Toyota already has Lexus for people who want something fancier than a RAV4 or a Camry, but apparently even that isn't luxurious enough. The Japanese giant is now looking to take its Century brand global, positioning it above Lexus as the pinnacle of its sprawling lineup. And yes, we're talking about the same Century traditionally associated with Japan's political and business elite.
For decades, the Century was essentially Japan's answer to a chauffeur-driven limousine. Introduced in 1967, it was built in small numbers and sold mainly in its home market. Toyota began expanding the nameplate in 2023 when it introduced an SUV, and the company subsequently turned Century into a standalone brand sitting above Lexus. Now, Toyota is showing signs that it wants to take the ultra-luxury marque beyond Japan.
