Toyota New Car Century
The Century brand has re-established itself as Toyota's new standalone ultra-luxury division, positioned above Lexus at the top of the Japanese group's hierarchy. While the lineup has grown to. The first-generation CENTURY was born as a uniquely Japanese luxury car in 1967.
This year marked 100 years since the start of the Meiji period and the 100th anniversary of Toyota Group founder Sakichi Toyoda's birth. Toyota has revealed the Century Coupe concept today at the Tokyo auto show. The extravagant show car is Toyota's way of telling the world it wants to take on ultra.
Century is now a distinct brand at the top of the Toyota hierarchy. Its first car following the separation is an ultra. For years, the Toyota Century was a car reserved for Japan's elite.
Now, Akio Toyoda wants it to represent a new global brand above Lexus. This new Century-brand "One of One" shows how Toyota might compete against the likes of Rolls Royce, Bentley, and other high. Toyota launches the Century brand at the Japan Mobility Show.
An ultra-luxurious 4-door coupe will be its first offering, taking on Bentley and Rolls. Toyota chairman Akio Toyoda was on hand to introduce this first standalone Century to the world. Ostensibly a coupe, the Century takes the existing SUV's quad.
Toyota's Century brand will not go electric and will continue using combustion engines, possibly hybrid-assisted. Engine options may include a new hybrid four-cylinder or a high-performance hybrid V8 rumored to produce over 900 hp. The Century lineup will target the ultra-luxury segment, positioning itself as a rival to Rolls.
November 12, 2025 Inside Toyota's Plan to Take on Rolls-Royce and Bentley Toyota's new ultra.