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According to several media reports, Toyota plans to separate the century from the Toyota brand, after which the brand will position the ultra-luxury brand and focus on the top market. It was also reported that during the Tokyo conversion show, an anonymous Toyota executive said in an interview that there is no Toyota logo on the body of Shiji, which will be introduced to overseas markets as a brand of the century, and the century will also become an independent brand. a variety of luxury cars will be sold at the same time.

Toyota Century, first born in 1967, is a top luxury car developed to commemorate the 100th anniversary of the birth of Toyoda Saji, the father of Toyota founder Kiichiro Toyoda. it is also the most luxurious model in Toyota's history, much more advanced than Lexus and Crown models. As one of the top luxury cars in Japan, although the price is only one million yuan, the output is extremely low and is usually limited to the Japanese royal family, politicians and businessmen, which is why Toyota is known as the "Rolls-Royce of Japan".

At present, Toyota Century's first SUV has made its domestic debut at the 2023 Guangzhou Motor Show, and the Chinese name is "Shiji". It should be noted that the Toyota Century unveiled at the Guangzhou Motor Show is not a derivative of the Toyota Century mentioned above, but a new ultra-luxury flagship SUV, the new car positioning brand flagship model, focusing on the luxury market, or selling from 1.98 million yuan, and offering many expensive options, the car will be imported into the domestic market.

From the real car pictures that were unveiled before, in terms of appearance, the front face of the new car is very solid, using a chrome-plated medium mesh design similar to armor, the central suspension brand exclusive Phoenix car logo, and the double-layer split design on both sides of the headlights. the four separate lamp groups look quite magnificent. The front enclosure uses a very traditional shape, which looks very simple and elegant at the same time. In addition, the new car will also launch a GR version, which uses more black components and has a more sporty feel than the regular version. On the side of the body, the new car is designed with straight lines and dense spoke rims to further highlight the weight of the vehicle. In addition, the new car also offers a variety of body colors, including monochrome or two-color paint. In terms of size, the length, width and height of the new car are 5205/1990/1805mm and the wheelbase is 2950mm. In the rear part, the new car is also dominated by a concise design style, with the taillights using the same design as the front face, and four independent lamp groups are highly recognizable after lighting.

In the interior part, the new car design is more luxurious and comfortable, the color matching style is mainly light color, and a large number of leather packages are used in the details, showing the luxury of Toyota's flagship model. The car is equipped with a full liquid crystal meter, a large-size central control screen and an electronic lever, and a large number of touch or physical buttons are retained on the center console. In terms of seat layout, the new car uses two separate seats, providing a maximum angle adjustment of 77 degrees, an independent display, a wide central armrest and a dedicated small table.

In terms of power, the new car and Lexus TX 550h+ hybrid model use similar power, equipped with 3.5L V6 engine, a comprehensive power of 303kW, pure electric range of 69km, equipped with E-Four four-wheel drive system, WLTC operating conditions comprehensive fuel consumption 14.2L/100km.

It is understood that Toyota Century will be produced at the Tahara plant in Japan, with a monthly production limit of 30 vehicles in the Japanese market, which is also the most expensive model in the Japanese market. In the Japanese market, Toyota launched its debut on September 6, 2023 and announced its price, starting at 25 million yen (1.24 million yuan). If the introduction of domestic market sales, coupled with a monthly limited supply, the price of new cars in the Chinese market may rise even higher.

In fact, in recent years, many ultra-luxury brands have launched SUV models, while Toyota Century launched SUV models just as Rolls-Royce built Curinan. Toyota Century launched the SUV version also because of the growing demand for SUV models. As for why Toyota plans to separate the century from the Toyota brand, officials have not yet responded to the news, and the follow-up "auto industry concerns" will continue to follow.

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