Toyota, a brand synonymous with reliability and mass-market vehicles, has just unveiled something that might raise eyebrows in the hallowed halls of luxury car manufacturers: the Century SUV. At first glance, and perhaps even second and third, it’s hard to ignore the elephant in the room – or rather, the Spirit of Ecstasy on the hood. The all-new Toyota Century SUV appears to be throwing down the gauntlet to none other than the Rolls-Royce Cullinan. Is this Japan’s bold move into the ultra-luxury SUV segment, directly challenging the British icon? Let’s delve into what makes this Toyota a potential rival in the rarified air of Rolls-Royce.
While Toyota might diplomatically avoid explicitly calling the Century SUV a Cullinan competitor, the parallels are undeniable. Slightly more compact than the imposing Rolls-Royce Cullinan, the Century SUV opts for a 3.5-liter V6 plug-in hybrid engine, a stark contrast to the Cullinan’s massive 6.7-liter V12. However, stepping inside the Century SUV reveals a cabin that seemingly matches, if not rivals, the opulent levels of luxury and comfort found in its British counterpart. The most significant difference? The price tag. The Century SUV is slated to retail starting at approximately 25 million yen, or around $170,000. This is less than half the starting price of a Rolls-Royce Cullinan, which hovers around $390,000. This price disparity alone positions the Toyota Century SUV as a compelling alternative for those seeking ultra-luxury without the stratospheric cost.
For decades, the Toyota Century sedan has been Japan’s ultimate expression of automotive luxury, a vehicle largely unknown outside of its domestic market. Serving as the ride of choice for Japanese prime ministers, industry leaders, and even the Emperor, the Century sedan has been an understated symbol of prestige. Now, Toyota is breaking tradition by introducing the Century SUV to the global stage. Interestingly, Toyota plans to market this luxury crossover internationally, marking a significant shift for the Century nameplate. While internally, Toyota might differentiate the models by calling the new version simply “Century” and the original “Century Sedan,” the global media and public are almost universally referring to the newcomer as the “Century SUV”. This new model represents a bold evolution for the Century lineage, adapting to the global demand for luxury SUVs.
Aesthetically, the Toyota Century SUV takes a significant leap from the conservative styling of its sedan predecessor. While subjective, many observers find the SUV’s design to be as proportionally pleasing as the Cullinan, perhaps even more so. The Century SUV’s front end is often described as sharper, more modern, and arguably less overtly flamboyant than the Rolls-Royce. This design direction is crucial for Toyota’s global ambitions for the Century. The sedan, with its classic, almost retro styling reminiscent of Russian Zil limousines, has remained largely unchanged for over half a century. The Century SUV, however, embraces contemporary luxury SUV design cues, hinting at a broader appeal beyond Japan’s traditional customer base.
Inside, the Century SUV prioritizes rear passenger comfort, a hallmark of ultra-luxury vehicles and a clear nod to its Rolls-Royce aspirations. Configured as a four-seater, the SUV boasts two expansive “captain’s chairs” in the rear, offering a level of luxury that Toyota claims approaches that of Rolls-Royce. Ease of entry and exit is also emphasized, with doors that swing open to an unusually wide 75-degree angle, complemented by a convenient side step. This focus on passenger experience, especially in the rear, is a critical element in competing with established luxury marques like Rolls-Royce, where chauffeured comfort is paramount.
Under the hood, the Century SUV’s 3.5-liter V6 plug-in hybrid powertrain delivers 406 horsepower, offering a blend of performance and efficiency. This choice reflects Toyota’s commitment to environmental consciousness, a departure from the traditional large displacement engines often associated with ultra-luxury SUVs like the V12 Cullinan. While currently offered only with the hybrid powertrain, the presence of Yoshikazu Tanaka, chief engineer of Toyota’s hydrogen fuel-cell Mirai, at the Century SUV launch hints at potential future powertrain options, possibly including a fuel-cell variant. This forward-thinking approach to powertrains could further differentiate the Century SUV in the luxury market.
While the Century has a strong legacy as a Toyota model in Japan, the question arises whether its ultra-luxury positioning aligns seamlessly with the Toyota brand in international markets. Some argue that the Century SUV’s elevated status might be more naturally suited to Toyota’s luxury division, Lexus. Positioning the Century SUV in Toyota dealerships alongside models like the Corolla or RAV4 could create a brand dissonance, particularly in markets where brand perception is crucial. However, Toyota’s decision to market the Century SUV under its own nameplate signifies a bold ambition to elevate the Toyota brand itself into the ultra-luxury conversation, directly challenging established players like Rolls-Royce. Whether the Toyota Century SUV can truly steal market share from the Rolls-Royce Cullinan remains to be seen, but it has undoubtedly presented itself as a compelling and more accessible alternative in the world of ultra-luxury SUVs.
