by A New Dimension of Japanese Luxury
The legendary Japanese sedan Toyota Century is getting a completely new life – now this name will become a separate brand focused on the highest echelons of the luxury car market. As company representatives announced at the Japan Mobility Show, Century is to compete with giants such as Rolls-Royce and Bentley. The calling card of the future brand will be the impressive Century Coupe.
Exclusive Design and Limited Information
The preliminary teasers published a few weeks ago have been fully confirmed – the Century Coupe has a unique design that is radically different from any previous models with this name. The manufacturer has not yet disclosed key details, including the market launch timeline and sales geography.
Unique Production Technologies
The car’s exterior is painted in a luxurious shade of orange, for the creation of which it was necessary to apply at least 60 layers of paint. Unlike the classic Century sedans and the current SUV, the new model is two-door and designed for only two passengers.
Revolutionary Cabin Layout
The car’s interior impresses with its unconventional layout. The driver’s seat is separated from the rest of the cabin by a wooden console and a partition of red laser beams that extend to the ceiling. The steering wheel has a futuristic design, the instrument panel is digital, and the seat is equipped with a wooden backrest. Designers specifically placed the passenger seat in the rear of the cabin, making the model an ideal option for chauffeur-driven travel.
Luxury in Every Detail
The interior is made of the highest quality materials, and an elegant analog clock is placed on the central dashboard, emphasizing the car’s status.
Expanding the Model Lineup
Alongside the Century Coupe, four more models of the brand are presented at the exhibition: two restored Toyota Century sedans, a specially equipped SUV, and a version of the current sedan with GR indexing.
Brand’s Strategic Ambitions
Toyota Chairman Akio Toyoda stated: “Century holds the highest position, it is a car in a class of its own. We aim to develop it as a brand that carries the spirit of Japan – the pride of Japan – to the world.”
Presentation Context
The Japan Mobility Show 2025 became the platform where the new Century brand philosophy was presented for the first time. This demonstrates a deep transformation of Toyota’s approach to the premium segment, where the emphasis is on uniqueness and cultural identity, not just on technological innovation. A similar strategy may resonate with buyers who are looking not just for a luxury vehicle, but also for a status symbol with a history.
