Toyota's ultra-luxury Century brand won't reach Australia anytime soon

Toyota's ultra-premium Century brand remains under study for a local launch, but don't expect to see Japan's answer to Rolls-Royce and Bentley in Australia anytime soon.

Toyota first announced plans to transform the previously Japan-only Century nameplate into a global standalone brand last October, prompting speculation that it could come Down Under.

Top executives from the local arms of both Toyota and Lexus confirmed that Century was being considered for Australia, with the latter marque tipped to be given the responsibility of selling Century models locally.

However, while the business study remains ongoing, Lexus Australia CEO Jack Hobbs says Century is unlikely to arrive here for a while yet.

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"It's certainly something that's under study," Mr Hobbs told CarExpert.

"This is an ultra-luxury vehicle, it's hand-built, it's a beautiful car. We're trying to understand and study where that would fit best, whether it's going to fit our market, and whether we can get it for our market.

"I think it will be quite a long process, because it's such a unique vehicle.

"Globally there's a lot of excitement about it, but it's at the top of the market... we aspire to push into that space, but it'll take some careful consideration, I think, before we finally make a decision."

Lexus Australia product planning manager Julian Meldrum further clarified the timeline, indicating that Century mightn't reach Australian showrooms until late this decade.

"We need to study the business case, and of course, the car would then need to be developed to meet all of our regulations," said Mr Meldrum.

"So yeah, it is a long process, and it will be years, I imagine."

As part of its presentation last year, Toyota established Century as one of the automaker’s five core brands, positioned above Lexus, Toyota, Gazoo Racing, and Daihatsu.

It also unveiled the Century Concept, a high-riding coupe with electric sliding doors and, according to Japanese publication Magazine X, a 6.0-litre twin-turbo V12 hybrid powertrain.

No details were given on when a production version of the concept will eventuate.

The Century name first appeared in 1967 and was thereafter associated with flagship rear-wheel drive sedans favoured by the Imperial House of Japan and political and business leaders, before an SUV – sharing its platform with the Toyota Kluger – was revealed in 2023.

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