Toyota launches new brand set to rival Range Rover and Bentley – The Sun
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A famous saloon is becoming a whole entity of its own
TOYOTA is launching a new, ultra‑luxury brand that’s set to rival the likes of Range Rover and Bentley.
The Japanese giant stunned at the Tokyo motor show by unveiling a plush GT coupe concept with sliding doors and a three‑seat layout – under the Century marque
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Century is, of course, a name hotly associated with Toyota, as for years the Century model was a high-class, Japanese-market flagship saloon that was traditionally used by government leaders and corporate executives.
But now the Century is a whole entity of its own, distancing itself from both Toyota and Lexus as the group’s pinnacle brand, focused on ultra‑luxury, low‑volume, highly personalised motors showcasing Japanese craftsmanship.
Carrying no Toyota badges – only Century branding – the Century is likely to be pitched against the likes of Rolls‑Royce, Bentley and, in SUV terms, Range Rover.
Indeed, the concept is similar in scope to the Bentley Continental GT – although it’s slightly beefier, with sliding doors – rare on a coupe – and an opulent three‑seat cabin that blends analogue and digital elements.
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Toyota mentions the use of a single front seat which could likely mean a novel, 1+2 layout.
The use of Century as their luxury brand could be somewhat freeing for Lexus, which could explain some of the more experimental concepts seen by them at the show.
One stopping point for the Century could be in its overseas sales, with no word yet on whether the brand would be sold outside of Japan.
Other bits, including technical details, its powertrain, production timing or, naturally, pricing have yet to be provided.
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Toyota have certainly been busy, having also revealed a near-production Toyota Corolla Concept which gives fans some idea what the next-gen model – expected around 2027 – could look like.
The famous model, which is the all-time best-selling car with over 50 million units sold worldwide since its introduction in the 1960s, is currently on its 12th generation.
But for the next gen, admirers can expect a more radical than usual look, possibly including a much lower, extended windscreen – similar to the Prius – with deeper front windows for better aero and a more airy cabin.
The rear could be beefier as well, with added tapering and an almost fastback kind of look – featuring a small floating rear window that’s typical of concept cars and ducktail spoiler.
The next model will likely keep the lower windscreen, cleaner surfacing, tapered rear and 3D LED lighting.
Lexus has also got the Range Rover in its sights with the unveiling of a luxurious, sporty SUV with a sleek and stylish design.
The Japanese brand, an upmarket subsidiary of Toyota, plans to launch a new flagship model to replace the traditional LS saloon at the top of its range.
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