Century reborn: The new face of Japan’s most exclusive luxury
According to Toyota, the newly unveiled coupe forms a base to the development of a full-blown ultra-luxury division that will be placed above Lexus
For over fifty years, the Toyota Century has been Japan's quietest expression of power, a car that never needed to shout about its status. It's spent its life ferrying prime ministers, corporate heavyweights, and dignitaries who have no need to open their own doors.
The Century never chased speed or flash; its authority came from restraint. However, it was in 2023, when the Century SUV was introduced, that the story took a twist and Toyota was keen to rethink its most respectable nameplate. And now, at the Japan Mobility Show, Toyota's gone further, revealing the most radical take on the badge yet: the Century coupe.
It is not just another concept car that design studios waste their time over. According to Toyota, the coupe forms a base to something larger, which is the development of the full-blown ultra-luxury division that will be placed above Lexus.
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"Century is not just another brand within Toyota Motor Corporation," said Akio Toyoda during the launch. "We want to cultivate it as a brand that brings the spirit of Japan — the pride of Japan — out into the world."
To put it into other words, Century is no longer a model, but it is evolving to be Toyota's top-tier brand that targets the type of customers that would otherwise be in the market buying a Rolls-Royce or Bentley. Recently Lexus has retired its LS sedan, leaving a gap in the hierarchy of Toyota, and Century is stepping in to fill the gap.
To cement that status, Toyota plans to offer what it calls a "One of One" ownership experience, a completely bespoke program that promises the kind of personalization seen from Europe's most exclusive marques. The idea is to turn the once understated Century name into a new standard for Japanese craftsmanship and individuality.
The coupe itself looks the part. Long nosed and dramatic, it is a proper grand tourer that borders the space between showcase and production reality. Its front end is based on the twin-headlights of Century SUV but makes it stiffer and more functional.
The fastback shape, the haunches, which are muscular and the asymmetrical doors make it have a very much sense of theater, something like Japan's own interpretation of the Rolls-Royce Spectre.
The Century coupe, however, is not prepared to abandon combustion, unlike the Rolls Royce Spectre. Those hood vents aren't just for show; they tease at a heartbeat under the bonnet, either the naturally aspirated 5.0-litre V8 from the Century sedan or the plug-in hybrid V6 of the SUV.
The legend in Toyota history, the V12, will not resurrect. That choice speaks volumes about Toyota's current mindset: it's not abandoning engines yet, not even at the top of its luxury game.
Inside, the coupe is as luxurious as the badge deserves. The cabin is designed to resemble a private lounge rather than a grand tourer due to four separate seats with a thick central spine. The driver receives a steering control that looks like a yoke and an infotainment screen that is minimalistic yet accurate and phone-sized.
The asymmetrical door design, two slide doors on the passenger side, and a normal one on the driver side, gives the car an eccentric charm reminiscent of the old Hyundai Veloster. The rear seats are easy to access with no B-pillars.
Toyota admits that the show car does not have a rear window, and that's fine for display purposes. Production versions will reintroduce glass, mirrors, and traditional doors, but the theatrical style will remain unchanged. Each and every inch of the concept's craftsmanship indicates the intent of Toyota: to go directly to combat with the most celebrated luxury brands in Europe.
Toyota admits the show car doesn't have a rear window, a detail that's fine for display purposes. Production versions will bring back glass, mirrors, and conventional doors, though the theatrical styling is here to stay. Every inch of the concept's craftsmanship signals Toyota's intention: to take the fight straight to Europe's most revered luxury brands.
There's no release date yet, but this is surely the most adventurous reinvention of the Century in its sixty years of history. Once the quiet ride of politicians and emperors, it's now being rebuilt for a new kind of royalty, the ones who prefer to drive themselves rather than be chauffeured.
"I believe now more than ever, we need the Century," Toyoda said. "The name is said to represent the hundredth anniversary of the Meiji era, and of the birth of Sakichi Toyoda, the Toyota Group's founder. For me, it is about creating the next one hundred years."
With Lexus shifting away from traditional luxury sedans and reinventing itself around futuristic mobility, Toyota's message is clear. The new face of Japanese luxury won't wear an L badge anymore. It'll wear a phoenix. The Century has stepped out from behind Lexus — and into a league of its own.
