Toyota Chairman of the Board of Directors (Representative Director), Akio Toyoda, announced at the Japan Mobility Show 2025 (JMS 2025) today that the Century nameplate is now a new ultra-luxury sub-brand. It’s purpose? “To be like no other”, Toyoda-san says, quoting Toyota’s first chief engineer, Kenya Nakamura.
Century’s launch will mark Toyota’s first new sub-brand in two decades, since Scion debuted in North America. The new flagship marque will also kickstart Toyota’s ventures into the ultra-luxury market, taking the new spot above its current luxury division, Lexus.
Toyoda drew parallels between the Century nameplate and several quintessential Japanese ideologies, which he used to embody national excellence. These include the “Monozukuri” spirit—the philosophy emphasising craftsmanship, skill, pride, and dedication in making things—alongside Japan’s rich culture and heritage, as well as popular pop culture elements such as manga and anime.
The deep connection to Japanese values is further solidified by the Century’s iconic emblem. Toyoda referenced the car’s phoenix motif, explaining its significance in Japanese mythology: “The phoenix only appears when the world is at peace.”
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Toyoda added that the Century embodies the spirit of a heartfelt desire for world peace, and an endeavour to shape the next one hundred years of Japan.
No specific details were revealed on how the new Century sub-brand will operate. However, it is anticipated that the new model (or models) will follow the ultra-luxury status quo set by rivals like Rolls-Royce, offering owners extensive customisation and personalisation options, accompanied by a very premium price tag.
This was previewed by the concept showcar unveiled at JMS 2025, serving as the strongest indicator of the sub-brand’s future direction and ambition.
No official information was revealed by Toyota on the Century concept, but the show car resembles a somewhat raised coupe, featuring two – or four, depending on how you look at it – sliding doors that open lengthwards. The interior houses two seats that swivel outwards, working alongside the extending side steps to easier entry and exit for the high-riding model. The cabin features a dashboard highlighted by a yoke-style steering wheel and a digital gauge cluster.
Its exterior design is reminiscent of the current Toyota Century and Century SUV, featuring the latter’s split headlights design and the nameplate’s iconic grille, albeit in a more modernised appearance as the new marque readies to compete against the likes of Bentley and Rolls-Royce.
It remains to be seen if it’ll be powered an internal combustion engine, or rather debut as a fully electric model – but the long bonnet does certainly suggest the former. The aforementioned sedan and SUV models get electrified 5.0-litre V8 and 3.5-litre V6 engines respectively.
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