Toyota Century Concept.
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This new Toyota Century concept is basically the start of an all-new sub-brand for the Japanese giant. One that will take Toyota to a level above Lexus.
Many have mentioned the new Century brand could possibly compete against Bentley or even Rolls-Royce. Which I think would be a mistake. These 2 historic brands have a long history of being “the best” and an unparalleled image among worldwide luxury car buyers.
I think the new brand should be positioned below Bentley. Just like what Jaguar will soon try to do with their crazy new-looking sedan, which is rumored to start at around $130,000. Not $250,000 and above.
The design of the concept is pretty impressive, and I notice more than a slight touch of Syd Mead influence in there. Even in the background of the presentation. Which is really nice to see. However, it does look like a pure concept that has nothing to do with reality, especially inside.
Toyota already offers a Century sedan and a new Century SUV. The sedan has been legendary in Japan for decades. And it seems the SUV has been well received. It looks like Toyota is now getting ready to take the ultra-luxury name overseas. And good luck to them.
good lord!
While it is interesting to see Toyota try new design language, one that looks very different from Lexus and the core Toyota products, I just don’t quite see who will buy these Crown models. That’s assuming they ever get their own international division (since obviously Crowns have been sold in Japan for decades).
Ok, that 2 word comment with exclamation point had me in tears! Did anything else need to be said!?