Quick wins for a faster PC:
Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →Toyota is turning Century into a standalone ultra-luxury brand to carry a distinctly Japanese identity beyond its traditional chauffeur-car roots—and to keep that identity relevant as customers and expectations change. The strategy began with a new chauffeur-focused Century model in 2023; in 2025 Toyota announced Century as an exclusive brand positioned above Lexus. “Rolls-Royce-fighting” captures the scale of the ambition, but Toyota’s announcement does not establish that the brands are equivalent in price, craftsmanship, reputation or sales.
Why Toyota is expanding the Century name
Century debuted in 1967 as Toyota’s premium chauffeur car. Toyota says it was conceived for Japanese buyers at a time when Western luxury marques largely served that role. Its intended distinction was a Japanese character expressed through traditional design, quietness, comfort and a human-centered approach. Toyota’s 2023 launch announcement sets out that history and the company’s explanation of the model.
The case for change was practical as well as symbolic. Toyota said chauffeur-car passengers increasingly wanted to rest or hold online meetings while being driven. The new model was designed to offer more ways to use the rear cabin without abandoning Century’s emphasis on dignity, quietness and ride comfort.
There was also a generational concern. In a 2023 developer interview, chief engineer Yoshikazu Tanaka recalled then-president Akio Toyoda worrying that younger people saw Century as “a car for the boss.” Toyoda’s instruction, as Tanaka recounted it, was: “I want you to bring new value to the Century.” The goal was to keep the name meaningful for future customers, not simply preserve the existing sedan. Toyota Times’ interview with the development team describes that thinking.
Free tools Windows power users keep installed
One-click scans. No signup required.
#1 Best Overall
- Product size: 6.69*2.36*1.97 inches Weight: 0.7 pounds Outer packaging: exquisite color translucent packaging box
- Material: Die-cast car model, made of zinc alloy, with plastic parts, rubber tires, detailed interior and exterior decoration.
- Function: Press the two wheels of the front car to trigger the sound of the engine and the lights, with upright car logos,the angel logo is stored in the hood. The details of the body interior are realistic. Place the car on a flat ground, press the body and pull it back, the car will drive forward. (With pull back function)
- This Rolls-Royce Phantom 1/32 car model pull back car is very suitable for children to play with. The paint is exquisite and feels good, and it is heavy to hold. It is also very suitable for car model enthusiasts as a decoration.
- Accessories and collections: This product is very suitable for static accessories and can be used as an accessory next to a computer. For those who are passionate about collecting model car models, this is a great art collection.
What Toyota changed in 2023
Toyota introduced a new, chauffeur-oriented Century model alongside the sedan, rather than replacing the sedan. It described the new vehicle under the concept “The Chauffeur,” with an emphasis on rear-seat comfort, customizable experiences, Japanese design references and plug-in hybrid operation. Toyota said the sedan would remain available. The Japan launch release and the world premiere announcement cover the product reveal.
The launch specification illustrates the new model’s proportions and priorities. Toyota’s September 6, 2023 Japan announcement listed a four-seat cabin, a 3.5-liter V6 plug-in hybrid system and E-Four Advanced all-wheel drive. The sedan comparison is included because Toyota presented both as part of the Century range—not because the two body styles serve identical purposes.
Rank #2
- 【Cadillac 1:24 Diecast Model】 This 1/24 scale diecast model is crafted from premium alloy with a sleek glossy finish that resists scratches, fading, and rust. Every exterior detail is faithfully reproduced: the signature grille, the iconic hood ornament, and the sharp body lines that define the real SUV. The high-quality paintwork captures the vehicle's sophisticated styling while maintaining its luster over time. Whether displayed on a shelf, desk, or in a glass cabinet, this model commands attention from discerning collectors who demand precision and authenticity
- 【Alloy SUV model with light and sound】 More than just a static model – press the steering wheel to activate working LED headlights and realistic sound effects, with three light modes to choose from: off, steady on, or trigger-activated. Then open it up. All four doors swing open with smooth resistance. The hood lifts to reveal a detailed engine bay, and the trunk opens to showcase the cargo area. Inside, the front seats slide and recline – a level of detail rarely seen at this scale. With seven opening components, this SUV invites you to explore every inch of its design inside and out
- 【A little car hides big fun】 Pull it back, release, and watch it race forward – the pull-back motor delivers instant driving fun. Meanwhile, the four-wheel independent suspension system mimics real SUV handling, absorbing bumps as it rolls across desks or tabletops. The steering wheel is mechanically linked to the front wheels, allowing you to actually steer and turn just like the real vehicle. Combined with opening doors, hood, and trunk, this model offers hands-on enjoyment that static displays simply cannot match
- 【The perfect gift】 Measuring just 9.8 x 4.9 x 4.7 inches and weighing 1.32 lbs, this compact model fits perfectly anywhere – on a desk for a quick escape, on a shelf as curated decor, in a display case alongside your collection, or as a centerpiece in an office. The included display stand adds a polished, museum-quality touch for showcasing. Housed in an exquisite gift-ready box, it arrives ready for presentation – no extra wrapping needed. Perfect as a birthday gift, scale model collectors, or as a memorable present for any car lover
- 【Durable + After-Sales Support】 Constructed from premium-grade diecast metal with reinforced metal hinges on all opening parts – four doors, hood, and trunk – this SUV is engineered for longevity. The alloy body resists scratches and dents from regular handling, while the moving parts are designed for repeated operation without loosening over time. It's a rare model that balances collectible-grade precision with daily-handling durability. Backed by responsive customer support, your satisfaction is guaranteed. Add the NOVAFUSION 1/24 XT6 to your cart today
| Toyota-listed specification | New Century model | Century sedan |
|---|---|---|
| Length | 5,205 mm | 5,335 mm |
| Width | 1,990 mm | 1,930 mm |
| Height | 1,805 mm | 1,505 mm |
| Wheelbase | 2,950 mm | 3,090 mm |
| Weight | 2,570 kg | 2,370 kg |
| Seating capacity | 4 | 5 |
| Powertrain and drive | 3.5-liter V6 plug-in hybrid; E-Four Advanced all-wheel drive | Not stated in the cited comparison table |
These are the figures Toyota published for the model at its 2023 launch; they should not be treated as confirmation of current specifications in every market. The same Japan announcement gave the new model a launch MSRP of ¥25,000,000, including consumption tax, excluding options and recycling fees, and noted that Okinawa pricing differed. Toyota also announced a Japan sales volume of 30 units per month. Both figures describe the 2023 launch announcement, not verified current pricing or a guaranteed ongoing allocation. Toyota’s release provides the qualifications.
Why make Century a separate brand above Lexus?
At the Japan Mobility Show on October 29, 2025, Toyota chairman Akio Toyoda announced the decision to launch Century as a brand. He described its outward purpose as carrying Japan’s story and identity: “We want to cultivate it as a brand that brings the spirit of Japan―the pride of Japan―out into the world.” Toyota’s Century press briefing records the announcement.
The Tool Desk
Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Rank #3
- Luxury Die-Cast Design – Bold, chic styling in 1:64, 1:32, and 1:24 scale, crafted with precision to make a striking statement in any collection.
- Opening Features – Includes functional opening parts for a detailed and interactive experience.
- Premium Rubber Tires – Enjoy smooth rolling action with high-quality, realistic rubber tires for added authenticity.
- Vibrant Colors & Finishes – Hand-picked luxury cars featuring a range of stunning colors, unique paints, and sleek finishes.
- Jada Toys – Renowned for quality and attention to detail, Jada Toys offers must-have collectibles for car enthusiasts and toy collectors alike.
Toyota’s 2025 Integrated Report places Century above Lexus as an exclusive ultra-luxury brand. At the same show, Lexus chief branding officer Simon Humphries said Century’s position gives Lexus room to strengthen its offering in the heart of the luxury market. In other words, Toyota is describing a portfolio distinction: Century is intended to occupy the company’s highest, most exclusive tier, while Lexus can focus on the broader luxury segment. Toyota has not quantified the commercial impact of that arrangement. Toyota’s Integrated Report 2025 and the 2025 Lexus briefing explain the positioning.
Does “Rolls-Royce-fighting” mean Toyota has matched Rolls-Royce?
No. The phrase is a shorthand for Toyota’s ultra-luxury ambition, not evidence of like-for-like competition or parity. Toyota’s cited statements establish its own intended position and its Japanese identity; they do not compare the brands on craftsmanship, customization or coachbuilding, customer perception, pricing, global availability, dealer and service networks, production volumes or sales.
Rank #4
- Material:This model car is made of zinc alloy body,rubber tires and plastic parts.With Detailed interior and exterior trim, It is very sturdy.Car gets multiple processing, grinding sharp corners to prevent cuts child.
- Sound and light:Car doors,hood and trunk can be opened, accompanied with lights&sounds.Press the car body and open the doors can trigger the lights and real sounds.
- Pull back Cars:Place the car on the ground,just pull it back ,the model car will drive forward.Your kids can use it to play a chasing game with their friends.
- Size:Lamborghini Sian FKP37 is 1 /32 scale,Approx.6.3 * 2.7 * 1.6 inches.The size is similar with adult hands.It is very suitable for little boys and girls to grip.
- Gift:Fine workmanship,exquisite box with a display base,ideal birthday gift and holiday gift for kids boys and men who like collect model car.
A credible side-by-side comparison would need evidence about both companies across those dimensions. The Toyota material cited here supports a careful explanation of Century’s history, chauffeur focus, product and announced place above Lexus. It does not establish where Century stands against Rolls-Royce in the market, or how customers will receive the new brand.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the strategy adds up to
Toyota’s plan links a product change to a brand change. The 2023 model extends Century’s chauffeur-first approach to passengers who want a more useful, flexible rear cabin, while the 2025 decision gives the name a separate role above Lexus and an explicit mission to represent Japanese identity internationally. The ambition is to make Century more than an established sedan or a label associated with senior executives; whether it becomes a global rival to Rolls-Royce will depend on evidence Toyota has not yet provided in these announcements.
Outdated Drivers Are Slowing You Down
One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchWindows Errors? Fix Them Before They Spread
Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallQuick Recap
Best Value
- 【XT6 1:24 Diecast Model】 This 1/24 scale diecast model is crafted from premium alloy with a sleek glossy finish that resists scratches, fading, and rust. Every exterior detail is faithfully reproduced: the signature grille, the iconic hood ornament, and the sharp body lines that define the real SUV. The high-quality paintwork captures the vehicle's sophisticated styling while maintaining its luster over time. Whether displayed on a shelf, desk, or in a glass cabinet, this model commands attention from discerning collectors who demand precision and authenticity
- 【Alloy SUV model with light and sound】 More than just a static model – press the steering wheel to activate working LED headlights and realistic sound effects, with three light modes to choose from: off, steady on, or trigger-activated. Then open it up. All four doors swing open with smooth resistance. The hood lifts to reveal a detailed engine bay, and the trunk opens to showcase the cargo area. Inside, the front seats slide and recline – a level of detail rarely seen at this scale. With seven opening components, this SUV invites you to explore every inch of its design inside and out
- 【A little car hides big fun】 Pull it back, release, and watch it race forward – the pull-back motor delivers instant driving fun. Meanwhile, the four-wheel independent suspension system mimics real SUV handling, absorbing bumps as it rolls across desks or tabletops. The steering wheel is mechanically linked to the front wheels, allowing you to actually steer and turn just like the real vehicle. Combined with opening doors, hood, and trunk, this model offers hands-on enjoyment that static displays simply cannot match
- 【The perfect gift】 Measuring just 9.8 x 4.9 x 4.7 inches and weighing 1.32 lbs, this compact model fits perfectly anywhere – on a desk for a quick escape, on a shelf as curated decor, in a display case alongside your collection, or as a centerpiece in an office. The included display stand adds a polished, museum-quality touch for showcasing. Housed in an exquisite gift-ready box, it arrives ready for presentation – no extra wrapping needed. Perfect as a birthday gift, scale model collectors, or as a memorable present for any car lover
- 【Durable + After-Sales Support】 Constructed from premium-grade diecast metal with reinforced metal hinges on all opening parts – four doors, hood, and trunk – this SUV is engineered for longevity. The alloy body resists scratches and dents from regular handling, while the moving parts are designed for repeated operation without loosening over time. It's a rare model that balances collectible-grade precision with daily-handling durability. Backed by responsive customer support, your satisfaction is guaranteed. Add the NOVAFUSION 1/24 XT6 to your cart today
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.
