Toyota Motor Corporation announced the launch of a new Century model in Toyota City, Japan on September 6, 2023. Orders for this new vehicle, the Toyota Century Suv, are being accepted starting today, with the official launch planned for later in 2023. Significantly, the existing Century sedan will continue to be offered alongside this new SUV, expanding the Century lineup.
The original Century sedan debuted in 1967, marking Toyota’s entry into the premium chauffeur-driven car market. At that time, Western luxury brands dominated this sector in Japan. Toyota aimed to disrupt this status quo by creating a distinctly Japanese luxury vehicle capable of competing on a global scale. The first-generation Century was built using the most advanced technology available in Japan, embodying a design philosophy that merged dignified aesthetics rooted in Japanese tradition with a human-centric approach focused on unparalleled quietness and ride comfort. For over fifty years, the Century sedan has been the premier chauffeur car in Japan, renowned for its embodiment of “omotenashi,” the unique Japanese spirit of hospitality, ensuring passengers travel in supreme comfort.
Over the decades, Toyota’s development team has continuously considered the future direction of the Century, striving to exceed customer expectations for hospitality. In recent years, the needs of chauffeur-driven car passengers have evolved. Many now seek to maximize their travel time, using the cabin space for rest or to conduct online meetings effectively. This shift in usage prompted Toyota to develop a new model, leading to the creation of the Toyota Century SUV.
Developed under the concept of “The Chauffeur,” the new Toyota Century SUV is designed to meet the evolving demands of customers in the chauffeur car segment. It inherits the core values of dignity, quietness, and exceptional ride comfort that define the Century, while adapting to modern needs and preferences. This new model represents an evolution of the chauffeur car, ensuring it remains relevant and desirable for years to come.
The Toyota Century SUV offers extensive customization options on a global scale, allowing Toyota to cater to the specific requirements of each individual customer. The overarching goal is to provide “freedom in motion”—the ultimate in personalized and unrestricted mobility—to a wider range of discerning individuals. Further details regarding the vehicle specifications and customization options will be released subsequently.
