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Almost two years ago, Forbes reported that Toyota was planning to position ‘Century’ as an ultra-luxury brand to sit above Lexus, presumably to challenge the likes of Rolls-Royce and Bentley. A Toyota executive who chose to remain anonymous let this plan slip at the time, as there was no official announcement from Toyota.
 
But to coincide with the reveal of the dramatic Century ‘One of One’ concept at this year’s Japan Mobility Show, Toyota delivered official confirmation that it planned to sell its most upscale models under the Century brand, above Lexus. This could potentially see the Century brand expand globally, whereas currently, Century-branded models are reserved primarily for the Japanese market.


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Century Brand Proclaimed As Top Dog - Is Lexus Now Toyota's Buick?

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