Key Takeaways
- Toyota intends to put a Century SUV GRMN into production.
- The GRMN badge implies a significant upgrade, indicating it will be a serious high-performance SUV.
- The model will cater to high-end customers, challenging competitors like Rolls-Royce’s Black Badge and Maybach’s Night Series.
Last year, Toyota revealed its most luxurious SUV yet. The Century SUV is the first of its kind and joins the legendary Century sedan at the top of Toyota’s food chain. When it was revealed, Toyota previewed a sporty-looking GRMN variant with sliding rear doors and a sporty, black-painted body kit. This vehicle is a one-off that belongs to Akio Toyoda – but it seems the automaker has plans to introduce a GRMN-badged version for series production.
Speaking to a group of Century customers in China, the chairman of the company confirmed the arrival of a more sporting variant. When asked whether a V8-engined GRMN variant will be offered, Mr. Toyoda said he currently owns the only Century GRMN, adding “Next, I want to make a GRMN that many people from around the world can ride.”
Toyota
Toyota is a Japanese automaker founded in 1937 that has developed a reputation for reliability across a multitude of segments, from sports cars and family sedans to pickup trucks and off-roaders. Famous models from the brand include the Hilux, Land Cruiser, Camry, Crown, and Corolla, the latter being the world’s best-selling vehicle nameplate, with more than 50 million Corolla-badged vehicles being sold since it was first introduced. Toyota typically competes in the mainstream market, but is also famous for launching Lexus as a luxury sub-brand to take on Mercedes-Benz.
Aimed At Youthful Clients Who Value Luxury And Performance
The Century customers in question – all younger than the average owner of a Century sedan – adore their SUVs but want something a bit more exciting, with one pleading with Toyota’s chairman to bring the vehicle to China – a question to which company officials replied with, “Yes, we are planning to.” One of the customers noted that the “previous Century is father’s, the GRMN is ours” hinting at the desire for something high-end and luxurious but with a more youthful and athletic persona.
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There’s no word yet on when the Century GRMN will make its debut, but it won’t be anytime soon, with the chairman noting customers will “have to wait a little bit.” So, what can we expect from a high-performance Century SUV? For a start, it won’t just have slightly lower suspension and more aggressive styling. The mere fact that Toyoda-san referred to it as a ‘GRMN’ and not a GR or GR Sport suggests this will be one serious machine.
GRMN Badge Means Century SUV Is Getting A Serious Upgrade
GRMN is reserved for Toyota’s hottest vehicles (such as the upcoming hardcore Supra) and is usually applied to vehicles sold exclusively in Japan (the Yaris GRMN was offered in Europe, however). What’s more, these cars are all offered in limited numbers, with the most common being the latest GRMN Yaris, of which only 500 were made. With that in mind, the Century SUV GRMN may be offered exclusively in Asia to cater to the needs of high-end customers.
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This could be used to sway monied buyers away from the Rolls-Royce Cullinan Black Badge and Maybach’s various Night Series offerings. However, this is all speculation and has yet to be confirmed. As a reminder, the Century SUV is powered by a plug-in hybrid 3.5-liter V6 engine that produces 406 horsepower. It would be interesting if Toyota shoehorns a V8 under the hood, but given the automaker’s climate goals, this is unlikely. One can only hope for two extra cylinders but, even if that happens, the Century is unlike to reach our shores. We’ll probably have to settle for a top-spec Lexus LX, but then again, the pleading of customers managed to get the lovely Crown Signia stateside, so who knows…
