Toyota Unleashes a Beast Lineup: Three New Flagships to Challenge Ferrari and Rolls-Royce

On December 30, Toyota announced its bold entry into the ultra-luxury sports car and sedan market, unveiling plans for three flagship models aimed at rivaling Ferrari, Bentley, and Rolls-Royce.

Toyota GR GT
The first flagship supercar from Toyota’s GR division is expected to debut in 2027. Featuring a full-aluminum chassis and a unique hybrid V8 engine, it represents the pinnacle of Toyota’s internal combustion technology. A track-focused GR GT3 version is also planned.

Lexus LFA Successor
Unlike the combustion-focused GR GT, the highly anticipated LFA successor will be fully electric, with a planned release in 2028 or later. As the spiritual successor to the classic LFA, it will showcase Lexus’s high-performance EV capabilities while continuing the legacy of Japan’s supercar king.

New Century Ultra-Luxury Sedan
Toyota is also revamping its Century brand, transforming it from a domestic executive sedan into a global ultra-luxury competitor capable of challenging Rolls-Royce and Bentley. Future models are expected to integrate technologies from the GR GT and LFA.

Toyota Chairman Akio Toyoda emphasized that brand uniqueness and high-end positioning are essential to avoid “commodity homogeneity.” These three flagships signal Toyota’s ambitious push into the pinnacle of luxury automotive performance.