Toyota Redesigns Rolls Royce Competitor For 2018 - Could It Find Favor In The US?

Favored by Japan’s emperor, as well as high-ranking government officials, wealthy businessmen, and even Yakuza bosses, the Toyota Century is Japan’s most exclusive luxury model. You can think of it as the Rolls Royce or Bentley of the Land of the Rising Sun.

Now, Toyota’s flagship has been fully redesigned after over two decades in production, or 21 years, to be precise. That’s a long time for a model to remain virtually unchanged whichever way you see it, but that’s how Toyota rolls (pun intended) with the Century as the model has only seen three generations in the 50 years since its birth.

Revealed to the world for the first time last fall, the completely redesigned 2018 Century has been released as a Japan-only model with prices starting from 19,600,000 yen ($177,716), without tax, recycling fees and, of course, optional extras.

MDarringer - 6/22/2018 11:24:59 AM

-2 Boost

I'd badge it a Lexus, but without spindle-izing it. I'd ditch the Century name given the Buick low rent connotation. I'd call it Crown and yes I understand that there is a Crown.

Deutschland - 6/22/2018 3:55:48 PM

+2 Boost

I like it...I just don't see much of a market for it here. I like a nice square ass on a big sedan

dumpsty - 6/22/2018 4:04:14 PM

+1 Boost

Haha....that is a bln-$ question.

The Century would be considered a complete knockoff of the original RR design. And it could get Toyota sued by BMW in US b/c the main design intent is very close to the Phantom.

On the flip, there will be a handful of takers. Maybe a lil more than the poor souls that bought a K900. If the Century were marketed to the livery market that could be interesting. But it would be too expensive to operate very many.

MDarringer - 6/22/2018 4:59:34 PM

-2 Boost

And the Phantom has a lot in common stylistically with a Checker Cab, semis in general, and the Chrysler 300 so let's get the lawsuit fest going.

The Century could be Lexus' Maybach and just offering it would be the win.

CANADIANCOMMENTS - 6/22/2018 9:18:31 PM

+3 Boost

I would keep this homage to the 1970's at home with the poorly thought out Gazoo Racing moniker for any performance offering from Toyota.

TomM - 6/22/2018 9:23:44 PM

+3 Boost

I have a friend in Japan who has one - this car is really nothing close to comparing to an RR - although I admit it is Luxurious for a Japanese vehicle.

NO Matter - the car was designed for Japan ONLY - does not meet crash standard outside the country - and would require almost complete redesign for that.

garysandiego - 6/25/2018 7:37:17 PM

+1 Boost

In addition, it is too narrow, the suspension is set up for livery, and both the exterior and interior are designed to appeal to the Japanese taste for, ah, sparse beauty.

MDarringer - 6/25/2018 9:26:02 PM

+1 Boost

One of the projects I've wanted to do is to find a nice Panther platform Lincoln Town Car and convert it to IRS (supposedly surprisingly easy with Expedition parts) and then put a 5.0 from Mustang along with the 10 speed tranny.

Runamukk - 6/22/2018 10:21:18 PM

+1 Boost

The inside looks like a limo version of a late 90's Avalon.

Deutschland - 6/23/2018 2:01:45 PM

+1 Boost

You miss the point of this car. It isn't designed to be modern from a design perspective

MDarringer - 6/22/2018 11:04:33 PM

0 Boost

I would love to own one.

mre30 - 6/23/2018 9:22:25 AM

0 Boost

Toyota has lots of resources to absorb costs of this experiment - they should go for it. I think they would be surprised.

2ndbimmer - 6/23/2018 2:42:21 PM

+1 Boost

I like the old school look, but not resurrecting the style will do well.