Toyota’s luxury brand is Century, which will be positioned above Lexus as Toyota’s ultra-luxury offering. Visit millertoyota.net to explore the epitome of automotive opulence and discover how this premium marque redefines luxury on wheels, with exceptional offers and a wide selection of vehicles. Whether you are interested in Century models, customization options, or advanced features, we’ve got you covered.
1. Understanding Toyota’s Brand Hierarchy
Toyota’s brand strategy includes several tiers, each catering to different customer needs and preferences. Let’s examine where Century fits into this hierarchy.
What is Toyota’s Mainstream Brand Known For?
Toyota is renowned for its reliability, fuel efficiency, and value for money. Models like the Corolla, Camry, and RAV4 are popular choices for everyday drivers, known for their practicality and dependability, as evidenced by numerous awards and positive customer reviews.
Where Does Lexus Fit Within Toyota’s Brand Portfolio?
Lexus serves as Toyota’s luxury division, offering vehicles that combine performance, comfort, and advanced technology. According to customer satisfaction surveys in Boise, Idaho, in July 2025, Lexus has models like the ES, RX, and LS that provide a premium driving experience with superior craftsmanship and innovative features.
How Does Century Position Itself Above Lexus?
Century is set to become Toyota’s ultra-luxury brand, exceeding Lexus in terms of exclusivity, customization, and premium features. The Century SUV, including the GRMN prototype, aims to compete with ultra-luxury brands like Rolls Royce, providing an unparalleled level of sophistication and personalized options.
2. The Genesis of the Century Brand
The Century’s roots can be traced back to Toyota’s desire to create a flagship vehicle that embodies the pinnacle of Japanese luxury and craftsmanship.
When Was the Toyota Century First Introduced?
The Toyota Century was first introduced in 1967 to commemorate the 100th birthday of Sakichi Toyoda, the founder of Toyota Industries. This model was designed to offer unparalleled luxury and comfort, primarily for the Japanese market.
What Makes the Century Sedan a Symbol of Japanese Luxury?
The Century Sedan has become an icon of Japanese luxury due to its meticulous craftsmanship, understated elegance, and exclusive features. It has traditionally been the vehicle of choice for Japanese executives, dignitaries, and even the Imperial Family, symbolizing status and prestige.
Why Expand the Century Brand with an SUV?
Expanding the Century lineup with an SUV allows Toyota to reach a broader global audience while maintaining the brand’s core values of luxury and exclusivity. The Century SUV combines the opulence of the sedan with the versatility and modern appeal of an SUV, catering to evolving customer preferences.
3. Unveiling the Century SUV
The Century SUV represents a bold step forward for the brand, blending traditional craftsmanship with contemporary design and technology.
When Did the Toyota Century SUV Debut?
The Toyota Century SUV debuted in September of last year, marking a significant expansion of the Century lineup. This new model combines the luxury and craftsmanship of the Century sedan with the versatility of an SUV.
What are the Key Features of the Century SUV?
The Century SUV offers a range of luxurious features, including a spacious and customizable interior, advanced technology, and a powerful hybrid powertrain. Buyers can also opt for the GRMN version, which includes bespoke paintwork, aeroparts, and a specially tuned suspension for enhanced performance.
How Does the GRMN Version Enhance the Century SUV Experience?
The GRMN (Gazoo Racing Meister of Nurburgring) version of the Century SUV takes luxury and performance to the next level. It features unique design elements, enhanced handling, and exclusive customization options, catering to discerning drivers who seek the ultimate in automotive excellence.
Toyota Century GRMN
4. Akio Toyoda’s Influence on the Century GRMN
Akio Toyoda, the former president of Toyota, played a pivotal role in the development of the Century GRMN, infusing his passion for performance and customization into this exclusive model.
What is the “Morizo Garage” and Its Connection to the Century GRMN?
The “Morizo Garage” is Akio Toyoda’s personal project, where he explores his passion for motorsports and vehicle customization. The Century GRMN was conceived within this garage, reflecting Toyoda’s vision for an ultra-luxurious SUV with enhanced performance capabilities.
How Does Akio Toyoda’s Nickname “Morizo” Relate to a Potential Special Edition?
According to sources at Toyota, the company may offer Toyoda’s bespoke Century GRMN as a fully customized “complete car” called the “Morizo Edition.” This special edition would pay homage to Akio Toyoda’s motorsport persona and offer customers a unique and highly personalized vehicle.
What Unique Features Did Akio Toyoda Specify for His Century GRMN?
Akio Toyoda’s Century GRMN includes several unique features, such as rail-less powered rear slide doors that open wider than those of a large minivan, and a specially tuned suspension designed to minimize body roll even at high speeds. These enhancements reflect Toyoda’s focus on both luxury and performance.
5. Positioning Century Above Lexus: A Strategic Move
Toyota’s decision to position Century above Lexus is a strategic move aimed at capturing a new segment of ultra-luxury buyers and enhancing the company’s global brand image.
Why Not Call It “Lexus Century”?
The decision to brand the new SUV as “Century” rather than “Lexus Century” was a deliberate choice to establish Century as a distinct and superior brand. This positioning allows Toyota to target ultra-luxury buyers who seek exclusivity and prestige beyond what Lexus offers.
What are the Benefits of Having a Separate Ultra-Luxury Brand?
Having a separate ultra-luxury brand like Century allows Toyota to compete more effectively with established luxury automakers like Rolls Royce and Bentley. It also enhances Toyota’s overall brand image, showcasing its ability to produce vehicles that represent the pinnacle of luxury and craftsmanship.
How Will This Affect Lexus’s Brand Identity?
Positioning Century above Lexus is not expected to diminish Lexus’s brand identity. Instead, it reinforces Lexus’s position as a premium luxury brand while creating a clear distinction between the two marques. This strategy allows Toyota to cater to a broader range of luxury buyers, from those seeking performance and innovation to those desiring ultimate exclusivity.
6. Market Availability and Customization
The Century SUV is poised to enter global markets, offering customers a high degree of customization to create a vehicle that perfectly matches their individual preferences.
Which Markets Will the Century SUV Be Available In?
The Toyota executive confirmed that the new Century SUV would be offered in right- and left-hand-drive versions to Europe, the Middle East, Asia, and the Americas. This global availability reflects Toyota’s ambition to establish Century as a leading ultra-luxury brand worldwide.
What Customization Options Will Be Available for the Century SUV?
Buyers of the Century SUV will have a host of options and upgrades, allowing them to fully customize their vehicles. These options include bespoke paintwork, aeroparts, interior finishes, and technology features, ensuring that each Century SUV is a unique expression of its owner’s style and preferences.
What is the Expected Cost of the Standard and GRMN Versions?
The standard Century SUV is expected to cost around $170,000, while the bespoke GRMN version will hover around $220,000. These prices reflect the premium materials, craftsmanship, and exclusive features that define the Century brand.
Customizable Interior
7. Powertrain and Performance
While specific details about the Century SUV’s powertrain are limited, expectations are that it will deliver a blend of power and efficiency, befitting its status as an ultra-luxury vehicle.
What Powertrain is Expected in the Century GRMN?
It’s expected the Century GRMN will have the same 406-hp 3.5-liter V6 hybrid with all-wheel-drive. This powertrain combines robust performance with enhanced fuel efficiency, providing a smooth and refined driving experience.
How is the Century GRMN’s Suspension Tuned for High-Speed Stability?
The Century GRMN’s suspension has been specially tuned to remain flat and stable, with minimal body roll, even when changing lanes at 100 mph. This advanced suspension system ensures a comfortable and controlled ride, regardless of the driving conditions.
What Kind of Driving Experience Can Buyers Expect from the Century SUV?
Buyers can expect a driving experience that is both luxurious and engaging. The Century SUV offers a smooth and refined ride, responsive handling, and advanced technology features that enhance comfort and convenience. Whether navigating city streets or cruising on the highway, the Century SUV delivers an unparalleled level of sophistication and performance.
8. The Future of the Century Brand
As Century establishes itself as Toyota’s ultra-luxury brand, there are expectations for further expansion and innovation in the years to come.
Will Toyota Release More Century Models in the Future?
Toyota is likely to release more Century models in the future to solidify the brand’s position in the ultra-luxury market. These new models could include additional SUV variants, sedans, or even entirely new vehicle types, all designed to offer the ultimate in luxury and exclusivity.
What Innovations Can Be Expected from Future Century Vehicles?
Future Century vehicles are expected to incorporate cutting-edge technology, advanced materials, and innovative design elements. These innovations could include enhanced connectivity features, autonomous driving capabilities, and sustainable powertrains, reflecting Toyota’s commitment to pushing the boundaries of automotive excellence.
How Will Century Compete with Other Ultra-Luxury Brands?
Century will compete with other ultra-luxury brands by offering a unique blend of Japanese craftsmanship, understated elegance, and personalized service. By focusing on exclusivity, customization, and attention to detail, Century aims to appeal to discerning buyers who seek a truly exceptional ownership experience.
9. Discovering Luxury at Miller Toyota
To explore the world of Toyota luxury, millertoyota.net provides a gateway to exceptional vehicles and services.
Why Visit millertoyota.net for Your Luxury Vehicle Needs?
At millertoyota.net, customers can find detailed information about various Toyota models, including luxury options and customization possibilities. The website showcases the latest vehicles, offers comparisons, and provides access to expert advice from knowledgeable staff.
What Services Does Miller Toyota Offer for Luxury Vehicle Owners?
Miller Toyota offers a range of services tailored to luxury vehicle owners, including premium maintenance, genuine parts, and personalized customer support. The dealership’s experienced technicians and dedicated service team ensure that every vehicle receives the highest level of care and attention.
How Can Customers Schedule a Consultation or Test Drive?
Customers can easily schedule a consultation or test drive through millertoyota.net. The website features a user-friendly interface that allows customers to book appointments online or contact the dealership directly. This convenient scheduling process ensures a seamless and enjoyable experience for anyone interested in exploring Toyota’s luxury offerings.
Miller Toyota Exterior
10. Frequently Asked Questions About Toyota’s Luxury Brand
Here are some frequently asked questions to provide further insights into Toyota’s luxury brand strategy.
Is Century really positioned above Lexus?
Yes, the Century brand is being positioned above Lexus as Toyota’s ultra-luxury brand, offering even greater exclusivity and customization.
How much does a Century SUV cost?
The standard Century SUV is expected to cost around $170,000, while the GRMN version is priced around $220,000.
Where can I buy a Century SUV?
The Century SUV will be available in Europe, the Middle East, Asia, and the Americas. Contact millertoyota.net for specific availability in your region.
What makes the Century GRMN special?
The Century GRMN features bespoke paintwork, aeroparts, a specially tuned suspension, and unique design elements inspired by Akio Toyoda’s “Morizo Garage.”
Does the Century SUV have a hybrid powertrain?
The Century SUV is expected to feature a hybrid powertrain, combining performance with enhanced fuel efficiency.
Can I customize my Century SUV?
Yes, the Century SUV offers a wide range of customization options, allowing buyers to create a vehicle that perfectly matches their preferences.
What kind of warranty does the Century SUV come with?
Details on the warranty for the Century SUV can be found on millertoyota.net or by contacting Miller Toyota directly.
How does Century compare to Rolls Royce?
Century aims to compete with ultra-luxury brands like Rolls Royce by offering a unique blend of Japanese craftsmanship, understated elegance, and personalized service.
Will there be more Century models in the future?
Toyota is likely to release more Century models in the future to expand the brand’s presence in the ultra-luxury market.
How can I learn more about the Century brand?
Visit millertoyota.net for the latest information on the Century brand, including model details, customization options, and availability.
Ready to experience the pinnacle of Toyota luxury? Visit millertoyota.net today to explore the Century lineup, schedule a test drive, and discover the unparalleled sophistication of Toyota’s ultra-luxury brand. Contact us at Address: 208 N Maple Grove Rd, Boise, ID 83704, USA or Phone: +1 (208) 376-8888. Let our team at Miller Toyota help you find the perfect luxury vehicle to elevate your driving experience.
