Riding high on record sales, Toyota is spinning off the Century nameplate into its own luxury brand, aiming to throw the gauntlet down to Bentley, Rolls-Royce, and other established brands. But as Hyundai has discovered with its Genesis brand, Toyota has a lot of work to do, especially in markets outside of Japan, to convince shoppers it doesn’t just build reliable cars but ones that can command premium price tags.
Toyota is now taking steps to make its big ambitions for the Century brand known. Earlier this week, the flagship Aoyama Lexus dealership in Tokyo, Japan, was remodeled to include a special Century Studio, where the company’s bright orange two-door Coupe concept is on display alongside a classic Toyota Century sedan.
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