Toyota is exploring the possibility of launching its most exclusive nameplate, the Century, in Australia, marking the first time the ultra-luxury marque could officially sell outside Japan. The move follows Akio Toyoda’s announcement at the 2025 Tokyo Motor Show that Century will become an independent global brand positioned above Lexus in Toyota’s hierarchy.
Until now, the hand-built Century sedan and its new SUV counterpart have been reserved almost entirely for Japan’s elite, serving as a symbol of restrained opulence and craftsmanship rivaling Rolls-Royce and Bentley.
Lexus Takes the Lead
In a strategic alignment, Toyota Australia has handed Lexus executives responsibility for assessing the Century’s feasibility in the local market. Sean Hanley, Toyota Australia’s vice president of sales and marketing, confirmed that Lexus would spearhead the evaluation due to the Century’s rarefied positioning.
“Century needs very specialised attention, but there is a market in Australia,” Hanley told Chasing Cars. “Hopefully, over the foreseeable year or two, we’ll be able to make a case for it.”
Lexus Australia CEO John Pappas echoed the sentiment, noting that the team is “studying whether the Century brand has a place in the Australian market to complement Lexus.”
Handmade, Limited, and Ultra-Exclusive
Unlike mass-produced models, every Century vehicle is hand-assembled, offering near-limitless customization. Production volumes remain deliberately low to preserve exclusivity, a hallmark of Japan’s royal limousine since 1967.
Pappas explained that this artisanal approach aligns well with Australia’s boutique luxury segment. “If we saw an opportunity where this could sit within our market and complement Lexus and the Toyota family, we would definitely look at it,” he said.
Toyota has yet to confirm whether the Century would retail through the existing Lexus dealer network or operate under a separate retail structure.
Taking on Bentley and Rolls-Royce
Toyota’s ambition for Century is bold: to challenge Europe’s elite luxury brands. The Century lineup currently including a sedan, an SUV, and an upcoming raised coupe, will compete with Rolls-Royce’s Cullinan and Bentley’s Bentayga, albeit on Toyota’s terms of quiet dignity and understated design.
Australia’s ultra-luxury market is tiny but consistent. In the first nine months of 2025, Bentley delivered 95 vehicles, mostly Bentaygas, while Rolls-Royce sold 50, half of them Cullinan SUVs. Century’s arrival could add a distinctly Japanese alternative to the mix.
Lexus’ Own Evolution
As Lexus itself shifts toward “new luxury” expressions experimenting with high end vans and coupe-SUVs, the more traditional Century line will serve as Toyota’s anchor of classic prestige. The 2025 Tokyo Motor Show revealed two radical Lexus LS concepts, hinting that Lexus will pursue avant-garde design, leaving heritage luxury to Century.
Early Days, Big Possibilities
Toyota executives acknowledge that discussions are still preliminary. However, Australia’s growing appreciation for bespoke, limited-run vehicles makes it a viable test bed.
“I’ve known about the Century plan for a while,” Hanley said. “Its positioning above Lexus is new, but it makes sense.”
If approved, the Century’s Australian debut would mark a rare expansion of Japan’s most exclusive car brand, and signal Toyota’s intent to redefine what luxury can look like beyond Europe’s borders.
