There’s perhaps no better proof that crossovers are king in today’s auto market.
Toyota Motor Corp. just updated its top-of-the-line Century luxury limousine.
But instead of keeping the staid four-door layout that has been the Century sedan’s hallmark since 1967, Toyota rebooted the storied nameplate as a sleek, high-riding, SUV-styled limo.
Revamps are rare for the made-in-Japan, ultra-low-volume Century. In 2018, it underwent its first redesign in a whopping 21 years. That update dumped the silky smooth 5.0-liter V-12 engine on the outgoing model for a 5.0-liter V-8 mated to the Japanese brand’s trademark hybrid setup.
Apparently, Chairman Akio Toyoda thought the Century couldn’t wait another two decades to stay in step with the times. Hence, the Wednesday unveiling of the crossover version in Tokyo.
“He knew that Century had to change,” said Toyota Chief Branding Officer Simon Humphries. “New generations are leading new industries, with new ways of thinking and new ways of working.”
The Century joins the growing ranks of luxury utility vehicles — following the Bentley Bentayga and Rolls-Royce Cullinan. But with the Century stickering for a comparatively modest ¥25 million ($170,000) in Japan, the Japanese model still plays in a slightly different league.
Toyota says it will sell the crossover Century alongside the sedan, at least for the time being.
It goes on sale first in Japan, but Toyota is eyeing overseas markets as well. There are no immediate plans to market it in the U.S.; China and other Asian customers are probably a higher priority.
The updated Century crossover carries over the sedan’s stoutly squared and dignified front end and high beltline. The two-seat rear row gets added headroom thanks to the two-box profile, which rounds out with a rear spoiler and steeply raked fast-back tailgate.
It also gets a newly developed 3.5-liter V-6 plug-in hybrid system designed to deliver both power and quiet driving. It functions as a battery-electric for everyday driving and hybrid on long hauls. It has an EV-only range of 69 kilometers (43 miles) under Japan’s transportation ministry rating.
It also gets all-wheel drive with the help of an electric e-axle in the back.
Flexibility is a key element of product planning today at Toyota. And the expansion of the Century range fits Toyota’s recent trend of offering different body types for key nameplates.
In the midsize segment, Toyota is building a family of four Crown variants: a sporty coupe-styled crossover, traditional sedan, jacked-up sedan and large wagon-styled crossover.
A rung down, the Corolla has five family members globally: a sedan, wagon, crossover, hatchback and the sporty GR racer. And the Yaris is available as a hatchback, crossover and a sporty GR hatchback.
In Japan, Toyota forecasts selling only 30 Century crossovers a month.