Toyota Introduces New Century SUV Model in Japan

Toyota has revealed its latest addition to the iconic Century lineup, long-since reserved for the domestic market, and it’s simply called the Century SUV. It will launch later in Japan in 2023 and will be sold alongside the existing Century sedan will remain in the lineup, offering lucky and well-off customers more choices within the premium chauffeur-driven vehicle segment.

With a history that dates back to 1967, the Toyota Century has been the epitome of Japanese luxury, once competing primarily with Western luxury brands. The Century has been designed to provide superior quietness, comfort, and a touch of traditional Japanese aesthetics, living up to Japan’s unique spirit of omotenashi, or hospitality. Don’t confuse the Buick Century with the Toyota Century – the latter has more in common with Bentley and Rolls-Royce and little to do with GM’s mid-range brand.

For the new model, Toyota’s development team considered the changing demands of customers who desire a more versatile use of their time while traveling. As such, the vehicle is conceived under the concept of “The Chauffeur,” aiming to enhance not just luxury, but also functionality, ride comfort, and technological advancements to suit modern-day needs.

The Century SUV will feature a newly developed 3.5L V6 plug-in hybrid system designed for everyday battery-electric driving and long-distance hybrid utility. The powertrain promises a quiet yet powerful and exhilarating driving experience, adhering to the Century’s legacy of superior ride comfort and environmental performance. Included features are a four-wheel steering system and Toyota’s E-Four Advanced AWD system. Structurally, the high-rigidity body employs noise-reducing laminated glass, separating the cargo space from the passenger cabin to offer unparalleled quietness and privacy.

Design-wise, the new Century SUV embraces the theme of “stately grandeur,” featuring a bold, elegant silhouette replete with Japanese aesthetic elements. In short, it’s a physically boosted Century sedan borrowing visual cues such as the front fascia and wheel designs from the car. The exterior finish is meticulously crafted, down to details like an engraved phoenix emblem and a luxurious mirror finish. Despite its size, the SUV is slightly shorter but broader and taller than the existing Century sedan, while accommodating four passengers (instead of five in the sedan) and tipping the scale at about 450 extra lbs.

Notably, the interior is developed with a human-centered concept aimed at enhancing the safety and comfort of both the driver and rear-seat passengers. Advanced features like fully reclining rear seats, a cutting-edge audio system, and a spacious interior designed for multipurpose usage add to the vehicle’s allure.

Toyota aims to enable full customization by catering to individual customer needs, aspiring to deliver “freedom in motion—the ultimate freedom of movement.” As part of the launch, Toyota will deploy Century Meisters—specialists with in-depth knowledge of the Century brand—at select dealerships to assist customers in customizing their vehicle, extending from body color to interior features.

It’s easy to imagine that such a vehicle would do well for Toyota in North America however the “Century” name does not carry the same clout or the same historical significance. Also, it would make the new Lexus LX look and feel barbaric in comparison.