Toyota believes that their most luxurious SUV, the Toyota Century SUV, is suitable for young people. The price is even cheaper than a Rolls-Royce.
Quoted by Carscoops, Thursday (5/10/2023), Akio Toyoda, Chairman of Toyota, said that the presence of the Toyota Century SUV is to erase the stigma that the Century brand is synonymous with old people. The reason is that many senior executives in Japan use Toyota Century sedans.
As a result, young people who are already very rich seem reluctant to use the Toyota Century. Instead, they chose the large luxury vans Toyota Alphard and Toyota Vellfire.
“I think this car will be very suitable for young people who previously thought the Century was not for them,” explained Akio Toyoda.
He also believes that the Toyota Century is also capable of reaching other super-luxury SUVs such as the Rolls-Royce Cullinan and Bentley Bentayga. This is because the price of the Toyota Century is now much lower than its European competitors.
For an overview, currently in Japan the Toyota Century is sold for 25 million Yen or the equivalent of IDR 2.6 billion. Compare this with the Rolls-Royce Cullinan which is priced at around USD 335,000 or up to IDR 4.7 billion. The Bentley Bentayga has a price tag of USD 269,865 or around IDR 4.2 billion.
Previously, Simon Humphries, Toyota’s Chief Branding Officer, in a live broadcast on the Toyota Global YouTube channel, today stated the reasons why they needed to present the Toyota Century in the form of an ultra-luxury SUV.
Previously, the Toyota Century was known as an ultra-luxury sedan which was only marketed in Japan. Now the car has transformed into an ultra-luxury SUV like the Rolls-Royce Cullinan and Bentley Bentayga.
“Today’s customers have changed. New generations have entered the industry and they need new ways of working and thinking. This is when Century changes,” said Simon Humphries.
According to Simon Humphries, the customers that exist today are very different from the customers that existed when the Toyota Century sedan was first made in 1967. Now they actually need an ultra-luxury car that can not only be used for work but also for going to the places they want. Don’t know.
“They want a car with ideal space for working but also for resting,” explains Simon Humphries.
