A New Chapter for Toyota’s Prestige Vision
This is a big move for Toyota, really. The Century has been around in Japan for ages as a fancy sedan, but this relaunch makes it a stand-alone luxury brand of its own.
They pulled the covers off a new flagship coupé concept at the show, making it clear they’re not messing about — they want Century to be a serious player among the ultra-luxury names, traditionally dominated by Bentley and Rolls-Royce.
Akio Toyoda, the big boss of Toyota, said:
“Together, we have decided to launch the Century brand. ‘One of One.’ Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that brings the spirit of Japan—the pride of Japan—out into the world. The next Century begins with us.”
Basically, they’re fusing Japanese-style hospitality — called omotenashi (think next-level attention to detail) — with modern hybrid powertrains. It’s all about craftsmanship, calmness, and comfort, done the Japanese way.
Century’s Flagship Models: SUV and Limousine
Right now, Century’s got two main vehicles in its line-up — a plush SUV and the original limousine it’s always been known for.
The SUV, which is currently only available in Japan, starts at around ¥25 million — roughly £135,000. It sits in the same price bracket as a Mercedes GLS or BMW X7, but Toyota’s pitching this as something far more exclusive and tailored.
Under the bonnet, the SUV runs a 3.5-litre V6 plug-in hybrid, while the limousine keeps its traditional 5.0-litre V8 hybrid setup. Both are engineered for smooth, quiet cruising — built more for those sitting in the back than those behind the wheel.
Beyond ride comfort, the cars include all the high-tech features you’d expect — advanced safety systems, fast connectivity, and, from mid-2025, dimming rear windows in the SUV for added privacy.
Where the Century really stands out is inside. The focus is entirely on rear-seat luxury — serene, spacious, and crafted with obsessive attention to detail.
It’s not just a nice cabin — it’s Toyota’s take on a handcrafted British saloon, but infused with Japanese precision and elegance. Every element is bespoke, and everything is designed to make passengers feel like they’re gliding rather than driving.
Simon Humphreys, who oversees branding at Toyota, said:
“The new Century cars will take on the high-end market as the top of the top, one of one.”
So, Toyota is serious about keeping it rare, bespoke, and exclusive — a refreshing approach compared to mass-market luxury.
A Serious Bid to Challenge the British Establishment?
This move is seen as a landmark step for Toyota — an ambitious challenge to the traditional British luxury establishment.
Japanese carmakers haven’t often ventured into this territory, but Toyota’s blending of technology, craftsmanship, and low-volume exclusivity positions the Century as a credible new force in the ultra-luxury world.
Not everyone is convinced, though. Some see the Century’s approach as refreshingly unique, while others question whether it can truly rival the deep prestige of Bentley and Rolls-Royce, brands built on generations of heritage.
Toyota’s relaunch of the Century brand signals an interesting shift for the company, but its success outside Japan remains uncertain. The focus on craftsmanship and hybrid technology sets it apart from traditional luxury rivals, yet its limited availability and lack of heritage in the European market could make wider adoption challenging. For now, Century represents Toyota’s attempt to redefine what ultra-luxury means from a Japanese perspective — measured, precise, and distinctly different from its Western counterparts.
