The Toyota Century SUV is far more than a new model; it represents a bold strategic move by Toyota to position the Century nameplate as a standalone, ultra-luxury brand competing directly with established European marques like Rolls-Royce and Bentley. Steeped in a legacy of Japanese omotenashi (hospitality), the Century SUV translates the sedan’s revered dignity, silence, and passenger-first philosophy into a modern, globally relevant Crossover Utility Vehicle (CUV).
Understated Elegance and Command Presence
Unlike aggressive luxury SUVs, the Century features a classic, upright, and boxy silhouette with clean, vertical lines, maintaining a commanding yet quiet presence. Key design elements include a distinctive large, ceremonial front grille and a quad-LED headlight signature, all adorned with the hand-engraved Phoenix emblem—the Century’s unique insignia. Measuring 5,205 mm in length and 1,990 mm in width, the SUV is designed to maximize interior space, placing it firmly in the full-size luxury segment. Its meticulously polished, mirror-like exterior finish is achieved through the skills of master craftspeople (Century Meisters).
The Ultimate Chauffeur-Driven Sanctuary
The vehicle is strictly configured as a four-seater, eliminating the middle seat to provide two unparalleled executive rear seats. These rear seats are the highlight, offering full-recline functionality, ventilation, heating, and massage features. The cabin is separated from the cargo area by laminated glass to guarantee whisper-quiet insulation and privacy. Passengers enjoy dual 11.6-inch entertainment displays, removable touchscreen control panels, a built-in mini refrigerator, and easy access via power-operated rear doors with automatic retractable side steps. The intelligent Rear Comfort mode specifically moderates acceleration and braking to prevent passenger discomfort.
Plug-in Hybrid Performance Focused on Serenity
The Century SUV is powered by a 3.5-liter V6 Plug-in Hybrid Electric Vehicle (PHEV) system, paired with an E-Four All-Wheel Drive system. This combination delivers a strong combined output of 406 hp (400 PS) and up to 810 Nm of torque. The system is tuned for serene, effortless driving, allowing for silent city cruising with an electric-only range of up to 69 km (43 miles) before the efficient V6 engine seamlessly takes over for long-distance travel. The inclusion of Four-Wheel Dynamic Steering ensures remarkable low-speed agility for a vehicle of its size, making tight maneuvers in urban areas easy for the chauffeur.
Exclusivity and Global Ambition
With production limited to approximately 30 units per month, the Century SUV remains incredibly exclusive. Its price starts around 25,000,000 JPY (approximately $170,000 USD), positioning it at the very top of the luxury segment. Toyota has announced plans to make Century a standalone ultra-luxury brand with a focus on global customization and availability for key markets, including the US, with a targeted launch in 2026. This move challenges the established order of the global ultra-luxury SUV segment. The Toyota Century SUV is a unique offering, delivering a highly personalized, passenger-focused experience rooted in Japanese refinement and backed by Toyota’s unparalleled reliability.