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Toyota elevates Century into a standalone ultra-luxury marque
At the 2025 Japan Mobility Show, Toyota announced a dramatic reinvention of one of its most revered nameplates: the Century. Once the quiet symbol of Japan's domestic luxury class, Century has been reborn as a full-fledged ultra-luxury brand positioned above Lexus and aimed squarely at the same buyers who typically consider Rolls-Royce or Bentley.
A heritage-driven rebirth
The Century has always been more than a flagship sedan; it was conceived as a national emblem. Launched in 1967 under chief engineer Kenya Nakamura, the first Century was built with the guiding idea of being fundamentally distinct. That philosophy informed subtle design cues inspired by Japanese crafts: an emblem with Edo-style metalwork, Nishijin-ori brocade on interior trims, and restrained but meticulous detailing throughout the cabin.
Toyota chairman Akio Toyoda referenced this lineage at the reveal, invoking the company’s founding ambition to shape Japan's automobile industry. The new Century keeps those cultural roots intact while escalating the model's global aspirations — a clear sign Toyota intends to export the 'pride of Japan' to a wider luxury market.
The most striking statement: the Century Coupe concept
Arguably the most provocative piece of the launch was the Century Coupe, a bold two-door concept that departs sharply from the four-door limousine tradition. The Coupe is finished in a deep, almost glowing orange that reportedly required some 60 layers of paint — a craft-forward detail meant to underline bespoke luxury and visual drama.
Inside, the cabin takes an equally radical approach. The driver is separated from the rear-seat passenger by a wooden console and a laser-like divider, while the front passenger seat is pushed rearward to emphasize chauffeured comfort. Details include an analog clock, premium materials throughout, and a yoke-style steering interface instead of a conventional wheel. Doors are asymmetrical: sliding double doors for the passenger side and a single, conventional door for the driver, which reinforces the Coupe's mix of show-car theatrics and practical intent.
Powertrain and engineering: deliberate ambiguity
Toyota kept technical specifics intentionally vague. The Coupe appears to share little mechanically with the current Century sedan (which is known for its naturally aspirated V8) or the plug-in hybrid SUV variant (based on a V6 hybrid layout). Visual cues such as hood vents hint at retained internal combustion or hybrid elements, but Toyota has not confirmed final powertrain details. Expect a mix of traditional V-engines, advanced hybrids, or even bespoke powertrains tailored to ultra-luxury buyers.
- Notable revealed variants: restored classic Century sedans, a bespoke Century SUV, and a GR-tuned version of the current sedan.
- Design focus: craftsmanship, traditional Japanese motifs, and high-end bespoke finishes.
- Market positioning: above Lexus, targeting Rolls-Royce and Bentley customers.
How Century stacks up against European ultra-luxury marques
Can Century really challenge long-established names like Rolls-Royce or Bentley? That will depend on multiple factors: product authenticity, bespoke options, global dealer and service networks, and critically, the brand story. Toyota has the manufacturing depth and attention to detail to deliver exceptional quality; what remains is convincing ultra-luxury buyers that Century offers a comparable level of exclusivity, personalization, and prestige.
Unlike many European brands, Century brings an explicitly cultural narrative — a distinct Japanese approach to materials, finishing, and restraint — which could appeal to collectors and buyers seeking something different from classic Western opulence.
What this means for Toyota and the luxury market
The launch signals Toyota's ambition to expand beyond incremental model updates into brand-building at the very top of the market. If executed well, Century could broaden Toyota's luxury portfolio, creating a halo effect that benefits Lexus and other premium models. However, the ultra-luxury segment is highly relationship-driven; success will require exceptional clienteling, bespoke commissions, and a small-volume production model that maintains mystique.
As Akio Toyoda put it during the unveiling, the Century was created to play a meaningful role for Japan — a role that must evolve. This reinvention is Toyota's statement that Japanese luxury can compete on the world stage without losing its cultural identity.
Whether the new Century will unseat European titans remains an open question, but one thing is clear: Toyota has started the next chapter for Century with ambition and craftsmanship at its core.
Highlights
- Century elevated to a standalone ultra-luxury brand above Lexus
- Century Coupe concept introduces bold styling and asymmetrical doors
- Range includes restored classics, a bespoke SUV, and a GR-tuned model
- Powertrain details not yet confirmed; hybrids and combustion likely
Source: autoevolution
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