Having long been exclusively available on the island of Japan, Toyota has decided to make its luxury Century sedan available to the rest of the world.
The six-figure flagship vehicle has long been the car of choice for Japanese CEOs, politicians, and emperors, frequently likened to the Rolls-Royce.
Its first model was released in 1967, and its newest iteration has changed little from the original, giving that classic mid-century sedan look but with new hybrid electronic motors and plug-in capabilities.
During the recent unveiling, Toyota executive vice president Hiroki Nakajima announced it would be available to all regions of the globe, saying the Century “from the start had its eye on the world.”
The new car will begin at a retail price of $170,000 and will target luxury and large vehicle markets, which have continued to do well while all others have stagnated on average, according to data from McKinsey.
“The primary reason for the growth in the luxury-car segment involves the continued increase of ultra-high-net-worth individuals (UHNWI), people with more than $30 million in investable assets, and high-net-worth individuals (HNWI), people with assets ranging from $1 million to $30 million,” the McKinsey authors wrote in 2022. “With more millionaires (and billionaires) in more places, the nexus of sales growth for luxury automobiles has shifted from North America and Europe to Asia and the Middle East.”
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