Century’s Ultra-Luxury Era Begins With Its First Tokyo Showroom
We knew Toyota was taking the Century beyond a mere badge, and now they’ve made it even more of a reality. The brand’s first standalone retail space, dubbed the Century Studio. Sitting within what was once the Lexus Aoyama showroom, Toyota is now taking a bold step into ultra-luxury. The space now represents something much, much more exclusive than anything Toyota itself.
To reinforce this notion, the showroom’s initial exhibit features a stunning 1967 Toyota Century limousine and the bold new Toyota Century Coupe concept. A fitting juxtaposition, indeed.
From Quiet Authority to Loud Intent
For decades, the Toyota Century was the embodiment of understatement. Introduced as a chauffeur-driven limo, it was Japan’s ultimate symbol of authority and power. V8, then V12, and a design aesthetic that never changed much over the years. It was never about flashy, bold statements; it was about presence, much like a tailored suit.
But Toyota’s taking a bold step with the new Toyota Century Coupe concept, first seen at the Japan Mobility Show. The new Toyota Century Coupe concept is all about performance luxury. Reports indicate a twin-turbo V12 and plug-in hybrid system producing upwards of 800 horsepower.
This is in keeping with previous rumors that Toyota’s bid for ultra-luxury status could result in the revived V12 formula, rather than going fully electric as other makers do. It also underscores that this is a brand that won’t follow trends, but rather forge its own path in the ultra-luxury segment.
Century/Instagram
A Fit For Century Luxury
The new Century Studio also reflects this change. The bright, sparse display space in the previous Lexus dealership is replaced with more muted tones and traditional Japanese design elements, such as indigo shippo tsunagi. It’s no longer just a dealership, but rather more akin to a luxury experience.
Situated along National Route 246 in Aoyama, which is in one of Tokyo’s most exclusive areas, this is also no accident. This is where Toyota wants to position its new flagship brand: in the heart of high fashion, architecture, and wealth. Chairman Toyoda personally previewed this new space, and it’s clear just how important this launch is for the brand.
Toyota
Will It Reach America?
Toyota is launching this new brand, but in reality, it is also putting it to the test to see how well it stacks up against Bentley and Rolls-Royce. This is a huge jump for them. While it does have brand heritage, in America, it’s almost nonexistent in terms of luxury status. This is also where they will have to jump to get into America.
The brand is targeting only Japan, China, and parts of the Middle East for its high-net-worth crowd. America, however, would require more than just brand and product; it would require brand repositioning, dealership strategy, and consumer willingness to accept Toyota in this price range and status. Will we ever see this in America? Only time and, more importantly, sales and demand, will tell.
Century
