Toyota Challenges Rolls-Royce with Lavish Century SUV.
Toyota is entering the high-end luxury SUV market to compete directly with Rolls-Royce, introducing an opulent Century SUV that aims to rival the renowned luxury brand.
On September 6, 2023, Toyota Motor Corporation revealed its latest Century model, opening up orders starting today with plans for a 2023 launch. Despite the introduction of the new model, the Century sedan will still remain in the lineup.
Originally introduced in 1967, the Century has been Toyota's premier chauffeur-driven car, challenging the dominance of Western luxury brands in the Japanese chauffeur car market. The first-generation Century was a groundbreaking effort, combining cutting-edge Japanese technology with a dignified design rooted in traditional aesthetics and a focus on human-centered comfort and quietness. Over the past five decades, the Century has been the go-to chauffeur car in Japan, embodying a unique spirit of hospitality known as "omotenashi," ensuring passengers reach their destinations in utmost comfort.
With changing preferences in chauffeur-driven cars, where passengers seek to utilize their time on the road more efficiently, Toyota's development team decided to introduce a new model. Under the concept of "The Chauffeur," the new Century aims to evolve into a chauffeur car that not only meets current expectations but also looks ahead to the future, preserving the essence, dignity, quietness, and ride comfort characteristic of a Century.
The upcoming Century model will offer full customization on a global scale, catering to the individual needs of each customer. The goal is to provide "freedom in motion—the ultimate freedom of movement" to a wider audience.
Vehicle Outline:
The "stately grandeur" theme is evident throughout in a dignified vehicle adorned with Japanese aesthetic elements.
Majestic, dignified body design with both horizontal and vertical form features.
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