Since its debut in 1967, the Toyota Century has stood as a pinnacle of luxury and Japanese craftsmanship, designed primarily for the domestic market and proudly serving as Toyota’s flagship vehicle.
Many cars can be considered as a luxury in the global luxury automobile market.
The Century’s name celebrates the 100th birthday of Sakichi Toyoda, the founder of Toyota Industries, which instantly ties the car to a rich history of innovation and quality. Its production spanned decades, with the initial model launched in November 1967 and a significant redesign in 1997, followed by a further update in 2018, ensuring that the Century stays relevant and luxurious in a rapidly changing automotive landscape.
This ultra-luxury car is not merely a means of transport; it’s often utilized by the Imperial House of Japan, the Prime Minister, senior government officials, and high-ranking executives. The Century is comparable to an array of prestigious vehicles such as the Austin Princess, Rolls-Royce Phantom, and Mercedes-Maybach, showcasing its elite standing in the global luxury automobile market.
The first-generation Century was introduced with a V8 engine, marking it as the third post-war Japanese-built sedan featuring this powertrain. However, it wasn’t until the second generation, launched in 1997, that the Century was equipped with a bespoke Toyota-designed and built V12 engine, further enhancing its luxurious stature. The use of this V12 powertrain made the Century the first Japanese production car to offer such an engine, showcasing Toyota’s commitment to engineering excellence.
Throughout its production history, the Century has seen only minimal cosmetic changes, which is indicative of its conservative and timeless design. Its exterior, primarily black with a distinctive gold phoenix logo known as Hō’ō, represents the Imperial House of Japan and is a symbol of elegance and success. This design philosophy is rooted deeply in Japanese culture, where understated luxury is often preferred over ostentatious displays of wealth.
The interior of the Century reflects the same level of care and craftsmanship, designed with the rear passenger’s comfort in mind. The rear seats recline, and various features such as heated massage functions add to the comfort of those who occupy this space. Further, the car is equipped with a state-of-the-art sound system, offering a premium auditory experience for passengers.
The Century is exclusively available at specially identified Toyota Store locations, highlighting its unique market position within the Toyota lineup. Unlike the Lexus brand, the Century is not marketed as a symbol of wealth or luxury but rather signifies the hard work and persistent efforts of its owner, encapsulating the Japanese ethos of modesty and respect.
More than just a car, the Century reflects Toyota’s unwavering commitment to opulence and quality, establishing itself as a distinguished symbol of elegant automotive excellence, separate from others like the Buick Century.
In 2023, the Century made a significant leap into the modern automotive market by introducing an SUV variant. This new iteration, however, is not merely an SUV; it has been marketed as the ‘New Century,’ focusing on chauffeur-driven mobility rather than just a family vehicle. This move indicates Toyota’s understanding of evolving consumer preferences while maintaining the Century’s core values of luxury and comfort. The SUV model retains the same high standards of quality and comfort that have defined the Century for decades, ensuring that it remains a symbol of prestige in the luxury automobile segment.
The Toyota Century isn’t merely a vehicle; it celebrates the rich heritage of Japanese engineering and the exquisite art of luxury vehicle design, captivating automotive enthusiasts and collectors alike with its historical significance and reputation for exclusivity.
As it moves forward, the Century is set to uphold the guiding principles of its evolution, solidifying its status as an enduring emblem of refinement, seamlessly blending tradition with modernity in each new iteration, including the luxurious sedan and recently introduced SUV.
Unveiled in 2018, the G60 sedan encapsulates a perfect fusion of timeless elegance and state-of-the-art technology, maintaining its iconic silhouette while integrating contemporary aspects attractive to today’s discerning luxury consumers.
One of the defining characteristics of the G60 is its focus on rear passenger comfort, a nod to its status as a favorite among executives and dignitaries. The rear seats offer a range of luxurious features, such as reclining capabilities, integrated heating, and massage functions to provide an unparalleled level of relaxation during travel. In addition, the adjustable leg rests allow passengers to stretch out comfortably, ensuring that every journey in a Century feels indulgent.
When it comes to interior design, the G60 continues Toyota’s tradition of employing the finest materials and craftsmanship. The use of high-quality wool upholstery with a distinctive heather pattern creates an inviting atmosphere, while leather options are also available for those desiring an even more opulent feel. The meticulous attention to detail extends to the wood inlays, which enhance the overall elegance of the cabin. With a sound system boasting 20 speakers, the auditory experience is nothing short of extraordinary, making even the shortest trips feel luxurious.
Powered by a hybrid powertrain that combines a 5.0-liter V8 engine with an electric motor for a remarkable output of 425 horsepower, this innovation enhances both performance and fuel efficiency, reflecting Toyota’s commitment to sustainability without compromising the luxury essence of the Century.
As we transition to discussing the new Century SUV, it’s essential to recognize its significance in the lineage of this remarkable vehicle. Launched in September 2023, the Century SUV marks a bold step into the world of luxury crossover SUVs. However, unlike typical SUVs, the Century SUV has been designed with a clear focus on chauffeur-driven mobility. This approach emphasizes spaciousness and comfort for rear passengers, aligning perfectly with the Century’s historical identity.
The SUV variant is built on the TNGA GA-K platform, which it shares with the Toyota Grand Highlander and Lexus TX. It features a 3.5-liter V6 engine mated to a plug-in hybrid system, producing a remarkable combined output of 406 horsepower. This powertrain not only provides robust performance but also contributes to enhanced fuel efficiency, making it an attractive option for eco-conscious consumers.
In terms of design, the Century SUV maintains the signature aesthetic of the Century lineage while introducing modern styling cues that resonate with the luxury SUV market. Its bold exterior is complemented by a meticulously crafted interior that prioritizes passenger comfort and convenience. The spacious cabin features ample legroom and high-end finishes, making it ideal for both executive travel and family outings.
The emphasis on comfort is further exemplified by the SUV’s rear seating arrangement, which mirrors the luxurious features found in the G60 sedan. Passengers can enjoy heated and ventilated seats, along with generous recline options to make long journeys enjoyable. Additionally, the SUV comes equipped with a state-of-the-art infotainment system, which includes features such as climate control, navigation, and entertainment options, all accessible through intuitive controls or a large touchscreen display.
Toyota has ensured that the Century SUV does not shy away from safety either. Much like its sedan counterpart, the SUV variant is loaded with advanced safety technologies designed to protect occupants. From collision warnings to adaptive cruise control, the Century SUV is built to handle the rigors of modern driving while keeping safety as a top priority.
The marketing strategy behind the Century SUV is also noteworthy. Positioned not merely as an SUV but as the ‘New Century,’ it embodies a concept for chauffeur-driven mobility. This positioning emphasizes the vehicle’s intent to provide luxury and comfort rather than simply being a family vehicle. It’s a clear indication that Toyota understands the evolving landscape of consumer preferences while remaining true to the Century’s core ethos of elegance and sophistication.
Toyota’s dedication to safety is prominently featured in the G60, which includes the latest Toyota Safety Sense P-series collision avoidance systems, providing drivers and passengers with peace of mind while enjoying the luxury ride.
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