Toyota eyes selling Japan’s answer to Rolls-Royce around the world
Akio Toyoda speaks in front of a Century coupe concept at the Japan Mobility Show in 2025. | BLOOMBERG
Sep 30, 2026
Toyota is bringing the Century, Japan’s ultimate four-wheeled status symbol, out of the shadows with new models and a push to raise its profile beyond its home market.
When Chairman Akio Toyoda was inducted into the Automotive Hall of Fame in Detroit last week, he rolled into town in a new Century SUV. With its golden phoenix badge and yellow brake clamps, the car turned heads — probably also because it’s not for sale in the United States. When asked why Toyota chose a Century, Chief Technology Officer Hiroki Nakajima wasn’t shy about the overseas ambitions for the brand positioned above Lexus.
“We want to showcase the latest version of the Century,” Nakajima said. “It’s a global model, so we’re interested in getting feedback from auto industry officials in Detroit.”
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