The Toyota Century brand just sent its strongest signal yet that it wants customers outside Asia. Chairman Akio Toyoda rolled into Detroit in a Century SUV, a vehicle Toyota does not officially sell in the US. That is not a coincidence, and nobody at Toyota is treating it like one.
Toyota Century Brand Gets a Detroit Debut
Bloomberg reported that Toyoda arrived in a Century SUV while in Detroit to be inducted into the Automotive Hall of Fame. Motor1 relayed the report, and other outlets soon picked it up. TopSpeed says the SUV was a GRMN variant.
Bloomberg also asked Toyota’s chief technology officer, Hiroki Nakajima, about it. His answer was telling. “It’s a global model, so we’re interested in getting feedback from auto industry officials in Detroit,” he told Bloomberg, per TopSpeed’s account.
That is a test drive in front of the home crowd, not a sales announcement. Still, you don’t park a six-figure luxury SUV in Detroit by accident.
What Toyota Has Not Said About the Century SUV
Here is the part to keep straight. So far, Toyota has not announced a US launch, a global rollout, pricing, or a date for the Toyota Century brand. One outlet described the move as Toyota “officially extending” Century beyond its current markets. However, we found no Toyota statement saying that. For now, Toyota is gathering feedback.
Toyota also has not said what powers the upcoming Century Coupe. Rumors point to a V12 plug-in hybrid, but Motor1 notes the company has stayed tight-lipped. Meanwhile, other automakers are showing their cards earlier, as Jaguar’s 1,015-HP Type 01 reveal shows.
Taking On Rolls-Royce and Bentley
Toyota made Century a standalone brand above Lexus in October 2025. It then unveiled the Century Coupe Concept at the Japan Mobility Show. The brand’s slogan is “One of One.” The concept features handmade interior trim and 60 layers of paint for its amber finish.
The target was never subtle. Ian Cartabiano, who leads Toyota’s CALTY design studio in California, named Rolls-Royce and Bentley as the coupe’s competition. Toyota plans a production version as one of two initial Century offerings.
Toyoda put the ambition in plain terms at launch: “Century is not just another brand within Toyota Motor Corporation.”
The Numbers Behind the Toyota Century Brand Ambition
Century is already sold in small numbers in China, the Middle East, and other parts of Asia. The SUV launched in Japan in September 2023 at 25 million yen, roughly $170,000. In fact, the nameplate itself dates to 1967.
The Bloomberg report, as relayed by Maitland Mercury, says Toyota sold about 500 Centuries in 2025. In 1997, that number was about 1,700. So the badge has shrunk at home, and going global is one way to change that math.
Why It Matters for US Buyers
If Century does come stateside, expect sticker shock. TopSpeed expects any US price to land well above the Japan base price once import and homologation costs are added. That is the outlet’s expectation, not a Toyota figure. Even so, a high price would fit a Toyota ultra-luxury brand aiming at the Rolls-Royce crowd.
The strategy itself is familiar. BMW has Rolls-Royce, Volkswagen has Bentley, and Mercedes has Maybach. Toyota wants a seat at that table. But it is a tough room. Robb Report points out that Mercedes’ Maybach revival ended up a distant third in the ultra-luxury segment. Meanwhile, Detroit-area rivals are chasing other buyers, such as Ford’s $30,000 electric pickup.
What to Watch Next for the Toyota Century Brand
Nothing here is confirmed yet. Watch for an official Toyota or Century statement on overseas markets, and for details on the coupe’s powertrain and timing. Until then, Toyoda’s Detroit ride is the clearest hint we have that the Century luxury brand is looking past Japan.
