Toyota unveiled the Century SUV in Japan on September 6, 2023, positioning it as a chauffeur-focused extension of the Century nameplate. The launch model paired a 3.5-liter V6 plug-in hybrid system with four-seat accommodation and carried a Japan-market launch price of 25 million yen. Toyota’s materials explain its intended role, but do not establish a direct comparison with the Rolls-Royce Cullinan.
What Toyota revealed in September 2023
Toyota announced the new Century SUV on September 6, 2023, and said it would accept orders in Japan from that day, with a 2023 launch planned. The Century sedan remained available alongside the SUV. Toyota traces the Century name to 1967 and describes it as a premium chauffeur-car lineage. Toyota’s launch announcement framed the SUV as an adaptation of that tradition to changing passenger needs.
The idea is captured in Toyota’s concept, “The Chauffeur.” The company described a cabin intended for passengers who may want to rest or take part in online meetings while being driven. Toyota Chief Branding Officer and Head of Design Simon Humphries called Century “a singular automobile representing the height of Japanese sensibilities.” That is Toyota’s characterization of the vehicle, not an independent assessment. Toyota Times reported on the world premiere.
Designed around the rear passengers
Toyota emphasizes a dignified exterior incorporating Japanese aesthetic references. The design includes a silhouette inspired by a loom shuttle and a hand-engraved phoenix emblem, according to the company. The cabin’s defining features focus on rear-seat access and comfort rather than a conventional driver-first SUV presentation.
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These are manufacturer-described features; Toyota’s cited materials do not provide independent ride or comfort testing. The release describes the plug-in hybrid system as intended to operate as a battery electric vehicle for everyday use and as a hybrid for long-distance travel, but it does not state an electric-only range.
Launch specifications and Japan-market price
Toyota’s September 2023 release listed these specifications for the launch SUV:
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| Item | Launch specification |
|---|---|
| Length | 5,205 mm |
| Width | 1,990 mm |
| Height | 1,805 mm |
| Wheelbase | 2,950 mm |
| Vehicle weight | 2,570 kg |
| Seating capacity | Four |
| Powertrain | 3.5-liter V6 plug-in hybrid system |
| Transmission | Electric continuously variable transmission |
| Driveline | E-Four Advanced all-wheel drive |
The figures above come from Toyota’s September 2023 launch announcement. Toyota gave a Japan-market suggested retail price of 25,000,000 yen, including consumption tax. The company noted that Okinawa pricing differed and that options and recycling fees were excluded.
Why Toyota’s later listed price is different
Toyota Japan’s vehicle catalogue later listed the Century SUV as on sale from June 2025 at 27,000,000 yen. That is a later Japan-market catalogue price, not the original launch price. The catalogue lists 3,456 cc displacement, full-time four-wheel drive, four seats and five doors. Toyota Japan’s Century model information does not establish retail availability in other countries, so neither figure should be treated as a price for markets outside Japan.
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What “Cullinan rival” does—and does not—mean
The Cullinan framing captures the Century SUV’s place in the conversation about chauffeur-oriented luxury SUVs, but Toyota’s cited materials do not claim or demonstrate a head-to-head match with the Rolls-Royce. They provide Toyota’s rationale, features and specifications, not comparable evidence on performance, exclusivity, cabin quality, price-value or buyer overlap.
Toyota Chairman Akio Toyoda described the Century as “the top premium, chauffeur-driven car not just within Toyota but in Japan.” The remark appeared in Toyota Times on September 29, 2023; it expresses Toyota’s positioning rather than an independent ranking. A substantiated comparison with the Cullinan would need like-for-like information on pricing and market, powertrains, rear-seat features, dimensions, availability and intended use.
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Toyota’s stated sales plan
Toyota announced a base sales plan of 30 Century SUVs per month in Japan in 2023. This was a target stated at launch, not a report of actual sales, deliveries or current production.
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