itself as Toyota’s flagship Toyota Luxury Brand. This repositioning is aimed at attracting discerning customers in international markets, leveraging the Century’s heritage and newly introduced SUV model. The Century SUV, unveiled in September of the previous year, is already making waves, and the GRMN prototype amplifies its exclusivity and bespoke nature.
While currently marketed as the “Toyota Century SUV,” insiders suggest this nomenclature is a transitional phase. The long-term vision is for “Century” to stand alone as a marque, with the SUV simply known as ‘Century’ and the distinguished sedan, with its lineage stretching back to 1967, becoming the ‘Century Sedan.’ This subtle yet significant branding strategy underscores Toyota’s ambition to elevate Century beyond its Toyota parentage, much like other luxury brands operate independently from their mainstream counterparts.
The impetus for this strategic shift reportedly arose when the idea of naming the SUV ‘Lexus Century’ was proposed. The suggestion, intended to capitalize on Lexus’s established international luxury status and to draw parallels with ultra-luxury SUVs like the Rolls Royce Cullinan, was met with the executive’s revealing counterpoint. “The Century will actually be positioned above the Lexus brand as an extra luxurious brand,” the executive stated, clarifying Toyota’s intent to carve out an even more exclusive niche for Century.
The global rollout of the Century brand is anticipated to be meticulously planned. The Century SUV is confirmed to be produced in both right-hand and left-hand drive configurations, targeting markets across Europe, the Middle East, Asia, and the Americas. Toyota emphasizes extensive customization options for the Century SUV, allowing buyers to tailor their vehicles to their precise preferences. Customers can select from the standard Century, priced around $170,000, or opt for the more exclusive, Akio Toyoda-inspired GRMN version, which commands approximately $220,000.
The Century GRMN distinguishes itself with unique features such as bespoke paint finishes and aerodynamic enhancements. A notable design element is its rail-less powered rear slide door, engineered for a wider opening than typical minivans like the Alphard, enhancing accessibility and convenience. The suspension is specially calibrated for exceptional stability and minimal body roll, even at high speeds, promising a supremely smooth ride. While powertrain specifics for the GRMN were not detailed, it’s expected to share the standard model’s robust 406-horsepower 3.5-liter V6 hybrid engine with all-wheel drive, balancing performance with efficiency.
There’s also speculation that Toyota is considering offering Akio Toyoda’s bespoke Century GRMN as a standalone, fully customized model named the ‘Morizo Edition,’ after Toyoda’s motorsport pseudonym. This exclusive edition would represent the pinnacle of the toyota luxury brand, available at the premium $220,000 price point.
The measured approach to officially announcing Century’s elevated status may stem from the current model lineup. With only the Century SUV at present, and a substantial entry price point of $170,000, Toyota might be waiting to expand the Century portfolio before a full-scale brand positioning announcement. The unveiling of another Century model could serve as the opportune moment to formally declare Century’s position as Toyota’s ultimate expression of luxury, surpassing even the esteemed Lexus brand. This strategic patience suggests a long-term vision for the toyota luxury brand and its place in the global luxury automotive landscape.
