Toyota will sell the Century in America starting in 2028, and it plans to do it through far fewer dealers than its upcoming GR GT supercars. That one detail tells you how exclusive Toyota wants this brand to be. The Century, long reserved for Japan’s emperors, prime ministers and CEOs, is finally leaving home as a standalone ultra-luxury marque. Here is what is confirmed, what is not, and where the Century could win or stumble against Rolls-Royce and Bentley.
Table of Contents
Autoakhbar Quick Verdict
- Who should pay attention: Buyers who want ultra-luxury quietness and craftsmanship without paying Rolls-Royce money.
- Who should wait: Anyone who needs a confirmed model, price or badge before deciding. None of that is public yet.
- Biggest question: Will the US get the sedan, the SUV, or both, and will it carry a Century or a Lexus badge?
- Outlook: Promising on paper, but unproven until Toyota shows US pricing and dealer experience.
What Toyota Has Actually Confirmed
Automotive News reported on October 16, 2026 that the Century will reach US showrooms in 2028, as The Autopian covered. That is earlier than the “next several years” expectation set when Toyota first confirmed a US plan in October 2025, around the time Century became its own brand.
The rollout is deliberately narrow. Roughly 100 select Lexus dealers are expected to sell the GR GT and GT3 from late 2027, and Century sales will happen at even fewer locations. Dealers that get the franchise will have to upgrade their facilities and train staff to a higher standard.
Century Sedan vs Century SUV: What Each Offers
| Parameter | Century Sedan | Century SUV | Rival Benchmark |
|---|---|---|---|
| Current generation | Third generation, since 2018 | In production since 2023 | – |
| Powertrain | 5.0L V8 hybrid | 3.5L V6 plug-in hybrid | – |
| Combined output | About 425 hp | About 406 hp | – |
| Platform | Bespoke, hand-assembled | GA-K, shared with Grand Highlander and Lexus TX | – |
| Price | US price not announced | About $171,000 (¥27 million) in Japan | Bentley Bentayga: over $200,000 in the US. Rolls-Royce Ghost: from about $355,000 |
| US availability | Not confirmed | Not confirmed | – |
Figures are from published reports and Japan pricing. US specifications and pricing have not been announced.
Which Century Will Americans Get?
Toyota has not said. The brand currently has two vehicles, the sedan and the SUV, plus a coupe that has not gone beyond its 2025 concept stage. Toyota chairman Akio Toyoda arrived at the Automotive Hall of Fame in Detroit last month in a Century SUV, and Toyota’s technology chief Hiroki Nakajima described it as a global model, according to Vocal Media’s Wheel.
My read: the SUV is the safer bet. American luxury buyers lean heavily toward SUVs, and a conservative chauffeur sedan is a harder sell. But that is analysis, not confirmation.
Century or Lexus Badge?
This is the other open question. Toyota’s Crown lost its distinct identity on the way to America, so there is precedent for folding a special car into an existing brand. Still, Century is now officially its own marque, and a Lexus badge on a Century would undercut the whole “ultra-luxury brand” pitch. Expect this to be one of the biggest talking points before launch.
Also Read : 2026 Toyota RAV4 PHEV Reality Check: Why Buyers Call the £44k Price Tag a “Luxury Tax Trap”
The Real Compromise: Shared Underpinnings
The Century SUV sits on Toyota’s GA-K platform, the same architecture under the Toyota Grand Highlander and Lexus TX, as CarBuzz highlighted. Its plug-in hybrid V6 is also related to the Lexus TX 550h+ powertrain. For a vehicle priced against Bentley and Rolls-Royce, that is the biggest question mark. Toyota’s answer is craftsmanship: hand-finished details, a very quiet cabin, reclining rear seats, a fridge and detachable tablets in the rear. Whether buyers at this level accept a family-SUV platform underneath is something only sales will prove.
The Price Gap Is the Hook
At roughly $171,000 in Japan, the Century SUV undercuts the Bentayga, which starts above $200,000 in America, and sits at about half the price of a Rolls-Royce Ghost. US pricing will almost certainly differ because of import costs, tariffs and dealer upgrades, so treat these numbers as a guide to positioning, not a US price tag.
Deal-Breakers and Open Questions
- Brand recognition: Many Americans will connect the name “Century” with the old Buick, not Japanese royalty.
- Tiny volume: Reports say Century output is only a few hundred cars a year, so supply will be limited.
- Dealer experience: Ultra-luxury buyers expect a different level of service. Toyota is asking Lexus dealers to build it from scratch.
- Competition: Chinese brands such as Yangwang and Huawei’s Maextro are pushing into the luxury space with technology-heavy cars at lower prices, according to reports.
Autoakhbar Bottom Line
The Century has the heritage, the craftsmanship story and a price that leaves room under Rolls-Royce. What it still lacks is a US model list, a badge decision and a price. Until Toyota fills those gaps, 2028 is a promise, not a product. If Toyota prices it sensibly and delivers real exclusivity, it could do what the original Lexus LS did to the German establishment decades ago.
Frequently Asked Questions
When is the Toyota Century coming to the US?
Toyota plans to start Century sales in the US in 2028, according to Automotive News as reported by The Autopian.
Which Toyota Century models will be sold in America?
Toyota has not confirmed. The Century lineup includes a sedan and an SUV, with a coupe still at the concept stage.
How much does the Toyota Century cost?
US pricing is not announced. The Century SUV costs about $171,000 (¥27 million) in Japan.
Is the Toyota Century a Lexus?
No. Toyota launched Century as its own brand. Whether the US cars will wear a Century or Lexus badge has not been confirmed.
