If you thought Lexus was Toyota's most prestigious nameplate, then you'd be wrong. Even before today, Century has always been Toyota's most opulent nameplate—attached to a full-size luxury sedan that remained exclusive to Japan, shuttling the top dogs of the country's business and political landscape.
That's all set to change, as Toyota officially announced ahead of the 2025 Japan Mobility Show that Century is now going to be more than just a nameplate. It's now going to be set free as an ultra-luxury brand of its own that is set to compete with the world's best. How is Toyota going to pull this off, and what are the initial models that you can expect from the brand?
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