Toyota’s new ultra-luxury brand is doomed by its plans to stick to ICE

The Century is considered the most luxurious Toyota, and now it’s being spun off into its own high-end brand. Despite the rumors, the ultra-luxury brand won’t be as electric as expected.

Toyota sets new luxury brand up to fail with ICE plans

First introduced in 1967, the Century was launched in celebration of Toyota’s founder, Sakichi Toyoda’s 100th birthday.

The Century has since become a symbol of status and wealth in Japan, often used as a chauffeur car by high-profile company officials.

Toyota previewed the future of the ultra-luxury marquee at the 2025 Japan Mobility Show in October, launching it as a new standalone brand positioned above Lexus.

The new Century brand is set to rival higher-end automakers like Rolls-Royce and Bentley, but it won’t be as electric as initially expected. Toyota’s powertrain boss, Takashi Uehara, told CarExpert that the luxury brand’s first vehicle will, in fact, have an internal combustion engine.

Although no other details were offered, Uehara confirmed, “Yes, it will have an engine.” As to what kind, that has yet to be decided, Toyota’s powertrain president explained.

Like the next-gen Lexus supercar and upcoming Toyota GR GT, Uehara said the Century model could include a V8 engine.

The Century has been Toyota’s only vehicle with a V12 engine. In 2018, Toyota dropped the V12 in favor of a V8 hybrid powertrain for its third-generation.

Toyota’s Century launched its first SUV in 2023, currently on sale in Japan with a V6 plug-in hybrid system alongside the sedan.

Already widely considered the biggest laggard in the shift to fully electric vehicles, Toyota doubled down, developing a series of new internal combustion engines for upcoming models.

Century is one of the five global brands the Japanese auto giant introduced in October, along with Daihatsu, GR Sport, Lexus, and Toyota.

Electrek’s Take

It’s not surprising to see Toyota sticking with ICE for its ultra-luxury Century brand, but it will likely be a costly move.

Chinese auto giants, such as BYD and FAW Group, are quickly expanding into new segments, including high-end models under luxury brands such as Yangwang and Hongqi.

These companies are now expanding into new overseas markets, like Europe and Southeast Asia, where Japanese brands like Toyota have traditionally dominated, to drive growth.

Top luxury brands, including Porsche, BMW, and Mercedes-Benz, are already struggling to keep pace with Chinese EV brands. How does Toyota plan to compete with an “ultra-luxury” brand that still sells outdated ICE vehicles? We will find out more over the coming months and years as new sales data is released.