Toyota has ignited a wave of speculation in the automotive world after launching a teaser campaign for a mystery new project, with a full debut scheduled for October 13, 2024, just before the Japan Mobility Show. The teaser has left enthusiasts and analysts buzzing with rumors that Toyota’s Century sub-brand—long considered the pinnacle of Japanese automotive luxury—could be preparing for a major expansion.
The dedicated teaser site gives the Century crest equal visibility alongside Toyota, Lexus, Gazoo Racing, and Daihatsu, a decision that was no accident. According to Toyota’s President, Akio Toyoda, this reflects his belief that “the Century belongs right in the center.”
A Century Evolution : From Sedan to Luxury Empire?
The Century nameplate has always carried an aura of exclusivity. First introduced in 1967, the flagship sedan has only seen two major generational updates in its long history (1997 and 2017). Traditionally reserved for Japan’s elite and government officials, the sedan represented Toyota’s most refined craftsmanship.
However, the launch of the Century SUV in 2023 marked a turning point. Often compared to the Rolls-Royce Cullinan, the SUV blended stately design with cutting-edge luxury, even spawning a GRMN performance variant. This expansion has prompted many to wonder: is Toyota preparing to position Century as a standalone luxury brand, much like it did with Lexus in the 1980s?
Rumors : A Coupe, a Minivan, and More
Speculation is running wild on Japanese social media. Daily teaser updates strongly suggest the possibility of new Century models, including:
- A low-slung luxury coupe, potentially rivaling the likes of the Mercedes-Benz S-Class Coupe or even Bentley Continental GT.
- An ultra-luxurious minivan, which would sit above the already premium Lexus LM, aiming to deliver Rolls-Royce-level indulgence for families and VIPs.
Such a move would not only broaden the brand’s appeal but also cement Century’s reputation as a symbol of Japanese opulence on the global stage.
Why Now?
Toyota has already confirmed plans to expand Century sales beyond Japan, tapping into markets where demand for ultra-luxury vehicles is booming—such as China, the Middle East, and North America. The rumored coupe and minivan could be perfect halo products to strengthen that international push.
Moreover, Toyota’s history of creating bespoke commissions—including the one-off Century SUV Convertible built for parades—shows that the automaker is not afraid to explore new shapes and segments.
Still, some question whether a Century minivan is necessary, especially since the Century SUV already offers sliding doors and a lavish four-seater cabin. Yet, given Toyota’s ambition and growing appetite for luxury diversification, the idea cannot be dismissed.
Verdict : Countdown to October 13
With the official reveal less than a month away, all eyes are on Toyota and the Century brand. Whether the rumors of a coupe and minivan prove true or not, one thing is certain: Toyota is signaling that Century is ready to step out of the shadows and perhaps become a standalone global luxury brand.
The big question is: will Century evolve into the Japanese answer to Rolls-Royce, or will it remain a niche flagship within Toyota’s broader empire? October 13 will provide the answers.
