- Toyota enters luxury SUV market with the convertible Century.
- Century targets discerning customers seeking performance & luxury.
- Limited production: 30 units/month, local deliveries started, international later.
Toyota, known for its affordability, has entered the luxury SUV market with the release of the Toyota Century, redefining automotive luxury. This convertible masterpiece aims to compete with luxury brands such as BMW, Porsche, Audi, and Cadillac, highlighting Toyota’s dedication to innovation, performance, and opulence.
The Evolution of the ‘Toyota Century
Introduced in 1967 as an exclusive chauffeur-driven car in Japan, the Toyota Century makes a comeback with a new purpose: to enchant discerning customers desiring an unmatched combination of luxury and performance. Originally favored by elite families, officials, politicians, and royalty, the Century now undergoes a contemporary makeover led by Toyota CEO Koji Sato. The objective is evident: rejuvenate a legendary model to compete with prestigious brands like Rolls Royce and Bentley, emphasizing exceptional performance, luxurious comfort, and sustainable engineering.
Toyota Century Price
The Toyota Century carries a price tag worthy of its ultra-luxurious standing, with a remarkable cost of US$220,000, or JPY 33 million. Potential buyers have the option of selecting the standard model priced at approximately $170,000 or the more exclusive GRMN version, which comes in at around $220,000. The GRMN, short for Gazoo Racing Meister of Nurburgring, represents a concept car designed for the high-end market, underscoring Toyota‘s dedication to providing a driving experience that surpasses expectations.
Production Goals
Toyota seeks exclusivity by restricting production to only 30 units per month throughout 2024. Local deliveries began at the start of the year, and international shipments are scheduled for the later months of 2024. Offering both right-hand and left-hand drive versions, along with various options, ensures a worldwide appeal, targeting car enthusiasts in the Middle East, Asia, and North America.
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Toyota’s entry into the luxury SUV convertible market with the Century marks a significant change for a brand known for practicality and efficiency. In a time where the automotive industry emphasizes sustainability and luxury, the Century from Toyota is not just a vehicle but a symbol of sophistication, performance, and enduring elegance. In this modern age, the Century showcases Toyota’s steadfast commitment to innovation, raising benchmarks, and creating experiences that go beyond the ordinary. Get ready; the voyage toward redefined luxury is underway.
