Toyota eyes taking flagship brand global: Century brand under consideration for Australia and other markets as cheaper rival to Bentley Bentayga

Toyota is in the process of bringing its ultra-luxury Century brand to the world, officially extending the exclusive nameplate to markets outside Japan, China and the Middle East for the first time.

That’s according to a Bloomberg report referencing the appearance of a new Century SUV transporting Toyota Motor Corporation Chairman Akio Toyoda in Downtown Detroit as he was inducted into the Automotive Hall of Fame late last month.

When asked why Toyota chose a Century (not on sale in the US) for the high-profile transfer role, TMC Chief Technology Officer Hiroki Nakajima didn’t hold back.

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“We want to showcase the latest version of the Century,” Nakajima-san said.

“It’s a global model, so we’re interested in getting feedback from auto industry officials in Detroit.”

The Century name was created with the first model in 1967 to mark the 100th birthday of Toyota founder (and Akio Toyoda’s great-grandfather) Sakichi Toyoda.

Previously a single limousine flagship model, famously powered by a 5.0-litre V12 engine from 1997 to 2018, the arrival of a 3.5-litre V6 plug-in hybrid SUV variant in 2023 raised eyebrows in Japan and elsewhere.

And this time last year a dramatic Century Concept coupe was unveiled at the Japan Mobility Show in Tokyo.

Toyota has since launched an English language website for the brand highlighting “Japan Pride ー A legacy of Japanese master artisans, spirit, and beauty.”

So, fine details like Nishijin-ori brocade, urushi lacquer and Edo metal engraving could come at a relatively knock-down price.

According to the report, Toyota sold around 500 Century vehicles in 2025, compared with about 1700 in 1997, so in the face of soft economic growth, a weak yen and rising inflation in Japan, placing the low-volume, potentially high-margin Century brand in new markets could be an important strategic move.

“But it’s much more than that. It’s a clear statement by Toyota that it wants to play a role in the super-premium category currently dominated by the European brands.

“Strengthening Century means Lexus doesn’t need to push further upmarket,” he said.

Although Toyota is tight-lipped on technical details for the Century Concept coupe, a 6.0-litre twin-turbo plug-in hybrid V12 is a rumoured possibility for the production version, potentially also replacing the current limousine’s hybrid V8 and the SUV’s hybrid V6.

“That said, Toyota normally doesn’t give up until it succeeds.”

CarsGuide contacted Toyota Australia for comment on the possibility of a local introduction for the Century brand and a spokesperson told us, “At the 2025 Japan Mobility Show, Century was reborn as a truly One-of-One brand, combining formal heritage with a magnetic, alluring flair.” 

“Century sets forth a new vision of ultra-luxury: a car as exquisite as a work of art.

“At the unveiling, we confirmed that Toyota Motor Corporation Australia would review the business case for Century in Australia,” they said.