Toyota Century to become separate ultra-luxury brand above Lexus

Toyota is considering offering the Century GRMN as a fully customised complete car in its own right and call it "Morizo Edition'

As per reports, Toyota is preparing to introduce 'Century' as a separate ultra-luxury brand. The news was confirmed by an anonymous Toyota executive during the recently concluded Tokyo Auto Show.

Toyota is targeting foreign markets for the Century, which currently consists of a sedan and SUV in its lineup. The Century sedan has been in production by Toyota since 1967 and has gone through three generations. The SUV though was introduced last year, catering to the ever-growing popularity of the body style.

The Toyota executive confirmed stating that, "The Century will actually be positioned above the Lexus brand as an extra luxurious brand." He also confirmed that the SUV will be available in both left-and right-hand drive versions and that it could go on sale in Europe, the Middle East, Asia and the Americas. Customers will also be able to opt either for the standard Century with prices starting at $170,000 or the bespoke GRMN spec whose prices will be in the $220,000 range. Both versions though will get a bunch of upgrades & customisation options.

Powertrain could remain unchanged for the standard Century, while Toyota is yet to confirm the specs of the GRMN version. Reports also state that Toyota is considering offering the Century GRMN as a fully customised complete car in its own right and call it "Morizo Edition' - based on Akio Toyoda's nickname in motorsport circles.

Source: Forbes