Toyota CEO Akio Toyoda Owns The Mysterious Century GRMN

Remember the mysterious Toyota Century GRMN that appeared online a few days ago? As it turns out, this one-off is the new company car of Toyota chief executive Akio Toyoda. He’s not afraid to show it off either.

Late last week, the managers behind Toyoda’s Facebook page shared an image of the vehicle, complete with a host of eye-catching GRMN parts. Later that day, Akio San was spotted sliding into the vehicle’s rear seat in front of a crowd of local journalists, clearly not shy of offering the world a glimpse of the unexpected creation.

Hilariously, Akio San told members of the media that he had been specifically told “not to drift” the Century GRMN as it’s outfitted with a plethora of expensive development parts.

From what the images available show, the hotted-up luxury sedan includes a custom bodykit with black trimmings from GRMN. Additionally, there are aftermarket wheels, Yokohama Advan tires, a small carbon fiber rear spoiler, and white brake calipers.

It seems almost certain that the car also has some special things going on under the skin.

Mystery still surrounds the car, however. For example, we still have no idea why it was created and why Akio San is so happy to be pictured in the vehicle. Perhaps it’s all been orchestrated as a PR stunt to show that the Japanese marque can have fun? Alternatively, Toyota may be seriously considering bringing a Century GRMN to the market and is using this one-off as a marketing tool and a way of gauging the public’s interest in such a model?

Whatever the answer is, it’s clear that Toyota is no longer the company purely chasing volume sales it was just a few short years ago.

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  • Honda NSX-R

    “Hilariously, Akio San told members of the media that he had been specifically told ‘not to drift’ the Century GRMN as it’s outfitted with a plethora of expensive development parts.”
    LOL

  • Matt

    I just can’t see a market for it to make it worthwhile to put into production.

    • assassingtr

      Go to Japan. You’ll see the market.

      • Matt

        I was just in Japan. I only saw one new Century on the road.

        They love their G63 AMGs though so maybe this could sell, it’s just that it serves no real purpose (kinda like the G63).

        • Given they are just launched I think it’s normal to see only 1, last time I went to Japan I see several of old Century.

        • Death Metal

          Apart from G63s, what are other popular cars right now in Japan?

          Not testing you btw (if you think that’s the case), just genuine curiosity.

          • ksegg

            G65’s.

          • Matt

            Japan has such a massive variety of models that nothing really stands out amongst the mostly Kei models. I noticed the tiny Suzuki Hustler is popular (mostly with women), as well as new Mazda models.

            Because Japan doesn’t have laws around LHD vehicle importation a lot of the Mercedes that I saw were all LHD (in a RHD market) too.

            I paid more attention to the models I didn’t see – the Corolla and Civic. May have just been the areas I visited though.

          • Death Metal

            Interesting, thanks. I never imagined there would be such a market for lhd models there.

          • In Japan LHD is like a statement, it means you are rich enough to afford foreign vehicle and paid the high tax and also to show that you are skilled enough to drive one.

          • Among foreign cars I saw a ton of Jeep Grand Cherokees! Not only in Tokyo but in many cities throughout Japan when visiting last April. German luxury cars are very popular over there and, as pointed out earlier, many are LHD models.
            Regarding domestic models, of course, you’ll see a million Priuses everywhere; plus kitted-out Toyota CH-Rs and Kei cars.

        • assassingtr

          Lol oh, then I guess I’ll revise my statement to something more specific. Go outside of Roppongi Hills and go anywhere in tokyo

    • Astonman

      I saw a lot of Centuries in China so I think it may do well there.

      • Matt

        I just think the Century is purchased for its understated design and supreme comfort as a chauffeur-driven limo. A hard-riding sports version with a bodykit doesn’t really match the car’s clientele.

        But of course it’s a case of ‘wait and see’ if Toyota is brave enough.

        • Astonman

          It will be interesting. It might reach out to the nouveau rich Chinese that want to stand out from the rest.

      • Interestingly Century were never sold officially in China, all those examples are import.

        • Astonman

          Nice fun fact

    • Well that can also be said to S65 AMG, Alpina B7, Mulsanne Speed and R-R Black Badge. But people still buy them.

      • Matt

        True, but the first three you mention have a history of performance models and are bought by people who love to drive themselves, the Century is a car to be driven in.

        The RR Black Badge gives more power without sacrificing aesthetics or ride. A really low, stiffly-sprung RR with a bodykit wouldn’t make any sense either.

        • And so does car like one I mentioned, it was meant to be driven by chauffeur but still they made high performance version for it.

  • SpongeBob99Swell

    Congrats on your purchase, Akio! :3

    • Bash

      I don’t think he bought it, they’ve just built it and gave it to him. I guess.

  • People often forgot that Akio Toyoda actually commissioned copy of TMG LS650 for him and 10 other executives. He would love to see the car being produced but at that time the LS platform has nearing their end of production.

    https://uploads.disquscdn.com/images/5dea4ecbe67ab601f15a2d998d66261247ece3c9ef95ac92a11e2938e060ce2d.jpg

  • Wandering_Spirit

    Three is no limit to ugliness. We’re all back to the 1990s.

  • sidewaysspin

    Looks good, regal and sporty at the same time.

  • Liam Paul

    boy that is one butt ugly car. I wonder what went wrong in someones life that buying a toyota was their best choice in life

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