Toyota enters the premium SUV market with its Century SUV, targeting wealthy customers with luxury features and global availability.

Toyota Motor Corp has introduced its latest entrant into the premium automobile market: the Century SUV. This new vehicle aims to cater to the demands of affluent customers, combining the features that have made the Century a popular choice for chauffeur-driven rides in Japan with attributes designed for personal driving pleasure. Available exclusively as a plug-in hybrid, this luxury SUV starts at a price point of $170,000, setting it apart as Toyota’s most expensive domestically-produced car, a substantial $142,000 more than the popular Camry model. While the Century model was previously limited to Japan, the 2024 SUV variant will be launched globally, while the Century sedan will continue to be available exclusively in Japan.

Key Features of the Toyota Century: The 2023 Toyota Century boasts an array of luxurious features, including reclining rear seats with massage functions and window curtains for added privacy. Toyota has incorporated noise-reducing laminated glass to ensure a serene and quiet ride for passengers. The SUV-inspired design presents a larger and more imposing presence on the road. Toyota’s plans for the Century include a version with sliding rear doors, a feature commonly associated with minivans. Furthermore, customers will have the option to customize the vehicle with choices such as two-tone paint schemes, tailoring it to their preferences.

A History of the Toyota Century: The Toyota Century has a rich heritage, dating back to its introduction in 1967. Initially, this luxury car model was exclusively available for purchase in Japan. During that period, affluent Japanese car owners had limited options for luxury vehicles and often resorted to purchasing Western luxury brands. The Century’s debut in 1967 marked a celebration of the 100th anniversary of Sakichi Toyoda’s birth, the founder of the Toyota group.

Simon Humphries, Toyota’s Chief Branding Officer, commented on the car’s history, noting that when the first Century was developed in the 1960s, Japan was still an emerging economy.

The Toyota Century sedan has consistently been a preferred choice among Japan’s elite, including members of the royal family, top politicians, and corporate executives.

An Alternative to Luxury SUVs: Auto industry experts suggest that the 2024 Century SUV could emerge as a compelling alternative to established luxury SUVs like the Bentley Bentayga and Rolls-Royce Cullinan. Toyota’s extensive history and reputation for quality and craftsmanship position the Century SUV as a formidable contender in the premium SUV segment, catering to a global clientele seeking both opulence and a driver-focused experience.

As Toyota continues to expand its offerings and ventures into the luxury SUV market, the Century SUV represents a significant step in the brand’s evolution and global presence.