Toyota is evaluating whether to bring its ultra-luxury Century brand – positioned to rival Rolls-Royce and Bentley – to the Australian market. However, rather than selling it through Toyota dealerships, the company plans to assign the task to its Lexus division.
Century’s Position in Toyota’s Lineup
The Century sits above Toyota and Lexus in the corporate structure, yet Toyota’s sales and marketing head, Sean Hanley, confirmed that if introduced to Australia, it would not be sold as a Toyota product. Instead, Lexus, with its established experience in the luxury segment, would handle sales and distribution.
“Given Lexus’s vast experience in that space, they’re the best people to manage it,” Hanley stated.
Current Global Strategy
The Century SUV is already sold through select Lexus dealerships in markets like China and the United Arab Emirates. Toyota is likely to replicate this business model in Australia, if the brand is approved for local sale. The company is currently studying market potential and optimal positioning.
Recent Developments
Toyota recently showcased the Century Concept at the Tokyo Motor Show, generating significant internal excitement. Hanley expressed optimism, suggesting the brand could arrive in Australia within the next two years.
Why this matters
Toyota’s decision highlights a shift in luxury automotive strategy. By leveraging Lexus’s existing infrastructure and expertise, Toyota can enter the ultra-luxury market in Australia without disrupting its established brand image. This approach minimizes risk while capitalizing on the Century’s unique positioning.
The study will assess market demand and optimal pricing to ensure profitability. If successful, the Century could fill a niche above Lexus, attracting customers seeking exclusivity and prestige beyond traditional luxury offerings.
