Move OVER Lexus - Toyota's NEW Ultra-Luxury "CENTURY" brand is coming!

#Lexus #Toyota #Toyotacentury #gazooracing
The most-prestigious Lexus can't touch the grandeur of the Toyota Century. Now in #SUV form, the Century is branching off to be it's own #ultraluxury brand to fight #rollsroyce and #bentley
Can Toyota pull off this feat?!
Sources:
www.forbes.com/sites/peterlyo...
www.motor1.com/news/704728/to...
www.motor1.com/news/698588/to...

[@faheemabbas3965]

I have a feeling the JDM import scene making the Century sedan popular is why they’re doing this. Otherwise I don’t even think Toyota would even consider doing this…

[@mrgurulittle7000]

Definitely. It’s only the people who know what a Century is that would buy them.

[@mrgurulittle7000]

Toyota bringing reliability and perfection to the ultra luxury segment.👍

[@roberthoyt7921]

Will the Century Sedan and Century SUV get new names since Toyota is spinning off the Century name as a Bentley and Mercedes-Maybach fighter?

[@mrgurulittle7000]

@@roberthoyt7921 I’m not sure. I was also wondering about that too. Maybe it’s just the “sedan” and “SUV”.🤷‍♂️

[@twanjr]

Could you imagine a Lexus and Century dealership. Just like a Rolls and Bentley dealership luxury and ultra brands under one roof

[@mervinprone]

Could you imagine the Century customers looking down their noses at the Lexus customers? Oh how the tables have turned.

[@mrgurulittle7000]

@@mervinprone😂😂😂

[@andersonrodriguez8258]

@@mervinpronea lot of Karens going b mad

[@ahmedshahab4105]

We want both sedan and SUV.

[@santanat.7206]

Century brand will be for those folks that are somewhat rich but not rich enough to buy super expensive exotic European car. It will also be for those rich people who want an actual good and reliable car.

[@5amH45lam]

I think it's some marketing genius to position Century as an ultra luxury brand above Lexus, then have a global roll-out. This would be a brilliant move for Toyota to make, no doubt.

[@mitch20003]

I can see the uber rich buying it. this car certainly looks like an elegant, high class car.

[@Yueymosthated]

They better include the century logo if they do sell these in the states

[@rootbeer13]

I love my 97 Century. It's such a well built quiet car.

[@faheemabbas3965]

I’m convinced the JDM import scene making the Toyota Century popular is what made Toyota make this decision of bringing the Century brand to the US.

[@rootbeer13]

@@faheemabbas3965 and I'm totally here for it. I'd love to see these rolling around US streets even if I can't justify buying one.

[@faheemabbas3965]

I don’t think America can handle the conservativeness of the Toyota Century. Very brave of Toyota making the Americas (if it includes the US) one of the Century’s initial market launches imo. Maybe they can expand to markets like the UK or Middle East/Asia first before going to America?

[@TheV8Pumpkin]

Beat me to it!

[@faheemabbas3965]

@@TheV8PumpkinI genuinely think Toyota wants to kill Lexus now (at least somewhat). I mean, they’re already bringing “premium” non-Lexus Toyotas like the Crown Signia. Now they want to make a Maybach competitor.

[@TheV8Pumpkin]

@@faheemabbas3965 yeah sadly Lexus “peaked” imo in 2017, they just get blown away by the germans, however. I will say they made kind of a comeback in 2023, but we all know Toyota is known to plan ahead far into thw future

[@faheemabbas3965]

@@TheV8PumpkinI feel like the Century brand (especially with their SUVs) could do pretty well in countries where the flagship land cruiser is popular, since the prices of those SUVs get into something like Lexus GX territory depending on trim level. Maybe Middle East and mainland Asia?

[@wallbangerzsports]

You have no idea what America can handle, Boss. Simmer on down

[@tbbbo]

2:00 I looked this up recently because I saw a Century parked at my university (which was sick to see), they only made roughly 200 left hand drive V12 centuries to be exported to left hand drive markets, the rest of the ~9000 were for right hand drive east asian markets. I'd assume its similar for the other generations too because the left hand drive ones were originally for toyota execs who lived/worked in left hand drive markets. Woulda been cool if the one I saw at my school was left hand drive but it was rhd

[@wallbangerzsports]

POWER SLIDING DOORS BABY

[@audiquagaming]

TOYOTA!

[@lightshunshine3861]

If Toyota really wants to make a sub-brand that is higher than Lexus, namely with a bigger engine to compete with Bently or RR, then at least they have to use the engine developed for WEC 2025, namely the GR GT3 with 4.0L V8 TT because that might be the only one The modern Toyota engine is still a V8 and continues to be developed, but must be changed to a smoother and quieter engine by lowering the limiter and then combining it with new Plug-in Hybrid technology, at least the full combined power output reaches 600-700hp

[@dd4886]

Smart move. They know the current lexus crowd would eventually look elsewhere after they announced their plans to make Lexus an exclusively electric brand. Now they can keep them in house and charge them even more...

[@chewie94116]

IF I could afford it, I will definitely get one! Looks very cool and probably much better price point than Bentley or Rolls Royce! Mostly likely less expensive to maintain

[@5amH45lam]

Can't wait to see a Rolls Royce Phantom Coupe-esque Century coupe. 😍

[@akhrormuminov7180]

Crazy looking car. Amazing color! I would buy this over rolls

[@JogBird]

the market for $100k suvs and trucks seems to be unlimited in america

[@faheemabbas3965]

I heard somewhere that America has the biggest number of millionaires of any country on earth. ~18 million millionaires in America alone iirc.

[@Slane583]

I wouldn't mind cruising about in an Extreme Luxury Toyota that no one else in my area has. Sadly like anything super fancy I can't afford it, but one can dream. :) As far as finish details go, I trained in Autobody Repair back in my last years of high school. When it came to proper surface prep we spend 85% or more of our time sanding and caressing the surface of each panel we were working on to find the imperfections before we could even think about applying our primer coat. It sounds weird when put that way, but rubbing down the work surface with your bare hand could find imperfections in the finish that you couldn't find with your eyes alone. That's why getting a show-car quality paint job is very expensive versus getting just a decent paint job done for insurance purposes. Repairing paint for a car that's a daily driver needs to look decent but it also needs to be done quickly. A show-car with a glass-like finish takes many, many hours of prep to get its' piano like appearance.

[@wayneh1562]

however you want to spin it Lexus and Century = Toyota nice to see more choices.

[@Nhxn_]

i mean there's no doubt about it, even then Toyota is one of the best carmakers on earth.

[@christianalvarez7799]

We need Century to come to Australia

[@lightshunshine3861]

For the Australian market, it's actually still more reasonable, especially Century itself is exclusive to RHD, while Australia and NZ are RHD

[@ernestkj]

Actually from HK/Macao to Thailand, Malaysia, Singapore and Indonesia are all RHD!

[@roberthoyt7921]

Could the Crown nameplate be spun off as a standalone brand as well?

[@alipaguia6498]

This isn't surprising. The Century SUV was shown at the Guangzhou Auto Show towards the end of 2023 and was confirmed to go on sale there.

[@lightshunshine3861]

Yes, that's right, so as far as I remember, the Toyota Century SUV was only sold "officially" in Japan and China.

[@ahmedshahab4105]

I'd buy in heartbeat if I had money.

[@mcrndonnager9736]

great video

[@JokerHigh]

Hope America will understand the Century

[@faheemabbas3965]

This. I’m worried America won’t understand it’s conservativeness enough that the Century brand will sell well in the US.

[@thisisme999]

I wonder which dealership will carry this? I can’t imagine Toyota dealerships offering and servicing this. It’s like the Rolls Royce of Japan.

[@barron204]

Would expect a two+ years wait list for these.

[@wallbangerzsports]

Ok thanks bud

[@lightshunshine3861]

it's still better, in the Asian market to order a Toyota Land Cruiser 300, the waiting list can be more than 4 years in fact.

[@Hallowsaw]

Gosh i would love a two tone paint on my legacy.

[@wallbangerzsports]

Two tone is so underrated. It needs to make a major comeback

[@thiaguinhooitodois2211]

I would sell one of my kidneys for one lol

[@stephenwierzbicki4463]

Kirk , So do You think You will be able to Factory Order this vehicle?

[@nomsi4263]

Is this coming to the UK?

[@charlier8573]

If toyota offered two sliding rear doors as a option on my grand hylander, I would have picked it to look a little bit century-ish 😅

[@blackcow8114]

wanna see something like a convertible century, would be gorgeous

[@MyLIFEISLEGENDARY836]

Agreed

[@jeromep3182]

I want the century car 😊😊😊

[@theofficialpeterkim]

In America, would they put this as a Lexus brand? Maybe rename it Lexus Century SUV. They should put the 5.0 V8 at least.

[@LeoTheShortGuy]

Awesome

[@jeromep3182]

I mean there what would be missing is a century ultra luxury coupe and convertible that’s what’s missing. I mean what convertibles does Toyota have rolls Royce had the dawn and the phantom coupe, Mercedes had their maybach coupe so there needs to be a century coupe and convertible and then it’s complete.

[@SuperSaqer]

Loved the Dragon Ball reference 😂😂

[@SumoPoweredAlanLi]

Using BYD analogy, in terms of the positioning of brands, Toyota equals to BYD, as mainstream brands, Lexus equals to Denza, as premium brands, and Century will be equal to Yangwang as ultra luxury brands. Dude, Lexus is the best selling premium brand in Japan for 2023. They sold close to 100k vehicles, while Mercedes, the traditional best seller of premium brands in Japan, was not even close when it comes to the sales of vehicles. Merc only sold 4K-4.5k per month in Japan last year.

[@jsfbay1]

Bring it on! I likely couldn't afford it (or, it wouldn't make financial sense) but I don't care 🙂 So where would this be sold? Toyota, Lexus, or a whole new brand? It would have been super cool if they had put the 5.0 liter V8 in it (with a turbo or two) but I get that's not the future.

[@Seriously140]

I would say Century would be sold at Lexus dealerships.

[@ro0ster648]

I'm guessing Lexus dealerships, kind of like what Mercedes do with Maybachs

[@jsfbay1]

Lexus dealerships would make the most sense.

[@ragebait988]

They might sell 10 or 20 in the us.

[@philipjohn1338]

It's got that Camry overhang, wouldn't surprise me if the engine is transversely mounted.

[@CACressida]

It is built on a FWD platform.

[@roberthoyt7921]

Why has Toyota neglected the TNGA-L platform?

[@MK-fg9qe]

Reminds me of the updated 1995 Chevrolet Suburban SUV.

[@wallbangerzsports]

America was a proper country in 1995

[@ryanb8736]

That was an awful vehicle.

[@freshjuice9801]

Please, Century, come to Europe.

[@mervinprone]

Toyota’s launching a new luxury brand in America? They’re gonna trot out that pyramid of champagne glasses!

[@dineshan]

I would buy one in a heartbeat!!!!

[@franzvanjulio5523]

I’d love having the Century here. I imagine I likely can’t afford it cest la vi.

[@roberthoyt7921]

Will Toyota consider Century-badged versions of the new Land Cruiser 250 as well as the Land Cruiser 300 that America now gets only as the Lexus LX600?

[@MatthewChang-rq1bu]

I hope it will have more horsepower

[@Blank00]

Why did they even start with the Lexus brand in the first place? Why didn’t they decide to make their luxury brand “Century” or “Crown” in 1989?

[@embrace-cat-and-dawg]

because lexus was suppose to be a american focused luxury brand.

[@MyLIFEISLEGENDARY836]

@blank00. Lexus is a luxury brand that rivals mercedes bmw audi genesis and so on. While this century brand is a ultra luxury brand that is rivaling rolls royce bentley mercedes maybach . Your COMMENT is silly .its like asking mercedes benz why they exist when maybach is there.

[@Blank00]

@@MyLIFEISLEGENDARY836 but what about Crown?

[@MyLIFEISLEGENDARY836]

​​@@Blank00 let me make this easy for you my friend .This is what the brand line up looks like Ultra luxury segment = century luxury segment =lexus near luxury and mainstream =crown.

[@MyLIFEISLEGENDARY836]

​@@Blank00 toyota is doing just like vw who has audi porsche bentley and so on. I hope you now understand

[@Pinkorchid72]

Love this! I am a high earning professional, and have been very frugal over the years with a very sizeable nest egg….still driving my Toyota mom bomb minivan. I’m in a position now to make my first luxury car purchase since the kids are grown and are out of booster seats. Was thinking of MB GLS SUV, but the maintenance costs and horror stories have been discouraging me. I want luxury with low maintenance and reliability. My friends who have had Lexus and exclusively have their cars serviced by Lexus, love the low cost of ownership. The ones who’ve cared for their cars well, are still driving their older classic LS, EX, or GXs and they look great! I would do the same with this vehicle! Can’t wait!

[@evanleo7633]

Hybrid/range extender is the best way for luxury cars, it doesn’t matter how many cylinders you have how many gears you have pure gas car just can’t compete in smoothness with electric drivetrain

[@rightlanehog3151]

Kirk, Now you have no excuse not to do a Toyota Century vs Buick Century comparison. 😉🤣😂 Let's not forget 3:08 the Grand Highlander is also built on the elite Century CUV platform.🤩 Speaking of GRMN models, is there any news on a Toyota ProBox GRMN? 🤔

[@byhsu6140]

There is no comparison, 😂.

[@hongsitu3429]

Uhhhh where will Lexus stand with the Crown models right below it?

[@aurorajones8481]

8:44 So Is Lexus going to drop the LS and slot it on the Century side leaving Lexus with just the IS and ES for sedans. Personally id like to see a revised LS stay with Lex and an all new Century sedan to go head to head w/ the Ghost and the like.

[@MyLIFEISLEGENDARY836]

My friend obviously the ls will remain at lexus after all century already has a sedan

[@traknologist]

I NEED the convertible!!!!!

[@norwegiantechnolover]

12:21 Bro ran out of time... 😪

[@craigo2142]

Would rather Lexus import the LBX.

[@robissonwillard7266]

Nice🇸🇦

[@AUTOMOBILZ]

Might not sell as well as Rolls or Bentley, because those are established nameplates around the world ………plus the status they carry. The crown on the other hand will be coming with incomparable reliability, and that’s always been the Japanese strong suit amongst their quality in general ……..so the Crown might possibly carve out a nice little chunk of the segment.

[@lightshunshine3861]

but as far as I remember, the Toyota Century was not really offered to just anyone, because the Toyota Century was only sold by Toyota to those who had high status (whether they were descendants of kings, or CEOs of large companies) and who had good financial circulation (management) or were sold to people who are already wealthy customers who have been loyal to Toyota products for decades. So even if you have a lot of money, Toyota doesn't necessarily sell it to you, so it's not you who chooses but they choose who can buy the car "officially"

[@AUTOMOBILZ]

@@lightshunshine3861 if their going to now sell the Crown around the world, I don’t think they would continue with that business model.

[@lightshunshine3861]

@@AUTOMOBILZ As far as I remember, the original Crown models were only sedans and wagons, but both types had to be RWD and exclusively with Right hand drive, that's why the original Crown was only JDM spec, so you could say that Europe and America won't get the Crown sedan with RWD. Maybe a crown with a crossover model, a Crown Signia (possibly including a Crown Sport, but it seems unlikely) which can be sold in Europe and America (I mean outside the Asian market). It should be acknowledged that in fact most Lexus cars were originally just rebadged and upgraded from the Crown model or Toyota's premium line up which was only sold in Japan or RHD only (JDM specs) and then imported to America (LHD country) except for the LS and LC models (which You could say there is no Toyota version for the current model, even though in the past the LS series was the luxury version of the Toyota Celesior because Lexus was introduced in Japan in 2005, while in America the LS Series was introduced in the 1989s)

[@lightshunshine3861]

So actually in Toyota Group there are several tiers, namely the lowest is Daihatsu, then number 2 is Toyota in general, number 3 is the Crown lineup, 4th is Lexus and the highest lineup is Century.

[@yelapa999]

I like that they didn't name it after a flower.

[@wallbangerzsports]

Actually they did? Hah

[@aurorajones8481]

9:47 Its not a performance brand... yet they had a GRMN version on the floor for review. Thats like having a RR w/ an M badge on it floating around. Thats not something i was ever expecting and honestly I'm not sure it goes w/ the brand. Just like RR having a performance model...mmmm no. Im not a fan

[@MrStevenAttila]

I love this car, I am sure everything is of top quality, but there is one thing I don't like. This is the powertrain. If it has only around 400 hp, and it costs like a Bentley, this is wrong I guess! They should make a top of the line version with 500 hp! They can make it!

[@mitch20003]

dude people that buy bentlys dong go drag racing lol its an elegant, high class vehicle,

[@MrStevenAttila]

@@mitch20003that doesn't mean it is pointless to have around 500 hp!

[@mitch20003]

@@MrStevenAttila true

[@sonderson8389]

Suv convertible count me in😭

[@joeschlepp]

I think this is what the head of the Yamaguchi-gumi Yakuza guy gets chauffeured around in, upgraded with armoured of course. maybe Toyota can get him to market the vehicle.🤣

[@ahmedshahab4105]

Yakuza is slowly dying or becoming more legitimate. Just the mafias in USA. They became more discreet.

[@mitch20003]

Theyre still around, I asked my cousin in japan, but yeah, theyre more legitimate, but they still do shady stuff, @@ahmedshahab4105

[@BrinxTrades]

You just got a subscriber off the dbz reference alone

[@gordonnguyen7160]

Why don’t they use Lexus interior parts so it would make it as a higher position of the Lexus like Mercedes - Maybach

[@wallbangerzsports]

It probably never crossed their minds. Thank god you mentioned it. I'll tell them your idea

[@basedondennis]

the century suv literally has seats from the lx600 ultra luxury

[@ryanb8736]

Century has much better materials than Lexus.

[@ameraboukoura6091]

Toyota really should give the original century sedan a major refresh and even change the platform to TNGA-L platform

[@wallbangerzsports]

or they could just keep it the same and drive it around

[@marnimarni8055]

2nd gen century starts production in 1997. You can imagine how long 3rd gen century will be

[@mcjogom]

🎉👍💖👍🎉

[@Mizt_Sim]

I feel like the timing of this is not good. Or maybe it is, and it's just the middle-class and low-class that are suffering in the U.S. I just feel like the time to sell excessive luxury vehicles in the U.S. is coming to an end. Well is drying up

[@KirkKreifels]

I think the mainstream new car well is drying up. Rich people will have problem considering this vs a Bentley

[@Fabulousprofound168]

So it’s like how maybach is to Mercedes’?

[@makeyourmark00]

I suppose this is in keeping with progressing their focus on luxury, but personally, I would rather see Toyota leverage their hybrid technology and expand Lexus to compete more with the German brands in the performance segment.

[@wallbangerzsports]

Performance is old news Pal. We like cozy and comfortable now

[@pcihector]

"Morizo Edition" or "GRMN" sounds cool for Toyota. But if you link an ultra luxury brand with an economy car by calling it with the same "trim package" that is very wrong and a bad move. Don't link them or the ultra luxury potential buyer will feel insulted by that.

[@dioralcide8490]

GV90 Century

[@marantamil459]

I think Toyota need to split off Lexus and Century into one brand, which has exclusive platforms. Lexus is currently being left behind when it comes to engines and platforms compared to the Germans.

[@leonel9110]

They are the most reliable if anything the Germans are falling behind

[@MercOne]

This doesn't have a exclusive platform. I guessing you're meaning to take the RWD Lexus models and Century models and make one brand? This Century doesn't have a exclusive platform either. It's based on a common Toyota.

[@marantamil459]

@@MercOne I think you misread what I mean. I think they should make a separate platform that Lexus and Century use exclusively. Just like what VW does with Audi/Porsche.

[@MercOne]

@@marantamil459 So a platform that is exclusive to Lexus and Century is what you’re trying to say.

[@marantamil459]

@@MercOne yes

[@seikocitizenwatches]

After launching the Toyota Century in the N America market, Lexus can rebadge the Century and sell it as Lexus (at a higher price tags of course).

[@macdee33]

Their saying century will be slotted above Lexus as its own brand

[@ilikelampshades6]

No doubt not coming to europe just like most of the good toyotas.

[@TheV8Pumpkin]

This is VERY interesting. Toyota will have to make the cheapest century model like 75k and make them all PROPER ultra luxury fighters to disrupt the market for bentley, maybach, aston. Please Toyota no more holding back 😁

[@marantamil459]

75k is cheap. The cheapest should be at least 110k

[@faheemabbas3965]

They could possibly replace the Lexus LS with the Century sedan (if they bring it to us) price-range-wise. Not Lexus, but within the same price-range is what I mean.

[@lbnycity89]

I mean, that’s cool for another luxury option but me personally, the century just gives me old man vibes. When you have Escalade, Maybach, range rover, Rolls-Royce, Bentley I’m choosing there, luxury SUV over the century.

[@lbnycity89]

@@mitch20003 did you not read my whole comment look at all the SUVs I named I’m talking about all popular SUVs in America. That’s all I’m saying. Dependent on how you configure your Range Rover. It sits in the same price of a Bentley, so what are you talking about? The cheapest car on his list is the Escalade compared to everything else I said it’s still doesn’t have nothing to do with what I’m saying the century compared to these other cars that the century would compete with the century just doesn’t look aesthetically pleasing to me it gives me old man vibes.

[@mitch20003]

@@lbnycity89 lol, sorry for the dumb comment

[@b.c.5502]

Hmm … yakuza VIP limousine … no thanks! I’ll stick to my 2004 Avalon.

[@alib8396]

Going by what Toyota has done with Lexus over they years, they will position Century as an ultra luxury brand then with every new generation they will water it down and it will end up where Lexus initially was supposed to be. By the 3rd generation of Century cars they will offer them with 4 cylinders, front wheel drive with manually adjustable seats 😂. Toyota and Lexus can't keep a luxury or a sporty brand or a sub brand on point. Just look at what the F sub brand was and where it is today

[@Joe-be3pw]

Is that why Lexus is cheeping out their interiors?

[@truthaboutlife2026]

Today...Tomorrow...TOYOTA

[@audiquagaming]

TOYOTA!

[@e.t.2230]

I think I’d rather have a 2021 LX570. . .

[@snjktd8155]

Century is a luxury car made with true craftsmanship. I'm amazed at the quality of this car, the paintwork, the finish of each part, the ride comfort, and the quietness. Rolls-Royce, Bentley, and Maybach are no longer even close to Century as automobiles.

[@dogie8c]

Why doesn’t Toyota make a new luxury brand just call it the Century.

[@speedntktzlastname2182]

Dealer experience? Where to buy and service? $190k-$270k buyer is not gonna want to be a part of the current dealer network since they canceled the original LandCruiser.

[@Tritonal92]

Please use a proper platform for the underpinnings of these new cars... I don't get why they don't spread the GA-L platform out more instead of using Toyota's TNGA platform.

[@wallbangerzsports]

I'm sure they know a wee bit more than you do, Chief.

[@mn1907]

making saense BMW have Rolls Royce, Merc have Maybach so its good for toyota to lunch something more than lexus

[@alengreen589]

a Ultra Luxury Car needs minimum a V8 TT Hybrid engine with over 550 HP, other wise it´s on the Global World Market not a Ultra Luxury Car.

[@scrapgamingx1942]

Honestly merc there diggin their own grave they arent innovating at all mazda, and TOYOTA A ECONO CAR BRAND is starting to beat them and well mazda has already beaten Mercedes to what they could do but they choose to be stubborn

[@jrksoldierx1436]

Don't care, bring back scion

[@onthebuses]

🏴󠁧󠁢󠁳󠁣󠁴󠁿📡🇺🇸

[@horayman]

They should leave it Japan only

[@VOLVO2LUV]

YEP

[@trendwaveworld]

These luxury items aren't just possessions; they're timeless pieces of art. They transcend trends, promising enduring beauty for generations to come.

[@marktackman2886]

They better do something because the crown brand is an embarrassment.

[@wallbangerzsports]

Hold your tongue, Mark

[@marktackman2886]

@@wallbangerzsports I'm just angry the crown is a slap on brand and didn't have thought put into its US launch.

[@MyLIFEISLEGENDARY836]

​@@wallbangerzsports no point talking with people like him.

[@justinmcroberts4633]

Toyota. No. Bring back the Celica and the MR2. You have the SUV market by the balls. Now make some fun, affordable sports cars.

[@islanddon865]

Another Maybach, in a Japanese dress.