The Toyota Century occupies a unique place in the automotive world. Long regarded as Japan’s ultimate luxury vehicle, the Century has traditionally been reserved for business leaders, government officials, and other high-profile clients who value discretion over flashy displays of wealth.
That reputation carried over to the new Century SUV, which launched as Toyota’s flagship utility vehicle. Positioned above anything sold under the Lexus brand in Japan, the chauffeur-focused SUV combines advanced hybrid technology with an exceptionally luxurious interior designed around rear-seat comfort.
In its home market, the Century SUV is already an expensive vehicle. Starting at around $170,000 in Japan, it competes with premium offerings from Bentley, Range Rover, and Mercedes-Maybach while maintaining Toyota’s distinctly understated approach to luxury.
One example currently listed for sale in Russia, however, takes exclusivity to an entirely different level. A lightly used 2024 Century SUV has appeared at a Moscow dealership with an asking price equivalent to approximately $737,000, making it one of the most expensive Toyota-badged vehicles currently offered anywhere in the world.
A Huge Markup Over Japanese Pricing
The vehicle was listed by Royal Motors Club in Moscow and shows just over 1,300 miles on the odometer. According to the listing, the SUV remains in near-new condition and has been protected with a full-body paint protection film.
At 52.9 million rubles, the asking price works out to roughly $737,000 at current exchange rates. That represents a markup of more than four times the vehicle’s original Japanese market pricing.
The extraordinary premium has little to do with the Century itself and much more to do with the realities of Russia’s current automotive market. Since many Western automakers have suspended official operations in the country, luxury vehicles often arrive through parallel import channels that involve additional transportation costs, import complexities, and middlemen seeking substantial profits.
Toyota’s Most Luxurious SUV
While the price may seem shocking, the Century SUV remains one of the most sophisticated vehicles Toyota has ever produced.
Unlike previous Century sedans that were powered by large V12 engines, the SUV uses a plug-in hybrid powertrain built around a 3.5-liter V6 engine paired with electric motors. Combined output is rated at approximately 406 horsepower, while Toyota’s E-Four Advanced all-wheel-drive system handles power delivery.
A battery pack also allows for limited all-electric driving, giving the massive luxury SUV a level of efficiency its predecessors could never match.
Rear Seat Comfort Takes Priority
The real focus of the Century SUV is what happens behind the driver. Toyota designed the cabin around rear-seat passengers, replacing the traditional three-person bench with two highly adjustable executive chairs. These seats feature heating, ventilation, massage functions, and power-operated ottomans designed to create a first-class travel experience.
Passengers also benefit from dedicated entertainment screens, folding tables, four-zone climate control, and premium audio equipment. Acoustic insulation is a major priority, with thick glass and extensive sound-deadening materials helping create an exceptionally quiet cabin.
The example listed in Russia also includes luxury touches such as electrochromic rear windows, a panoramic roof, power-deploying side steps, Alcantara headliner trim, and a glass partition separating the passenger compartment from the cargo area.
Exclusivity Has Become Part Of The Appeal
Toyota builds the Century SUV in very limited numbers, reportedly producing only around 30 examples per month. That rarity alone makes the vehicle difficult to obtain outside Japan.
In markets where official sales channels do not exist, exclusivity can become just as important as the vehicle itself. For wealthy buyers seeking something far less common than a Bentley Bentayga or Range Rover, the Century offers a level of rarity few luxury SUVs can match.
Whether anyone will actually pay nearly three-quarters of a million dollars for this particular example remains to be seen. Even so, the listing serves as a remarkable example of how supply constraints, import complications, and exclusivity can dramatically inflate the value of an already rare vehicle.
For perspective, the asking price places this Toyota firmly in the same territory as exotic supercars and ultra-luxury flagship sedans. That may sound absurd for a Toyota badge, but the Century has never been an ordinary Toyota.