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Clear out junk files and repair common Windows errorsFree Scan →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Toyota is taking the Century name global as a brand, but it has not announced a confirmed overseas retail rollout. At the October 2025 Japan Mobility Show, Toyota Chairman Akio Toyoda said the company had decided to launch Century as a brand and wanted to bring Japanese identity and pride to the world. Toyota has not named export markets, retail dates, prices or dealers in the cited announcement. The distinction matters: a global brand ambition is not the same as a confirmed global sales launch.
What Toyota announced—and what it did not
Toyota’s 2025 announcement turns Century from a Japan-focused vehicle name into a distinct brand in the company’s strategy. Toyota’s Japan Mobility Show 2025 briefing records Toyoda’s statement: “Together, we have decided to launch the Century brand.” Toyota’s 2025 Integrated Report also describes Century’s formation as a new brand at the show.
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Toyoda framed the move as a way to take Japanese spirit and pride to the world. The cited materials do not, however, identify a country where customers can order a Century, a timetable for overseas sales, local pricing or a retail network. So “going global” describes Toyota’s brand ambition—not a confirmed worldwide showroom rollout. Whether the Century will be sold in the U.S. or another market, and when, remains unannounced in these sources.
Why the “59 years” refers to the brand announcement
Toyota says the first Century was released in November 1967, marking the centennial of Toyota Group founder Sakichi Toyoda’s birth. The name and launch were rooted in that occasion. Toyota conceived the original as a world-class luxury model with traditional Japanese styling and craftsmanship, and its official first-generation vehicle history says the car stayed on the market until 1997 without changing its basic platform.
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That makes 59 years the interval from the 1967 debut to the 2025 brand announcement. Toyota has described Century as its premium chauffeur car, with quietness, comfort and the rear-seat experience central to its purpose. That history supports calling it a Japan-focused nameplate; it does not establish that no Century vehicle was ever sold or used outside Japan.
How Century has changed: the 2018 sedan and 2023 model
Toyota’s announcements show a shift in product form and powertrain while preserving the emphasis on chauffeur use. The prices and monthly figures below are launch-era Japan-market information, not current quotes or evidence of overseas availability.
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| Vehicle | Launch context and body | Powertrain and passenger focus | Japan launch price and volume |
|---|---|---|---|
| Redesigned Century sedan, 2018 | Third-generation sedan, launched in Japan in June 2018 | 5.0-liter V8 hybrid; cabin focused on rear passengers | ¥19,600,000 including consumption tax, excluding recycling fees; announced Japan monthly sales target of 50 units |
| New Century model, 2023 | New chauffeur-oriented model announced for Japan; the sedan remained available | 3.5-liter V6 plug-in hybrid; reclining rear seats, refreshment function and four-wheel steering | ¥25,000,000 including consumption tax, excluding options and recycling fees; announced Japan base sales volume of 30 units per month |
Toyota’s 2018 sedan launch announcement describes the model as chauffeur-driven and gives the price and monthly target as launch figures. The target is not actual sales. Toyota’s September 2023 announcement introduced the new model under the concept “The Chauffeur,” outlined its plug-in hybrid system and rear-seat features, and gave the Japan price and base monthly volume. Those figures are likewise launch-announcement details, not current sales results or overseas prices.
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The 2023 Century put the rear-seat experience at the center of its design: Toyota highlighted reclining rear seating, a refreshment function and extensive customization, alongside the 3.5-liter V6 plug-in hybrid system and four-wheel steering. In the premiere presentation, Toyota design and branding executive Simon Humphries described the vehicle as sitting “at the tip of Toyota’s vision for chauffeur-driven mobility.” That is Toyota’s own positioning, not an independent ranking against other luxury vehicles.
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The SUV-style model shows a product direction, not an overseas launch plan. Toyota’s announcement said it planned to launch it in Japan during 2023 while continuing to offer the sedan. It did not describe an export program or identify which markets, if any, would receive the model.
How Century relates to Lexus
Toyota’s available brand statements support a limited distinction: Century is a separate brand whose stated focus is chauffeur-driven mobility and Japanese identity. They do not provide a detailed comparison between Century and individual Lexus models, establish a price hierarchy, or say that Lexus dealers will sell Century. Without market-specific retail information, claims about overseas dealer arrangements or the relationship between the brands in particular countries would be speculation.
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What overseas buyers can establish now
For shoppers outside Japan, Toyota’s 2025 global-brand language is not an order date or availability confirmation. The official materials cited here leave the practical questions unanswered:
- Markets: no overseas sales countries are named.
- Timing: no foreign retail launch date or schedule is given.
- Price: the listed prices are Japan launch prices for the 2018 sedan and 2023 model, not overseas quotes.
- Dealers: no overseas Century retailer or dealer arrangement is identified.
A specialist importer or broker may be a route to ask about access, but Toyota’s cited announcements do not establish that one can source a new Century or is Toyota-authorized. Buyers should verify the vehicle’s market eligibility and any applicable import, registration and servicing requirements directly with the relevant authorities and seller rather than treating the brand announcement as an availability promise.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
