A luxurious version of the Kluger is being planned for Japan, with Toyota said to be leveraging one of its most valued badge names.
A new ultra-luxury SUV is reportedly on the way from Toyota, to sit above the LandCruiser 300 Series in the company’s model line-up.
According to business news outlet Nikkei Asia, Toyota has plans to create an SUV based on the Kluger, and wearing the Century badge of the Japanese car giant’s most opulent luxury sedan, popular among government officials and high-ranking executives.
While the SUV is not expected to replace the Century sedan as the company’s flagship model, the high-riding luxury vehicle is poised to steal some market share away from the likes of the Rolls-Royce Cullinan and Bentley Bentayga, according to those familiar with the plans cited by the report.
However, the unconfirmed report claims the Century SUV will be about half the cost of the sedan, positioning the vehicle at a price point more closely aligned with the Mercedes-Benz GLE, BMW X5, and Audi Q7.
Since entering production in 1967, the Toyota Century has been a range-topping limousine designed for the Japanese market, powered by V8 and V12 engines.
Akio Toyoda, who recently stepped down as CEO of Toyota, reportedly travels around Japan in a white one-of-one GRMN Century sedan – specially modified by the company’s performance arm, Gazoo Racing – while the Emperor of Japan also uses a Century as the Royal Family’s official state car.
MORE: Toyota Century Convertible: One-off drop-top revealed
The report claims the Century SUV is scheduled for launch in the second half of 2023, and will be used to “upgrade [Toyota’s] brand image”.
Toyota currently sells a more luxurious version of the Kluger in China as the Crown Kluger SUV, though it is longer and taller than the model currently on sale in Australia.
According to Automotive News, the Lexus TX is the upcoming name of the North American market luxury SUV based on the recently-revealed, long-wheelbase Toyota Kluger (badged in that market as the Grand Highlander), which is expected to launch mid year.
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