Toyota has recently unveiled this new Century project, set to redefine vehicle luxury. The past decade alone has seen an exponential rise in unique and advanced vehicle projects across major automobile companies. The main focus of recent years has pertained to alternative engine solutions, specifically electric vehicles, as the automobile world looks to transform itself towards carbon-neutrality. However, other projects have continued to emerge (and are underway) beyond alternative engine technology.
New vehicle projects seen on the road by developers
With the climate and energy crisis being a major concern across the industry, the rise in alternative engine technology on the road has been substantial. The electric engine has emerged as the dominant force in this regard, with automobile developers continuing to release new electric models to compete to offer the most efficient and futuristic electric technology.
Much of this competition stems from the phenomenal success American electric automobile developer Tesla received upon the release of their luxury electric vehicles in the early 2010s. Tesla did what no other automobile developer had done before: they successfully swayed public perception of electric vehicle technology to be viewed as the pinnacle of luxury and engineering performance.
Up until now, Tesla has maintained both local and global dominance of electric vehicle sales. However, other competitors are now emerging, toppling Tesla’s global success to second place. Chinese electric vehicle company BYD recently took the spot for the most global electric vehicle sales, showcasing a shift in market dominance for the near future.
Toyota reveals its newest Century project to the world
Not to be outdone, other automobile vehicle developers have continued to showcase their advanced alternative engine solution capabilities by producing engines that are not limited to electric technology. One such industry leader has been Toyota, which has not only continued to advance their electric vehicle solutions but has also made itself known as a pioneer and lead producer of hydrogen fuel-cell engine technology.
On top of their alternative engine solutions, the Japanese company recently unveiled details regarding their Century project. This month, the company announced that it would be introducing a new luxury vehicle brand alongside Lexus. The company announced that it would be selling its most luxurious models under the Century brand name. Currently, Century models are limited to the Japanese market, but this shift means that we can expect to see Century go global. It is expected that these models will compete with the likes of developers such as Porsche, Bentley, and Jaguar. These luxury models don’t slack on power, with the third generation of G70 vehicles acheiving an output od 401hp.
Toyota advanced into the American market with this project
Toyota’s expansion of a new luxury range joins its plans to expand other vehicle models globally, including expanded plans to break into the American pickup truck market. Within the next two years, the company is expected to release the following vehicles to American consumers:
- A small pickup model, the first of its kind.
- A brand new Hilux model.
While Toyota has seen success with its current pickup truck lineup, with the Toyota Tacoma seeing success in the midsize truck market, the company will have to compete with the likes of the Ford Maverick if it plans to see success in the small pickup market.
We could see Toyota’s answer to this model by 2028, with the new Hilux model expected to debut as early as 2027. Toyota’s strategic choice to assert dominance in the American market by developing its pickup truck solutions highlights how the company remains attentive to the unique consumer bases it serves. Toyota has long held a reputation for continuing to be adaptive, offering a variety of solutions in order to reach a consumer base as extensive as possible.
