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Toyota's Flagship Century Will Challenge Bentley and Rolls-Royce in America
Toyota separates Century as its own ultra-luxury brand above Lexus, debuting the Century Coupe concept to rival Bentley and Rolls-Royce with bespoke craftsmanship.
- At the Japan Mobility Show earlier this week, Toyota unveiled the Century Coupe concept and confirmed the Century nameplate will become an ultra-luxury brand above Lexus, rivaling Bentley and Rolls-Royce.
- Company chairman Akio Toyoda moved to separate the Century nameplate to sharpen its mission and identity, positioning Century above Lexus to offer a bespoke `One of One` experience.
- Inside, the cabin is decked in handcrafted materials and includes a roomy four-seat layout with a fully reclining front passenger seat and footrest, paired with a metallic orange finish applied in 60 layers on the Century Coupe prototype.
- The Century will focus solely on Japan at least at first, with possible expansion to China and the United States if successful, though U.S. rollout could take years due to Lexus and its dealer network needing to invest and navigate franchise laws.
- The move positions Toyota to challenge tier-one luxury marques like Bentley, Rolls-Royce and Maybach, targeting bespoke customers with Century above Lexus.
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12 Articles
12 Articles
Japan Mobility Show. The Toyota group passes the super speed by creating with Century a new brand capable of competing with Rolls-Royce.
·Paris, France
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Coverage Details
Total News Sources12
Leaning Left1Leaning Right2Center2Last UpdatedBias Distribution40% Center, 40% Right
Bias Distribution
- 40% of the sources are Center, 40% of the sources lean Right
40% Right
L 20%
C 40%
R 40%
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