Toyota takes Century global to battle Bentley

TOYOTA Motor Corporation (TMC) chairman Akio Toyoda has delivered an impassioned speech in Tokyo, stating that his “personal mission” is to restore pride in the Japanese car manufacturing industry.

TMC’s contribution to that mission, Toyoda says, will be to establish the high-end Toyota Century line as a global sub-brand that will sit above Lexus in the conglomerate’s badge hierarchy.

“Today, more than five decades after the first Century, where does Japan find itself? Japan’s ‘number-one’ era is behind us. We are now in what has come to be known as the ‘lowest thirty years,” Mr Toyoda opined.

“Japan as a nation seems to have lost some of its energy and dynamism, along with a presence in the world. I believe, now more than ever, we need the Century.

“For me…it is a heartfelt desire to shape the next 100 years of Japan. I came to see this as my personal mission. We want to cultivate it as a brand that brings the spirit of Japan, the pride of Japan, out into the world,” said Mr Toyoda.

In Japan, the Century range consists of two hybrid-powered, full-size models: a traditional three-box sedan measuring 5335mm in length, and a Century SUV that is a slightly shorter 5250mm long.

Revealed last week, and confirmed to join the Century range under its new independent status, will be a Century coupe model that has four doors and is designed to be either chauffeur-driven or piloted by its owner.

In its home market, the Century’s phoenix badge is held in very deep esteem and Japanese consumers already regard these Toyota models as sitting above Lexus, status-wise.

“Century stands at the pinnacle. It is a car in a class of its own. I believe this car was born carrying Japan on its shoulders,” said Mr Toyoda.

Still, the Toyota chief acknowledged the risks of establishing another luxury brand, displacing Lexus as the official ‘top’ Toyota marque.

“Lexus will play the elder brother role. I don’t know how the aftertaste will be, but it we will be watching what the reactions are,” he said.

Whether Century’s global expansion plans include Australia is yet to be determined, though local hopes are buoyed by the fact all three models have been developed in right-hand drive format first.

The mechanicals of the forthcoming Century coupe are not yet known, but the sedan and SUV models differ under the skin.

While the eponymous sedan rides on TMC’s rear-drive ‘N’ platform and uses a 317kW hybrid V8 engine, the Century SUV actually uses a stretched version of the Toyota Kluger’s front-biased GA-K platform. The SUV has a 303kW plug-in hybrid petrol V6.

On Japanese roads, Century models are typically associated with conservative paint schemes and it is rare to see an example in anything other than black, blue or silver duco.

However, the independent Century brand will pursue a bespoke configuration scheme similar to other ultra-luxury marques.

Toyota CALTY Advanced Research president Ian Cartabiano told media that Century would “compete head-to-head” with Rolls-Royce and Bentley.