Featured Toyota to Debut Next-generation Century at Tokyo Motor Show 2017

Toyota to Debut Next-generation Century at Tokyo Motor Show 2017 | TOYOTA Global Newsroom

Looks like this is the outgoing Lexus LS 600h's powertrain, which is a quite old one, but given how conservative Toyota usually is with the Century, hybridizing it in and of itself is pretty radical, even if it's a 12 year old powertrain.

 

Note that this car is basically the old money luxury car of Japan. Extremely conservative (I don't mean that in the American political sense), which is also why the styling hasn't changed much between the generations, and this is only the third generation since 1967.

 

Trademarks are only applicable in the countries in which they're registered. And, Toyota got the Century trademark in Japan first.

 

As far as market role, not really, and I'd even go so far as to say that there isn't a comparable model at all, across any brand, in the US.

One thing affecting things is that this is a car that you get driven in, you don't drive it, and in the US, that is not something that is commonly combined with both high luxury and an explicit attempt to not be ostentatious.

Mechanically, this is easier - the Lexus LS 600h L Executive is the closest thing we've gotten here. Same powertrain, I wouldn't be surprised if it's the same platform, same wheelbase, a lot of the same amenities (although the Lexus has leather, this has the traditional wool interior). And, with the Executive, it's also the trim that's meant for the owner to be in the back seat.

As far as understated luxury... the Toyota Land Cruiser is Toyota's main entry for the US market. But, you wouldn't usually be driven in one.

Outside of the Toyota brand, for current models... I'm going to say for role - that is, understated and you get driven in it - something like a Chevrolet Suburban Premier or GMC Yukon XL Denali. That's the closest I can come, although it's significantly downmarket from the Century. The Escalade is closer in market position, but it's carrying a luxury badge. Maybe, in the past, the Lincoln Town Car - it could be your grandparents' retirement gift to themselves, or it could be a full-on limousine - but even that's got a luxury badge.