Toyota has set the stage for a remarkable showdown in the luxury SUV arena with its latest creation, the Century SUV. At first glance, it’s hard not to draw comparisons with the illustrious Rolls-Royce, and for good reason.
The Century SUV, slightly smaller than its Rolls-Royce counterpart, boasts a 3.5-liter V6 plug-in hybrid engine, delivering opulence at a fraction of the cost. Priced at approximately $170,000, it stands as a compelling alternative to the Rolls-Royce Cullinan, which starts at around $390,000.
In a bold move, Toyota is expanding the reach of the Century SUV beyond its native Japan, introducing it to international markets, including the competitive Middle East. While Toyota remains discreet about positioning it directly against the Cullinan, the Century SUV’s pricing and features make it a formidable competitor.
Aesthetically pleasing, the Century SUV exudes sophistication. Its well-proportioned design, coupled with a sharper and less ostentatious front end, marks a departure from the traditional styling of the Century sedan. This evolution is a welcome change, especially considering the sedan’s design consistency over its 55-year history.
Key Features of the Century SUV
- Affordability: Priced at $170,000, offering a luxurious experience at less than half the cost of its competitors.
- Design Elegance: A well-proportioned and aesthetically pleasing SUV with a sharp and sophisticated front end.
- Global Presence: Toyota introduces the Century SUV to international markets, expanding its competition beyond Japan.
Evolution of the Century
The Century’s journey began in 1967 as a domestic sedan, gradually evolving through three generations. From a 4.0-liter V8 to Japan’s first-ever 5.0-liter V12 engine and, most recently, a V8-hybrid, the Century has been the choice of Japan’s elite, from prime ministers to industry leaders.
Eco-Friendly Innovation
Emphasizing environmental responsibility, Toyota equips the Century SUV with a 406-hp 3.5-liter V6 plug-in hybrid powertrain. This decision reflects a commitment to sustainable luxury, departing from the V8 hybrid used in the sedan version.
Luxury and Comfort
The Century SUV, designed as a four-seater, focuses on providing unparalleled luxury to back-seat passengers. Two lavish captain’s chairs, wide doors opening to a 75-degree angle, and a convenient side step ensure a comfortable and elegant entry and exit.
Looking Towards the Future
While the initial launch features the V6 plug-in hybrid, Toyota hints at potential future developments. Yoshikazu Tanaka, a top engineer at the launch event, suggests the possibility of a fuel-cell version, demonstrating Toyota’s dedication to innovation and eco-friendly alternatives.
Brand Reflection
The Century SUV’s luxurious nature prompts contemplation on its brand placement. While firmly established as a Toyota model in Japan, the international market might find its opulence better suited for the Lexus brand. Launching it alongside everyday models like the Corolla and Camry might not fully capture the essence of this luxury SUV.
Toyota Century SUV emerges as a compelling contender in the luxury SUV landscape, challenging established players with its affordability, eco-friendly approach, and refined design. As it steps onto the global stage, the Century SUV promises to redefine expectations and captivate a new audience with its unique blend of luxury and innovation.