If you thought only Rolls-Royce or Bentley defined ultra-luxury, be prepared for the shock of the Century.

Honouring Sakichi Toyoda’s Centennial

Launched to honor Sakichi Toyoda’s centennial in 1967, the Toyota Century has been the vehicle that defined and redefined Japanese luxury. For over five decades, it was used mostly for chauffeuring emperors and prime ministers in complete silence.

Come 2025 and Toyota has decided to change the past. By spinning off the Century as a standalone brand, they not only bring the Japanese Monozukuri to the world, but they also announce to the world, “Move over Rolls-Royce and Bentley, its the era of the Century.” The motto—”One of One”—re-emphasizes the same.

Built by Hands and of Heritage

Each Century, hand-crafted by master craftsmen, guarantees a level of exclusivity that a mass-production luxury brand cannot match.

Each component, from the Phoenix crest to the wood trims to the paintwork, and the cabin finish showcase the artwork that goes into crafting the Century. Even the doors are engineered to close with a whisper.

It is more than just luxury. It is living art.

The New Hierarchy in Toyota

Earlier it was mass market → luxury market with Toyota and Lexus.

Now it is Mass Market → Luxury Market → Ultra Luxury Market with the brands being Toyota → Lexus → Century

This allows each brand to focus on their specific target audience solely. Plus, it frees the brand from the Toyota umbrella, allowing it to create an identity of its own, challenging the dominance of the European brands.

This also allows Lexus to concentrate on and innovate in the luxury segment, leaving the worrying about the ultra-luxury segment to Century.

Models spearheading the assault

Currently Toyota offers the Century in two forms: the sedan, which has been around since 1967, and the SUV, launched in 2023.

During the Japan Mobility Show 2025, they unveiled the Coupe concept, hinting towards the possibility of a grand tourer in the future.

Initially the launch is expected to be limited to only a few markets, with a limited number of units being produced. This strategy is being employed to maintain exclusivity and make sure that each vehicle delivered is a masterpiece.

The Significance

Toyota is rewriting the ultra-luxury vehicle rule book. Luxury, which initially meant European prestige, is getting a new, quietly, soulfully crafted alternative.

FAQs

Q: What is the Toyota Century?
A: Initially launched as an ultra-luxury sedan under the Toyota badge, it is now being repositioned as a standalone ultra-luxury brand competing with Rolls-Royce and Bentley.

Q: How is the Century different from other luxury cars?
A: Each Century vehicle is hand-crafted by master craftsmen at the Higashi-Fuji plant using the traditional Japanese techniques.

Q: In which markets would the Century be sold?
A: The Century would initially be launched in Japan, the Middle East, and some parts of Europe and North America.

Q: Are the Century vehicles electric?
A: No. Currently, the lineup consists of hybrid powertrains.

Q: Where does the Century stand in the Toyota lineup?
A: Century stands as an ultra-luxury brand sitting above Lexus in the current lineup for Toyota. It is Toyota (mass market) → Lexus (luxury) → Century (ultra luxury).

 Century aims to be the vehicle desired by those who already own everything else.