What are the car companies that come to mind when someone says ultra luxury? We’re talking marques that sit even higher than the usual Germans such as Audi, BMW, and Mercedes-Benz.
It’s likely that the most common answers you’ll hear are Bentley and/or Rolls-Royce. To some extent, we could include Mercedes-Maybach to the list, but these companies are all European.
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But according to a report from Forbes, there might be a new challenger that hails from Japan. The magazine recently published a story saying that Toyota is set to launch a brand that slots above its own luxury brand, Lexus. That brand will be called Century.
Enthusiasts are familiar with the words Toyota and Century. Put together, it’s Japan’s take on ultra luxury sedans. But recently, the Century nameplate has expanded to one additional model in the form of an SUV that can rival the likes of the Rolls-Royce Cullinan, Bentley Bentayga, and Mercedes-Maybach GLS.
Forbes cites a Toyota executive who wishes to remain anonymous regarding the Century brand. The source said ‘the Century will actually be positioned above the Lexus brand as an extra luxurious brand’. The executive also mentioned that models made under the Century marque will be offered in left-hand drive markets as well.
The anonymous executive didn’t go deeper into detail, but it is suggested that Toyota is serious about this endeavor. There is no official confirmation for now, but there is a possibility that the current generation Century sedan and Century SUV could drop the Toyota badges altogether.
It sounds like a massive task for Toyota, a brand best known for building some of the most dependable daily drivers around. But let’s not forget that the company has the ability to upset the European establishment.
Just a little over 30 years ago, Toyota established Lexus to challenge the Germans with just two cars, the ES250 and LS400. Prior to that, company engineers took nearly a decade to roll out the first production models. These days, Lexus is one of the most respected automakers out there.
But challenging Bentley, Rolls-Royce, and Mercedes-Maybach will be an even bigger challenge to overcome. Those brands have the advantage of long and rich heritages, something that Century will have none of if established. But given that the company made a luxury brand from scratch and make it hugely successful, Toyota appears well equipped for the ambitious plan.
It will be a massive gamble for the world’s biggest automaker. Should it fail, it will almost certainly leave a burning hole in Toyota's pocket. On the flipside, if it succeeds, it has all the potential to be Japan's biggest win the the luxury class yet.
