For decades, Rolls-Royce and Bentley have defined the pinnacle of luxury motoring. Now, Toyota—the world’s largest automaker—is preparing to challenge them head-on. With the revival and global expansion of its Century brand, Toyota is signaling its intent to enter the rarefied world of ultra-luxury cars, a space traditionally dominated by European marques.
The Century Legacy
The Toyota Century has long been a symbol of prestige in Japan. First introduced in 1967 as a V12-powered saloon, the Century became the car of choice for government officials, business tycoons, and even the Japanese Imperial household. Unlike Lexus, which was created to compete with Mercedes-Benz and BMW, the Century was always positioned above, embodying understated elegance and exclusivity.
Now, Toyota is reviving this heritage for a global audience. The new Century lineup is designed not just for Japan, but to compete internationally against Rolls-Royce and Bentley.
Toyota’s Ambitious Strategy
Toyota’s plan involves a multi-pronged luxury push:
- Century sedan and SUV expansion: Moving beyond the traditional chauffeur-driven saloon, Toyota has unveiled a striking coupe-SUV concept under the Century badge.
- Halo performance models: Alongside Century, Toyota is developing the GR GT supercar and a new electric Lexus LFA successor, targeting Ferrari and Porsche.
- Craftsmanship focus: Century models emphasize hand-built quality, bespoke interiors, and Japanese design philosophy, setting them apart from European rivals.
This strategy mirrors Toyota’s earlier success with Lexus, which disrupted the premium market in the 1990s. But this time, the target is far higher—Rolls-Royce and Bentley territory.
Design and Features
The new Century concept blends traditional Japanese aesthetics with modern luxury cues:
- Minimalist yet bold exterior with a boxy silhouette, echoing Rolls-Royce’s stately presence.
- Handcrafted interiors featuring premium materials like washi paper-inspired textures, silk, and fine leather.
- Advanced technology including electrified powertrains, autonomous driving aids, and connected car systems.
- Customization options rivaling Rolls-Royce’s bespoke program, allowing buyers to tailor every detail.
Toyota’s approach is to combine heritage craftsmanship with cutting-edge innovation, offering a unique alternative to European luxury.
Market Positioning
Toyota’s Century brand will sit above Lexus, targeting ultra-wealthy buyers who value exclusivity.
Comparison of positioning:
| Brand | Core Identity | Target Segment | Key Differentiator |
|---|---|---|---|
| Toyota Century | Japanese craftsmanship + modern tech | Ultra-luxury buyers | Cultural heritage, bespoke interiors |
| Rolls-Royce | British aristocratic luxury | Global elite | Bespoke artistry, heritage prestige |
| Bentley | Performance + luxury | Affluent enthusiasts | Speed + craftsmanship |
By positioning Century as a Japanese Rolls-Royce, Toyota hopes to carve out a niche in a market where cultural authenticity and exclusivity matter as much as performance.
Challenges Ahead
While Toyota’s ambition is clear, entering the ultra-luxury space is not without risks:
- Brand perception: Toyota is globally known for reliability and affordability, not ultra-luxury. Convincing buyers to pay Rolls-Royce prices will be a challenge.
- Competition: Rolls-Royce and Bentley have decades of heritage and loyal clientele.
- Exclusivity factor: Toyota must ensure Century remains rare and prestigious, avoiding dilution of its image.
However, Toyota’s track record with Lexus shows it can succeed in redefining perceptions. Lexus went from an unknown brand to a global premium powerhouse in less than two decades.
The Bigger Picture
Toyota’s move reflects a broader trend in the automotive industry: luxury diversification. As electrification and digitalization reshape cars, luxury brands are redefining themselves. Toyota sees an opportunity to offer something different—Japanese luxury rooted in tradition but future-ready.
If successful, the Century could become a global symbol of Japanese prestige, much like Rolls-Royce represents British aristocracy.
Final Thoughts
Toyota’s decision to target Rolls-Royce with its Century brand is bold, ambitious, and potentially transformative. By blending heritage craftsmanship, modern technology, and cultural authenticity, Toyota aims to redefine what ultra-luxury means in the 21st century.
The road ahead will be challenging, but if Toyota can replicate its Lexus success story at the ultra-luxury level, the Century could become the world’s next great luxury marque.