Toyotas century The brand could launch in Australia for the first time following an emotional unveiling of its latest concept at the Japan Mobility Show by chairman Akio Toyoda.
Last month, Toyota announced that the Century brand – which was touted as a Rolls-Royce competitor above Lexus’ premium division – would expand globally for the first time.
The first Century was produced in 1967 as a luxury sedan – so named to commemorate the birth of Toyota company founder Sakichi Toyoda in 1867 – and has been driven by presidents and VIPs ever since.
An SUV model was introduced in 2023, before a new coupe concept was unveiled in Tokyo, presented by current chairman and great-grandson of Sakichi, Akio Toyoda.
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“It’s a very proud legacy for the (Toyoda) family – you’ve seen Akio with a lot of expression and emotion about that history,” Lexus Australia CEO John Pappas said during a press conference he attended in Japan Daily Sparkz.
“We need to make sure we think very rationally about why and how we do this,” he added.
“We currently have no firm plan to bring Century to Australia, but we are currently assessing whether we believe the Century brand has a place in the Australian market to complement the Lexus brand.
“Century is obviously the pinnacle of brands from a handcrafted, fully manufactured vehicle perspective – and because it is handcrafted, hardly any cars are produced on a daily basis as they are also fully customized.
“If we saw an opportunity that we believed would be in our market – as a complement to the Lexus brand and the entire Toyota family – we would definitely consider it.”
Toyota Australia vice president of sales and marketing Sean Hanley told the same media group there was potential for Century in Australia.
“Yes, of course I think so – I believe there is a buyer for Century in Australia, that’s true,” Mr Hanley said. “I would suggest it’s probably well above the Toyota brand.”
“It (Century’s presentation) was just such a statement of intent and confidence…each of these brands (in the Toyota Group) now has a definition; it defines what we are for ourselves.”
“Whether we sell one, two, three or four – that’s irrelevant to me, it’s what it stands for.”
Mr Pappas said plans for Australia were still a long way off and there was no time frame for when an assessment would be completed – or when the first century could be sold here if given the green light.
He was also open about whether Century would be offered through Lexus’ Australian dealer network or through its own channels.
In China, one of the few places outside of Japan where Century is already offered, its vehicles are sold through Lexus.
“Those are really great questions that we don’t have answers to yet… There’s a lot of water that needs to go under the bridge; a lot of work that needs to be done to understand that feasibility,” he said.
“When we, together with headquarters here in Japan, are ready to make this call, we will make the necessary announcements.”
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