Toyota Motor Corp. is making a bold leap upmarket with the official launch of its new Century brand, an ultra-luxury division positioned to compete directly with Bentley and Rolls-Royce. The announcement came during the Japan Mobility Show, where Toyota revealed the Century Coupe Concept — a striking preview of what’s to come from the automaker’s highest-end line.
The Century name isn’t new to Japan. First introduced in 1967, it became the car of choice for executives, dignitaries, and the nation’s elite. Yet, despite its prestige, Toyota gave the model few updates over the decades. Now, the automaker is reviving and expanding the Century lineup with two fresh offerings: a sleek coupe-styled sedan and an upcoming SUV.
The new coupe’s design takes luxury in an unexpected direction. It combines traditional proportions — a long hood, upright stance, and imposing grille — with a few radical innovations. Most notably, it replaces conventional swing-out doors with sliding panels, allowing easier access to the rear seats. The layout includes two smaller rear-sliding doors and an asymmetrical front seat arrangement designed for maximum passenger comfort.
Each Century vehicle will be built by hand, following Toyota’s “One of One” philosophy. Every car will be customized to the buyer’s exact preferences, from paint to materials. The concept model shown featured a 60-layer paint finish and interior woodwork constructed with the precise Japanese artsugi method, ensuring nearly invisible joints.
While Toyota has yet to confirm the powertrain, executives suggest the brand will follow the company’s multi-path approach, offering gasoline, hybrid, and electric versions. Pricing is expected to start above 30 million yen, or roughly $200,000. Initially reserved for Japan, the Century brand could later expand to markets like China and the United States if it proves successful.
Source: Toyota
