Toyota’s Ultra-Luxurious Century SUV Available in Select Markets, Sold Exclusively Through Lexus Showrooms

• Toyota introduces the Century brand above Lexus, with sales through Lexus dealerships.

• Initially launched in China, Century SUV priced competitively against ultra-luxury rivals.

• Dedicated Century experts enhance VIP service experience at Lexus dealerships.

Toyota‘s luxury lineup expanded with the launch of the Century brand, an ultra-luxurious offering designed to sit above Lexus, just over a year ago. Initially introduced in Japan, the Century SUV is now making its way to international markets, beginning with sales in China as of October 2024. Sales in the United Arab Emirates are expected soon, following a similar strategy of exclusive availability through Lexus dealerships.

Unlike Lexus or Toyota models, Century SUVs are not sold at traditional Toyota dealerships outside Japan. Toyota’s decision to use Lexus showrooms for Century sales reflects the company’s intent to preserve the brand’s uber-premium status. This decision avoids brand perception issues that may arise if affluent customers encountered the Century in a Toyota showroom.

Priced at approximately $235,000 (USD $170,000) in China, the Century SUV aims to attract customers seeking a more affordable alternative to the Bentley Bentayga ($300,000+), Rolls-Royce Cullinan ($450,000+) and Mercedes-Maybach GLS 600 ($225,000+). With a substantial list of customization options, the Century’s fully equipped models are projected to reach nearly $300,000.

To enhance the luxury buying experience, each Lexus dealership offering the Century SUV will employ a “Century Meister,” a dedicated expert trained to cater to Century clients. These specialists handle personalized presentations, guide prospective customers through the Century’s features, and provide support for service and repairs.

Yoshikazu Tanaka, the chief engineer of Century, previously stated that the Century would be marketed as a brand above Lexus in foreign markets. However, details on the specific dealership strategy were unclear until now. With this approach, Toyota hopes to create a cohesive luxury experience that aligns with Century’s high-end positioning.

Source: Forbes