Toyota launches two new brands
At the Tokyo Motor Show, the world's number one announced the launch of the Century and GR brands.
Clearly, owning Toyota, Lexus, Daihatsu, and a stake in Subaru isn't enough for the world's number one automaker to satisfy its thirst for dominance. Akio Toyoda took advantage of the Tokyo Motor Show to announce the launch of two new brands: Century and GR. The former will compete in the luxury segment, while the latter will focus on sports cars.
In Japan, Century is not an unknown brand. As early as 1938, under Kiichiro Toyoda's leadership, Toyota began sketching out the models that would bear the Century signature. This ambition became a reality in 1963 with Shoichiro, Kiichiro's son, and Kenya Nakamura, the Japanese brand's first engineer. Today, Akio, the Toyoda family heir at the helm of the family business, considers it his personal, almost life's mission, to launch the Century brand to honor the memory of his father, Shoichiro, based on the belief that this new brand "must be unique." He continues, "We want to develop it as a brand that spreads the spirit of Japan, the pride of Japan, throughout the world."
The press conference concluded with the unveiling of three vehicles: an orange concept car in the form of an imposing coupe, a sedan, and an SUV. Positioned at the pinnacle of luxury, these models are said to be powered by a 12-cylinder engine. At this stage, little more is known about this new global brand.
A motorsport enthusiast, Akio Toyoda will also launch a sports brand leveraging the expertise of the Gazoo Racing division, which develops and races its cars in the WEC and WRC. Named GR, this label will unveil its program this December.
lefigaro
