When it comes to super SUVs, those that combine luxury and high performance, brands such as Lamborghini, Rolls-Royce and Bentley have dominated the super SUV market, creating models that combine luxury with impressive power.
It would seem that a brand like Toyota, known for its reliability and affordable models, would have no place in this segment. However, the Japanese brand is proving that it can compete at the same level with the Century GRMN SUV, a pickup truck that promises luxury and performance on par with the giants.
Since its debut in the 1960s, the Toyota Century has been the ultimate embodiment of Japanese luxury. Originally a sedan that served as a symbol of status and elegance in Japan, this model has evolved to include an SUV variant.
This move was already surprising to many, but Toyota didn’t stop there. Akio Toyoda, former president and now head of the brand, is known for making bold decisions, such as launching a sporty version of the Century simply because he liked the idea.
This is how the Toyota Century GRMN SUV was born, a version that seeks not only to maintain the luxury that characterizes the Century, but also to add a sporty touch that places it in the league of super SUVs.
To understand the relevance of this movement, it is important to consider the luxury SUV market. Models such as the Bentley Bentayga and the Rolls-Royce Cullinan They are not only status symbols, but also examples of how the automotive industry has evolved to meet the demand for vehicles that offer the best of both worlds: luxury and power.
In this way, the Century SUV, in its standard version, is already positioned as an alternative to these models, but the Century GRMN takes this a step further.
Unlike the GR versions, the term GRMN, which stands for Gazoo Racing: Masters of the Nürburgring, is the fiercest label Toyota can put on a vehicle. It indicates that the vehicle has not only been improved in terms of design and aesthetics, but has also been subjected to rigorous testing on one of the most challenging tracks in the world – the Nürburgring in Germany.
While details about the engine the Century GRMN will get are still sketchy, it’s expected to outperform the base model’s 3.5-liter V6 hybrid, which delivers about 410 hp.
So the fact that Akio Toyoda has mentioned his interest in making this model available “to more people than just himself” suggests that Toyota intends for the Century GRMN to be not just a design exercise or a personal whim, but a real contender in the super SUV market. While the Japanese market is the primary focus, the potential for expansion into other markets, such as China, cannot be ignored.
Toyota’s decision to enter this segment may seem surprising, but it makes sense when you look at the bigger picture. Today, SUVs have become a mainstay for many luxury and performance brands.
Even supercar manufacturers, which have traditionally focused on faster, more compact models, have had to adapt to this trend in order to increase their sales figures. In this context, Toyota, a brand that already has a strong presence in the global market, is proving that it can compete in any segment it sets out to, including the super SUV segment.
While it may seem surprising that Toyota is competing in the super SUV segment, the arrival of the Century GRMN SUV shows that the brand is willing to defy expectations and prove that it can compete with the best.
With a focus on luxury, performance and a touch of boldness, Toyota is ready to join the super SUV battle, and the Century GRMN is likely to leave a lasting impression on the market.
