Some may think of Lexus as the most premium brand in Toyota Motor Company’s portfolio, but there’s a Toyota product that has always been the true flagship of the entire brand, even above Lexus: Century. Long developed as a super luxury sedan for the Japanese domestic market, among distinguished buyers, the Century name holds the same brass as Rolls Royce, Bentley, and Maybach.
It’s possible that the Century brand might go global — and be sold through Lexus dealerships if it does. A report from Forbes shares that the Century has been sold in China, will come to the United Arab Emirates soon, and ultimately may be destined for the western hemisphere as well.
Japanese buyers are accustomed to purchasing premium products with the Toyota badge on the hood and have been for many decades – names like Celsior, Crown, Aristo, Soarer, Alphard, Vellfire, and of course Century come to mind – but that strategy might prove more challenging if Toyota wants to bring their ultra luxury Century to America. Selling A $160-230k super SUV alongside a $20k Corolla might make for an off-putting buying experience, not to mention the future ownership and service visits. Lexus makes the most sense as a premium retailer for a product like the Century, and it seems like Toyota agrees.
If the Century does come to America, it would be the most expensive product ever sold through Lexus dealerships short of the LFA supercar. It might seem strange to envision a future where Century is sold through Lexus dealers and is even more prestigious and expensive than the LX 600 or LX 700h, but that could soon become a reality.
Source: Forbes
