Toyota unveils Century SUV in China via Lexus dealers

In October 2024, Toyota initiated sales of the ultra-luxurious Century SUVs in China, with only 40 units sold at an approximate price of $170,000. This model is set to debut soon in the United Arab Emirates as part of a strategy to position the Century brand above Lexus in the luxury vehicle market. The Century brand utilizes the same 3.5-liter V6 hybrid engine with all-wheel drive, similar to its competitors, the Rolls Royce Cullinan and the Mercedes-Maybach GLS 600. Notably, the Century SUV's pricing undercuts both rivals, providing a compelling entry point into the high-end segment. To maintain an exclusive and luxurious image, the Century will be sold through Lexus dealerships in markets outside Japan. This decision aligns with the perception that ultra-luxurious vehicles are misaligned with Toyota's brand image. In Japan, however, it has a unique status and is sold through regular Toyota dealerships. To enhance the buying experience, Toyota plans to introduce specialized sales staff, known as 'Century Meisters,' at Lexus dealerships, who will also oversee service and repairs. Despite the establishment of the Century as a brand, critical questions arise regarding the branding strategy, as buyers in international markets will likely associate the vehicle with Lexus, thus diminishing its exclusivity. This situation leads to speculation about the need for a distinctively branded 'Lexus Century' instead of an independent Century model. Overall, the strategic decisions made by Toyota suggest a nuanced approach to entering the ultra-luxury segment, adapting to market expectations while attempting to establish a new identity for the Century brand.