Could the Upcoming Toyota Century SUV Challenge the Ultra-Luxury Establishment?

So, that means, as far as the rest of the world is concerned, we are only interested in 24 of them. Interestingly, no less than seven of them belonged to Toyota – the 2024 Tacoma mid-size pickup truck superstar, the Yaris Cross for emerging markets, the all-new Alphard for Asian regions, and the Lexus LM, LBX, TX, or the GX 550 off-road hero. And here's the fun fact – they are not slowing down anytime soon.

Instead, the North American and European regions have already gotten a most beloved 'warning' that great Toyota Land Cruiser (Prado or 250) things are coming, for example. Meanwhile, the Halo oto channel on YouTube, which provides fresh automotive info that is corroborated with their virtual designs, has kept their antennas out for confirmation that a new flagship SUV is coming - so now there is a CGI take on the next, fourth generation Toyota Century!

The nameplate has been around since late 1967 as a secluded range of full-size luxury cars and limousines primarily exclusive to the Japanese market – they act as the JDM counterparts to the unrelated, global Lexus LS line. Just three generations have been produced since the nameplate's inception, with the original lasting from 1967 to 1997. The second iteration was, meanwhile, the only one to escape the land of the Rising Sun with limited export-spec models reaching Europe, China, and the Middle East – and some of the left-hand-drive units even traveling to America for promotional and testing duties as well as corporate cars for North American executives.

So, even if the current third-generation G60 Century is nowhere around the United States with its 5.0-liter 2UR-FSE V8 engine taken from the previous-gen Lexus LS600h, there are now renewed hopes that a potential transformation into a flagship ultra-luxury SUV for global markets could mark the official return of the nameplate in America, too. For now, the channel's host only has hints from the Toyota presentation of the Alphard and Vellfire to back the claims. However, that was more than enough for the resident pixel master to imagine the potential looks of the hypothetical Toyota Century SUV.

Naturally, if the rumors pan out, this could lead to an exciting situation with Toyota – instead of Lexus – challenging the established ultra-luxury SUV norm and going after the Bentley Bentayga, Aston Martin DBX, Lambo Urus, BMW XM, Ferrari Purosangue, and Rolls-Royce Cullinan norm. Would you approve of such a wild scenario, and do you think the potential return to the US of the Toyota Century stands a chance against the aftermarket hype of Urus widebody transformations and Cullinan Black Badge customizations?