Toyota’s Lexus division proved Japan could compete with the best of the Western luxury brands. But can Toyota take things even further upmarket? The industry giant is determined to give that a try, officially pulling the wraps off the new Century Coupe concept at the Japan Mobility Show. The distinctive model, with its sliding doors and 60 layers of paint take aim at ultra-exotic competitors Rolls-Royce and Bentley, reports Headlight.News.
Toyota’s taking luxury to new level with its longstanding Century brand.
Toyota has long since proved it can compete with Western luxury brands like BMW, Cadillac and Mercedes-Benz. Now, however, it wants to take things to a decidedly more exclusive level.
The industry giant officially pulled the wraps off the new Century brand at this week’s Japan Mobility Show, taking aim at two of the world’s most vaunted automotive marques, Bentley and Rolls-Royce.
Two new models are planned: with an exotic four-door coupe featuring sliding doors and 60 layers of paint making its debut in concept form at the Tokyo show. It will be followed by a super-premium SUV.
Making a statement
“They are more than elegant. They are a statement,” said Ian Cartabiano, president of Toyota’s CALTY Design Research facility in California. “The Century brand will stand at the pinnacle (as a) celebration of craftsmanship.”
As something of a subtitle, Toyota officials referred to the Century brand as “One of One.” Clearly targeting low volume numbers, the new marque will follow with a bespoke model, offering buyers the ability to extensively customize their purchases.
Toyota has long since proved it can compete with Western luxury brands, but now it wants to go to another level.
The concept provides some hints as to what that might mean. It features 60 layers of paint, and the interior uses wood and other materials assembled using the Japanese artsugi process where individual pieces come together so precisely the joints are all but invisible.
A distinctive design
The show car picks up on some classic high-line design cues, such as its long nose, tapered roof line and tall grille distinguished by the brand’s new phoenix logo. But there’s no rear window and, most unusually, its main doors slide, rather than swing, open. There actually are two smaller doors that slide rearward, as well.
“Never has it been easier to enter and exit a coupe with style and grace,” suggested Cartabiano.
The interior design is meant to strike a balance between performance and what the design executive called “decadent” comfort.
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A long history
The Century brand has actually been around since 1967 and was known for its dowdy but expensive products. It was largely targeted at Japanese officials and business executives who felt they couldn’t be seen in an import.
The Century brand could grow to have several offerings, including an SUV.
Over the decades, Century’s product line received only two major updates, in 1997 and again in 2018.
The automaker has yet to reveal some key details, including what powertrains it will use, but insiders hinted Century likely will be offered with a couple alternatives, possibly including an all-electric option.
The coupe is planned to come to market first, followed by the SUV. The official sales launch is expected to be at least a year or two away.
As for pricing, expect the two models to mirror what Bentley and Rolls models go for in Japan, starting a bit over 30 million yen, or $200,000 at current exchange rates.
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