Toyota Plans Century To Become Separate Brand, Positioned On The Lexus Brand

Toyota Century. (Doc. Global Toyota)

JAKARTA - In September last year, Toyota launched the latest generation of its luxury model, Century. This car offers unrivaled luxury compared to some of the models manufacturers have produced.

The manufacturer has issued various versions of this model, one of which is Century GRMN, which is the highest version launched at the Tokyo Auto Salon some time ago. By having its own luxury identity, it is reported that the name Century will be one of the brands of Toyota, apart from Lexus.

Reporting from Forbes, Wednesday, January 24, the company stated that Century would target the overseas market and be positioned on the Lexus brand as the company's ultra-luxury brand which was founded in 1937.

Century will be placed on the Lexus brand as a more luxurious brand, said one unnamed Toyota executive.

Century is known as Toyota's most premium vehicle. Introduced since 1967, Toyota made a breakthrough by creating luxury vehicles that are no less than foreign brands but are thick with Japanese cultural values.

For more than four decades, Century offers the luxury, comfort, and composure of a car either when driven by a driver or when driven by himself. No wonder Century has always been the driver's favorite car in Japan, considered capable of realizing the spirit of automotenashi, or unrivaled hospitality.

The current generation of Century is one of the electrified vehicles carrying a plug-in hybrid (PHEV) system combined with a 3.5 liter V6 engine integrated with e-CVT transmission and an all-E-Four Advanced driving system.

The car produced at the Tahara Plant is priced at 25 million yen or equivalent to Rp. 2.6 billion. Toyota presents Century as a vehicle chosen by conglomerates and royal members.