Toyota Launch the New Century In the Philippines, are they hunting Rolls Royce and Bentley?

Toyota has finally done it. After decades of keeping its most prestigious nameplate tucked safely behind the bamboo curtain of Japanese exclusivity, the legendary Toyota Century has officially rolled into South East Asia, starting with the Philippines. Yes, the same Century that has ferried Japanese Emperors, prime ministers, and industrial royalty in serene, whisper-quiet comfort is now available to the region’s most discerning buyers. And frankly, it’s about time.

For the uninitiated, the Toyota Century isn’t just another car; it’s a rolling monument to Japanese craftsmanship. While Lexus has long handled Toyota’s global luxury duties, the Century has remained something altogether different, a vehicle so steeped in tradition that even mentioning “mass production” in its presence feels rude. This is the car that made V12 engines relevant long after the Germans gave up, the car whose wool seats were meticulously chosen because leather was deemed too gauche for the Emperor. It’s Japan’s Rolls-Royce, but with far more humility and far less fuss.

So why bring it to the Philippines? Simple: Toyota has realised that its current range of names, Vios, Wigo, Rush, Hilux, sound like they were brainstormed during a chaotic lunch break. Wonderful cars, yes, but let’s not pretend the branding is thrilling. The Century, however, arrives with gravitas. It’s the kind of name you don’t whisper; you announce it. And for Toyota Motor Philippines, installing this jewel into the lineup instantly elevates the entire showroom. Suddenly the Alphard looks modest. The Land Cruiser looks slightly less smug. Even the Camry stands up straighter.

This move also signals Toyota’s growing confidence in the region’s appetite for ultra-luxury mobility. The Philippines, where the wealthy glide through Manila traffic in convoys of black SUVs, has always had an untapped demand for something more refined, more sophisticated, more… imperial. And nothing says imperial quite like the official carriage of Japan’s Chrysanthemum Throne quietly purring past with its hybrid V8, cosseting its occupants in a cocoon of understated nobility.

Yet what’s most delightful about the Century’s arrival is the ripple effect it will have across Toyota’s brand character. With this singular car now in the family portrait, Toyota suddenly feels a little more glamorous, a little more ambitious, a little more willing to celebrate the pinnacle of its craftsmanship instead of just the practical middle.

South East Asia, welcome to the Century era. And Toyota, congratulations, you finally have a name in your lineup that isn’t bored to death.