At first glance, one may find the Century simplistic, even austere. But as any connoisseur will affirm, it’s this very simplicity that sets the Century apart. True luxury lies in the story, expressed through its details, and this Japanese masterpiece personifies that belief. From its lacquered wooden panels made by master craftsmen to the carefully woven Hisho fabric for the interior, each element speaks of a dedication to perfection that only a few brands can boast of. 

A remarkable aspect is that Toyota always respected the cultural capital the brand has and never tried to please anyone besides the local target audience. While other brands often gambled their brand identity to the tastes of other markets, Toyota stayed true to its story and to its execution. It would have been easy to make the brand loud, succumb to logomania, black badges, or other trends, yet the story of subtle sophistication at the highest level always was respected.

Enter the new Toyota Century SUV. Mirroring the formidable qualities of the Rolls-Royce Cullinan, the Century SUV offers a blend of absolute comfort and innovative technology. Yet, it takes a unique approach, one that celebrates the nuances of Japanese luxury. While the Cullinan astonishes with its sheer size and grandeur, the Century SUV seduces with its attention to subtleties. The interior, as expected, mirrors a Japanese tea room, where every space is utilised to its fullest potential yet never feels cluttered. 

It offers the subtle perfection of decades of craftsmanship dedicated to the Century brand, yet appeals in a nuanced way to an audience that increasingly prefers more utility and heft, reflecting a lifestyle where video calls from a car are a reality and people expect more space and versatility. Where other brands launch SUVs that either try to be sportive or make a statement, the Century SUV carries its subdued genes, yet reveals a level of sophistication on the inside at a second glance. It is a new dimension for the brand, even reaching audiences outside of Japan, yet true to its brand story in every aspect.

The new Century SUV boldly challenges the status quo in luxury SUVs. While the Rolls-Royce Cullinan offers a glimpse into what British craftsmanship can accomplish, the Century SUV showcases the zenith of Japanese artisanship. Both vehicles provide unparalleled experiences, yet they speak different languages of luxury—one vocal and grandiose, the other serene and intricate. 

It's refreshing to see cultural differences reflected in the creation of products that speak to the most sophisticated audiences in the world. While Western brands tend to follow each other and appeal to the zeitgeist, the Century SUV defies trends, yet creates desirability in a silent way. It’s a car for those who know, not for those who show.

The Toyota Century has long been a vehicle of choice for Japan’s elite, a silent yet powerful assertion of the country’s understanding of luxury. The introduction of the Century SUV not only extends this lineage but also dares to tread in domains traditionally dominated by Western luxury brands. It forces us to reconsider our notions of opulence, proving that luxury is not merely an attribute but a cultural conversation. And in this dialogue, the new Toyota Century SUV speaks fluently, holding its own against the Rolls-Royce Cullinan.

Named one of the “Global Top Five Luxury Key Opinion Leaders to Watch”, Daniel Langer is the CEO of the luxury, lifestyle and consumer brand strategy firm Équité, and the executive professor of luxury strategy and pricing at Pepperdine University in Malibu, California. He consults many of the leading luxury brands in the world, is the author of several best-selling luxury management books, a global keynote speaker, and holds luxury masterclasses on the future of luxury, disruption, and the luxury metaverse in Europe, the USA, and Asia.

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