Toyota has introduced a new ultra-luxury brand, spun off from its exclusive Century line, to compete with Rolls-Royce and Bentley.

Toyota Motor Corporation is taking a bold step in the luxury automobile market by transforming its prestigious Century line into an independent ultra-luxury brand. The new marque, which will sit above Lexus, aims to compete directly with industry heavyweights such as Rolls-Royce and Bentley. The announcement was made ahead of the Japan Mobility Show, set to open in Tokyo on October 31.

First introduced in 1967 to commemorate the 100th birthday of Toyota founder Sakichi Toyoda, the Century has long been a symbol of Japanese luxury and restraint. Traditionally reserved for high-ranking officials, business elites, and even members of the Imperial House of Japan, it embodies meticulous craftsmanship and quiet prestige — qualities that have made it a revered status symbol for decades.

Toyota Chairman Akio Toyoda described the new brand as a necessary step for the company’s evolution. “When we go higher-end, we need something above — not Lexus, nor Toyota. That is the position of the Century,” he said during a panel discussion, as reported by Forbes. The move is expected to give Lexus more creative freedom to innovate while allowing Century to define the very top of Toyota’s luxury hierarchy.

According to Toyota Chief Branding Officer Simon Humphreys, Lexus will continue to serve as the company’s “pioneer” brand, while Century will embody exclusivity and unmatched craftsmanship. The debut concept, called “One of One,” takes the form of a coupe-style vehicle with sliding doors, generous legroom, and no rear window — a design Forbes likened to “a Rolls-Royce having a baby with an SUV.”

Toyota currently sells two Century models in Japan — a sedan powered by a 5.0-litre V8 hybrid and an SUV with a 3.5-litre V6 plug-in hybrid system — both produced in limited quantities to preserve exclusivity. With this rebranding, Toyota signals its ambition to redefine luxury mobility while maintaining the Century’s heritage of elegance, precision, and understated power.

The creation of the Century brand marks a new chapter for Toyota — one where tradition meets innovation at the highest level. As the automaker prepares to showcase its latest designs in Tokyo, the move underscores its commitment to crafting vehicles that reflect not just wealth, but artistry and timeless sophistication. (AriseNews TV)