2024 Toyota Century SUV - design Review
Toyota is not a name that comes to mind when you think of ultra luxury, but ever since the sixties, they have been on top of it in their home market. With a limited run of sales outside of Japan, its name may not be on a global scale, but the Century products from Toyota are top of class when it comes to all the creature comforts of the world. For 2024 Toyota has finally decided to give us an SUV counterpart to the high-class Century sedan. This may come as a surprise to some, but the need for an SUV in today’s global climate is more than an extra product offering. It’s a necessity if you want to grow your brand and that is what Toyota wants to do with its Century nameplate. Similar to Audi with Horch and the Mercedes-Maybach models, Toyota wants to create a new lineup of ultra high-end cars which cater to the elite crowd of the world. This may seem like a high step for Toyota to climb, but they do have experience when it comes to quality. Now all the need to do is step into the limelight and show how great their product is to the competition. But is this the best time too release another high-end brand, as Aurus has just entered the ring and Jaguar, Hongqi and Maserati are moving up the luxury food chain. Can Toyota really make a global statement with a vehicle no one has heard of, even if it has an illustrious career chauffeuring Japan’s elite and even their Emperor around? Only time and a good review of its new SUV’s design can help us uncover the truth behind this new Toyota brand. Toyota is known globally for two (2) things from its past. Great quality and simple designs. Although the latter is now changing, their past is riddled with bland and boring designs. This all changed a few years ago when Akio Toyoda took the helm. He noticed very quickly that Toyota had lost their mojo and wanted to inject some fun back into his company. This is true of their products today, but when it comes to the all-new Century SUV, that theory gets lost as Toyota has been vary cautious about its top tier products design. Up front this new SUV seems to follow the crowd, rather than trying to lead it. Sporting the same front-end appeal as the Rolls Royce Cullinan, it seems that Toyota has forgot what China has taught us. Don’t copy the greats to become them, lead them. This was lost when it came to the design team for the Century SUV, as nearly every aspect, minus the headlights, have been taken from the Cullinan. With similar lines from the ground up, the front of the Century SUV is one complete knock off of what it wants to compete against. Adding on a dedicated bumper, instead of blending it in like Rolls did, gives the lower portion of the front a bit more sport appeal compared to the competition. Although the size of the intakes and layout of the spoiler should be flipped. Larger intakes which are more inset would add more sport appeal to this front. Add on a flat separate front spoiler and this SUV could become the most fun SUV in the high-end market. Although those changes could help benefit the overall lower portion, an updated grille could enhance the luxury appeal of the top portion. We all know that flat hoods are #1 when it comes to high end, but a separate radiator style grille adds a touch of class to the front end. We are not saying Toyota should go all Rolls Royce on its grille, but maybe add on some chrome accents to the exterior of the grille to break it away form the rest of the front. Remember that actual chrome is what really makes a perfect high-end car, as chrome is slowly being outlawed due to its environmental concerns. We do have to give credit to Toyota, as they did manage to find a better way to integrate their headlights into the front end. But maybe a touch of crystal and chrome added with a small touch of tint, could make these lights appear more luxurious. Not saying they are bad, but they come off like Toyota borrowed some parts from Hyundai’s Genesis brand.  Rolling down the body line, you find yourself coasting along a perfectly placed shoulder edge which runs smoothly off to the rear. Unlike Rolls, Toyota managed to keep the hard edges of their design to a minimum, as both the roofline, bodyline and lower skid run on perfectly smooth lines. This is something that Rolls may want to take notice of, as the Cullinan gets hit hard when it comes to its hard edges and lack of true character. Toyota did a handsome job of keeping their design clean along its side profile, but could have done away with the lower cladding. Where as we know that cladding is a part of standard products to help with dents and dings. Sure, this is a great feature for this model to stay safe, but only true elites will know that more steel showing, means more class. Some reduction here could add more luxury to the overall appeal of the Century SUV and bring it more in line with the competition. One key feature where Toyota really wins the luxury day, is when it comes to its tire and wheel combination. Unlike the competitions oversized steel and chrome covered wheels, Toyota has opted for a cleaner multi-spoke layout which insinuates a comfortable ride. And if you have ever ridden in a Century sedan, then you know that these rims are a perfect fit for its ride quality. They also add a touch of curb cruising class to this model, which may make the centrepiece of future music videos. Hey, the original 300 became a centrepiece due to its low ceiling and high beltline image, maybe the Century SUV can do the same.  Out back is where a bit of difference between the Cullinan and Century starts to come out, as Toyota has spent a bit more time on its rear than Rolls did. The feel of luxury is nearly here, but without and chrome accents, this rear is nothing more than a reflection of past Toyota’s. Along the bottom, Toyota has given us a rear skid plate which ensures the very few who do venture off road, will not damage their vehicle. For the rest of us, it means that parking lot curbs won’t harm us. This is a good feature to have, but again not something that the elite of the world really care about. They can always pay to fix their car if something happens, so showing a bit more steel means more to them, than some added protection. Higher up, Toyota again has borrowed some light fixtures from Hyundai’s Genesis brand, as the split lights are reminiscent of the GV80. A vehicle which Toyota needs to shy away from, as its on the edge of being a premium or luxury model, and this is supposed to be a high-end product. Unlike the competition, Toyota has decided to add both the companies name and symbol to the rear. A simple name in between the light fixtures would have sufficed. But maybe if it rested on top of a better accent colour. Gun metal grey, anyone? One thing Rolls has over Toyota may be an illustrious career in the high-end marketplace, but it also has better knowledge of how to properly execute a rear window layout. Toyota seems to have missed the mark here, as the hatch comes with a dedicated trunk lid and simplified roof spoiler. Better integration with both is recommended for this product next generation. Maybe smooth things out between a larger rear window which runs from the bottom of a D-Pillar hugging roof spoiler down to a rolling deck lid. This may give this product mor attention to its overall rear. Toyota did miss one key feature when it came to the Century’s rear end. Exhaust ports. Yes, we still need these to show how much power your product is running, as the competition is running from 8 – 12-cylinder models. Toyota should add in a dedicated exhaust port with dark accents to show that this product means business. Not is about creating some new business for a standard brand.  Toyota’s overall appeal is somewhat appalling as this is a company who leads in both of its main markets. The new Century is not a leader in anyway, as it follows the complete layout of an existing product. Maybe this is why it was awarded a CopyCat award, one of the very few which Toyota has. Too bad, as the Century SUV could have been way better if it had utilized more from its sedan sibling. Sure, the sedan does have bland styling, but it does sport more integration with its lower body protection and comes with a chrome grille. These may be the key areas Toyota has to work on for the 2nd generation Century SUV. Everett J. #autolooks COMPETITION: Rolls Royce Cullinan - 51.86% Aurus Komendant - 56.75% Hongqi LS7 - 55.80% Bentley Bentayga - 52.70%
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