Toyota’s Audacious Century Coupe: Japan’s Ultra-Luxury Spearhead Against Bentley and Rolls-Royce

Within the colorful scenery of the Japan Mobility Show, which used to be the Tokyo Motor Show, there was a tectonic plate movement this year that possibly overshadowed the debut of the new Corolla concept and the Subaru WRX STI hatchback, as well as the new Lexus LS variants. In the midst of the hype and the excitement, the largest automaker in the world, Toyota, announced something of truly monumental scale: the creation of a completely new brand, Century.

This is not just a sub-brand, but a statement of war against the long-established giants of ultra-luxury. Similarly to how Lexus used to target Mercedes and BMW, Century is now making an even bolder move, squaring up to two brands whose market shares have, over decades, appeared completely impregnable: Bentley and Rolls-Royce. The very audacity of this step is thrilling, when one takes into consideration the historical superiority of these European stalwarts.

The ambition of Toyota is especially dramatic considering how other premium brands have been struggling in this elite environment. An example is Mercedes-Benz, which tried to go directly at it by reintroducing Maybach, but ended up with a third-place position in the ultra-luxury pecking order. Although Aston Martin is certainly posh, it is more popular with sports cars than executive cruisers in this segment. The American automaker is also yet to be asked whether it is committed in the long term, even Cadillac has just entered the fray with the $400,000 Celestiq. Century, then, is a strong new competitor in this monopolistic area, relying on the count, a third, fourth, or even fifth player.

The only thing that makes the Century of Toyota stand out is its clear and uncompromising statement of purpose. Akio Toyoda, the venerable chairman of Toyota, did not just introduce a new car at the auto show in Tokyo, he betrayed his nation with it. Toyoda expressed a vision, which was not a simple automotive manufacturing, with palpable emotion: Century is not a brand in Toyota Motor Corporation. We wish to develop it into a brand that takes the Japanese spirit of the pride of Japan out to the world. This was not a mere corporate strategy but a very personal and nationalistic call to arms.

The Birth of the Century Coupe and SUV

The embodiment of this great vision is reflected in two forms, which are different, but equally powerful. We are presented with a Century couple, which is carefully designed to fight the powerful Bentley Continental. And then there is the Century SUV a car that, although named so, is not a typical sport utility car, but an outright competitor to the Rolls-Royce Cullinan. It is a plug-in hybrid SUV with a V-6 engine already available in Japan and China that has a combined power of 406 horsepower. The Century couple on the other hand is shrouded in a mysterious silence as to its powertrain with Toyota keeping it a secret. Nevertheless, it is a reasonable guess that it is likely to provide a variety of electrified power, at least a hybrid, but probably not an all-electric one.

Although the first markets of the Century SUV are Japan and China, the global aspirations of the Century coupe are undisputed. The fact that Toyota specifically mentions Bentley and Rolls-Royce is an indication of a firm desire to go directly to their established markets, meaning that it would roll out on a global scale way beyond where it is currently operating. This revolutionary and bold vision is being unraveled under one of the most ancient nameplates in the history of Toyota, the name that has a history of more than 50 years and has the honor of being driven by the Japanese emperor during much of that period.

The Century nameplate has long been a symbol of the pinnacle of Toyota engineering and luxury in its domestic market. It was also the first to introduce hybrid technology to the Toyota line, an early model had a gas turbine and electric drive system that was shown at the 1975 Tokyo Motor Show. This historical background emphasizes that the Century has always been a platform of the most sophisticated and luxurious products of Toyota, a real flagship of Japanese automotive perfection.

Traditional Foundations and New Vision

The international ambitions of the Century by Toyota are not so new. An earlier effort to export the vehicle to sell in foreign markets was the introduction of the second-generation Century, the G50 in 1997. The Toyota was then in the process of trying to make a more meaningful presence in Western Europe. Few of these models were ever exported, but the word was unmistakably clear: Rolls-Royce, and the luxury establishment, must expect new competition not too long to come. The recent re-introduction of the Century brand is therefore the result of decades of underwork and a re-inspired, much more aggressive, strategic thrust.

One of the philosophical differences between the Century and its British competitors is the purpose behind the Century. Traditionally, and confirmed by the new model, Toyota has made the Century a car to be driven by a chauffeur. Rolls-Royce and Bentley, especially in recent decades, have turned around to point out that their cars are as much fun to drive as they are to be driven in the back seat. Actually, the majority of the owners of Rolls-Royce and Bentley are known to drive their cars personally. The response of Toyota to the changing question of what luxury in a world of more and more inevitable self-driving cars is really unambiguous: True luxury, like an emperor, is found in the back seat. This was highlighted by the launch of the new Century SUV in 2023, which is specifically intended to be a chauffeur-driven car.

The revival of Century brand is a crowning milestone to Toyota, and it is reminiscent of its legendary recovery and expansion 50 years prior to the post-World War II period. This time it is not reconstruction after the destruction of war, but after more than thirty years of economic stagnation in Japan, which is also known as the Lost Decades. This is a deep-seated national situation that Akio Toyoda expressed in Tokyo where he said, “Japan as a nation appears to have lost some of its energy and dynamism, and our presence in the world.

Toyoda also appealed to the memory of Kenya Nakamura, the first product manager of Toyota, the man behind the Toyota Crown and the author of the first Century, which was amazingly in production over thirty years. He described the rebellious reaction of Nakamura towards the postwar media headline, Starting from Zero, in which Nakamura stated, “‘It is not zero.’ Admittedly, our facilities were ruined, and we had no materials and money. But we were equipped with the capabilities and abilities that Japan had developed. This is why we could rebuild. He said that in anger.” The speech by Toyoda on the motor show was eloquent as he linked the new Century to the proud history of monozukuri or manufacturing excellence in Japan. Japanese automotive industry is now a global one. We have the monozukuri skills that have supported the country, beautiful nature that charms the people worldwide, rich food culture, and hospitality spirit. Now I think we must have the Century more than ever. It is not merely a car, but it is national pride and a rejuvenation of the long held cultural identity.

A New Threat to the Ultra-Luxury Titans of Europe

It is thirty-five years after Toyota essentially took the automotive luxury market by the throat with Lexus, with a clear target at Mercedes-Benz and BMW, that the automaker is again gearing up to make a similar, but even more dramatic splash. This time, with its eyes squarely on the flagship ultra-luxury market, the word is out: Bentley, Rolls-Royce, and Maybach, here is a new and a very strong competitor. The Century, with its Japanese style of lavishness, is actually coming to America.

This historic move was formally announced by Lexus during the current Japan Mobility Show, formerly called the Tokyo Motor Show. Although the Century will be sold as a Toyota in its home market, it will be positioned far above the volume luxury segment that comprises of brands such as BMW, Mercedes-Benz, Audi, Lexus, Acura, Genesis and Infiniti. Rather, it targets the bespoke crowd only and provides an unmatched degree of personalization and exclusivity. Although this is a formal confirmation that it will finally make it to the U.S. market, Toyota has warned that it still has several years to come with a concrete timeline of launching the nameplate in the U.S. market. Lexus will have to carefully prepare the sales and service infrastructure to accommodate this new, ultra-exclusive model line and this will require a lot of investment on the part of Lexus and its dealers.

Interestingly, although the Century will be sold by a few Lexus dealerships, its name or badging will not appear on the cars or any other documentation. This interesting ruling is a by-product of the complicated laws of franchising. It would require a law degree to get into the finer details but suffice it to say that it is a risky and difficult task to prove any kind of favoritism in a dealer network. The case of Hyundai and its introduction of a new brand Genesis is a clear reminder of these complexities. The legal and logistical environment of launching ultra-luxury brand is a fine balancing act that needs considerable financial support, which Toyota is reputed to have.

Strategic Positioning Above Lexus

Targeting tier-one car brands, especially in the ultra-luxury market, is a massive task that not many car manufacturers can handle. But Toyota is known to have a strategic savvy and a war chest of financial strength. Although the global giant is not supposed to make a half-measure, the present situation in the world economy makes it a difficult task to predict the exact sales environment that the Century will be facing once it finally lands in the U.S. However, the resources and ambition that are involved in this venture is an indication of a long-term commitment.

The Century brand will be placed squarely above Lexus as the ultra-luxury spin-off of Toyota as powerfully communicated by the images of the Century coupe concept unveiled at the 2025 Japan Mobility Show. This is a strategic positioning that the Century can be in a field that Lexus had briefly entered with cars such as the LFA that had a price tag of 375,000 in 2008 money. The key difference is the focus: Century will be a purely automotive establishment, which will be focused on the highest luxury of vehicles. Conversely, Lexus has a wider latitude to be innovative, going into other forms of innovation, including last-mile, single-person mobility tools or even autonomous catamarans as Lexus itself has notoriously demonstrated.

The Century Coupe prototype is a high-riding grand tourer that at first glance is instantly drawn to its dramatic proportions: a long snout and a unique fastback roofline, a traditional feature of high-line design. The grille of the vehicle boasts of the classical phoenix logo and is complemented with unique twin headlamps that make it look imposing. However, the most striking part is, perhaps, the gorgeous metallic orange paint, which is so carefully applied that it consists of at least 60 layers and says a lot about the amount of craftsmanship that has been put into it.

The cabin itself is an oasis of opulent, hand-made materials, which is a desire to devote oneself to the art of bespoke. The minimal cockpit of the driver is a masterpiece of restrained elegance, with a yoke-shaped steering wheel, a smooth screen design, and futuristic mood lighting that produces a sense of peaceful modernity. The interior design is also quite innovative: behind the right-hand driver, there is one seat in the rear, which is meant to be as comfortable as possible. The conventional front passenger seat has been completely eliminated on the left side, and this gives the rear passenger an unparalleled space to stretch out just like in a first-class cabin of an aircraft. This back seat can even be swiveled out of the door opening making it easy to access.

Unique Engineering, Custom-made Design, and Cultural Identity

Even the doors are marvelous in their engineering and design, which provides a special way to enter and leave. The front door slides forward, the back door slides back, in a very similar fashion to opposing minivan doors. This clever device forms a big, pillarless entrance, which opens the interior, carefully decorated, without restriction. This design really highlights how the Century focuses on making rides comfy, particularly for folks riding in back. With a bold look, it uses big surfaces to stand out most covered in shiny Ember paint that takes 60 coats to finish, like we said before. The front holds the classic phoenix emblem neatly inside a hex-shaped grille painted to match the car.

A dark glossy trim runs along the bottom edges and roofline, making the vehicle look longer while highlighting its back-heavy layout typical of old-school luxury rides. As doors swing open, a wide step smoothly extends from the sill across the entire entry width, adding convenience when getting in or out. One standout moves. No rear glass at all; the roof just flows straight into the trunk cover. Following what Lexus often does, this one spell “Century” letter by letter on the back end, giving it a unique identity. Inside, especially in the two-door version, things get striking roomy enough for four grown-ups to ride without any tight spots.

The center console isn’t really a regular one it’s more like a solid block of real wood, covered with a sleek glass panel lit up by slim LED lines, bringing in a quiet modern flair. Instead of just looking fancy, the deep-toned wood spreads throughout the cabin, giving off a cozy yet refined vibe. On the console and behind the front seats, you’ll spot the phoenix design, standing for fresh starts and revival. Every little piece fits together on purpose, showing how Century builds luxury that feels meaningful, rooted in culture without trying too hard.

Even though we don’t know exact details yet, the hood vents hint this coupe probably uses gas maybe even a hybrid. That fits with what Toyota already does the Century sedan runs on a 5.0L V8, while the SUV version mixes a 3.5L V6 with electric power. Much like other concepts shown at the event, this one ditches a regular wheel for a yoke-style controller, along with a curved digital screen tucked just behind it showing off a modern take on how drivers interact with the car. As for cost, should Toyota follow top UK rivals’ lead, expect prices to kick off above $200K, putting it right alongside the Bentley Continental GT.

The ‘top-tier, one-of-a-kind’ vision Akio Toyoda backs for the Century isn’t about flashy excess it leans on quiet elegance, honesty in materials, plus subtle design. Rather than mirror European styles packed with heavy timber and textured dials, this car highlights natural wood, hand-blown glass, along with finely woven fabrics made by skilled Japanese craftsmen. By focusing on heritage instead of copying others, Toyota shapes a luxury feel that’s truly local, shaped by tradition. That sense of purpose brings omotenashi into play not just service, but warmth built into the space, so every ride feels personal, no matter where you sit.

Century as a Cultural and Strategic Declaration

Toyota jumping back into top-tier luxury cars with the Century isn’t just about selling another model it’s a smart move shaped by cultural pride and a fresh take on what luxury really means. Instead of copying Western ideas, this car pushes a quiet kind of elegance that feels true to Japan. It’s not loud or flashy just solid, thoughtful, built to last. While others chase trends, Toyota focuses on meaning, patience, and craft. Going deep into such a risky market shows they’re serious not looking for quick wins but playing a longer game.

Akio Toyoda spoke from the heart when he described the Century’s goal bringing Japan’s pride to the global stage not just building another luxury car. Instead, it highlights decades of unmatched craftsmanship that have kept Japan strong through tough times. Think of it as more than marketing; imagine tradition meeting bold ambition after years of slow growth. The vehicle stands for fresh momentum, much like the drive that rebuilt the country after 1945.

Centrally, Century’s custom approach flips the script on classic Euro opulence. Rather than copying those heavy timbers and textured dials common in UK brands, it leans into quiet elegance simple forms, real stuff, no fuss. Inside, you’ll find wood, glass, fabric all shaped by hand using age-old methods. Because of this care, every model isn’t merely a vehicle; it moves like a tribute to Japan’s craft traditions, giving off a feel that’s personal, grounded, yet unlike anything else out there.

The heart of omotenashi the deep-rooted Japanese art of welcome lives naturally within every part of the Century journey. Not loud or showy, it’s more about quietly understanding what you need before you say it, offering ease without effort. If you’re behind the wheel or just relaxing in back, which most owners do it feels like stepping into a calm, modern retreat. Paying close attention to those sitting in the rear isn’t accidental; it shows this car stands apart as one meant for drivers with someone else at the helm, where real luxury means watching the world go by from the backseat, peaceful and unbothered.

The Road to America and Long-Term Vision

The Century’s game plan includes a slow spread around the world, aiming straight at America. Even though the SUV first showed up in Japan and China, naming Bentley and Rolls-Royce makes it clear this coupe wants global attention. Still, growth won’t happen overnight. Instead, Toyota’s taking it step by step. They’ve said bringing the Century to the U.S. is still several years off, since building a top-tier luxury brand takes serious effort.

Getting ready for the U.S. launch means big spending for Lexus and every dealership involved. To set things up properly, they’ll carefully build out sales and support systems, which is key when launching something this rare. It’s more than just setting up shops it includes dealing with tricky local franchise rules that control how car companies work with dealers. That’s why, oddly enough, the Century will show up at certain Lexus stores without carrying the brand’s logo neither on the cars nor on official documents.

This move came after tough rules stopped companies from playing favorites among dealers, showing how tricky U.S. car laws can be. Hyundai’s rollout of Genesis highlights just how messy it gets. Instead of rushing in, Toyota known for smart planning and deep pockets is moving carefully, using both finesse and serious funding to launch a super-luxury label right.

Sitting clearly higher than Lexus, the Century’s meant to be Toyota’s top-tier offshoot something obvious from the sleek coupe shown at the Japan Mobility Show. That split sends a strong message: Century gets its own space, kind of like how the LFA stood out with its steep $375K cost. But here’s the catch it won’t dabble in gadgets or new tech trends. Instead, it’ll stick strictly to making elite cars built with custom details. Meanwhile, Lexus can still mess around with all sorts of transport ideas, say tiny e-vehicles or self-driving boats if they want.

A Bold, Japanese Reimagining of Ultra-Luxury

The idea pushed by Akio Toyoda being truly one-of-a-kind fits perfectly with what Century stands for: deep customization and rareness. Each car built under this name becomes a special creation, shaped around what the buyer wants. Not factory-made elegance but handmade care, going against the grain of typical Euro-style high-end design. Rather than copy old norms, it brings forward a genuine Japanese take, highlighting distinct tastes and creative choices.

The Century Coupe prototype shows that unique idea in every part of its design. Take the shiny orange coat it isn’t just paint, but rather dozens of carefully layered coats adding depth and shine. Instead of a traditional setup, you get a stripped-down driving zone with a yoke instead of a wheel, clean digital displays, along with soft ambient lights shaping the vibe. Inside, rich dark wood covers most surfaces, bringing comfort and class into the space. Meanwhile, the phoenix pattern pops up here and there hinting at renewal, woven quietly into details.

Features get a fresh twist here. Instead of standard seats, losing the front passenger spot gives back rider’s tons of space like sitting up front on a premium flight. That back chair? It turns outward when you open the door, making it way easier to hop in. Every detail counts, like how the front door moves ahead while the rear one pulls back, opening wide without any middle post in the way. These aren’t just clever tricks they’re built to make entering smooth and stylish.

Though exact tech details are still under wraps right now, those hood vents hint at a gas engine probably a hybrid setup, kind of like the Century sedan’s 5.0L V8 or the SUV’s 3.5L V6 with electric help. A yoke style wheel plus a curved digital dash shows they’re aiming for a fresh take on control layout, mixing classic comfort with newer gadgets. When it comes to cost, Century will likely match upscale UK brands, kicking off above $200K, putting it side by side with the Bentley Continental GT.

A New Cultural Statement in Global Luxury

Toyota’s Century isn’t just another car it’s a bold move. Three decades after Lexus took on German brands, the company’s stepping up again but bigger this time. Now targeting top-tier luxury, it’s sending a signal: Bentley, Rolls-Royce, and Maybach now face serious competition.

The Century, shaped by Japan’s unique take on elegance, blends serious dedication to craft plus hospitality every move carefully thought through to shift how people see high-end cars worldwide while building a lasting name. Headed to America it arrives, not merely as a vehicle but as proof of culture, hand-built artistry, and a fresh outlook on personalized auto greatness.

Toyota bringing back the Century? It’s not just another car move more like showing off a piece of Japan built for everyone to see. Instead of quietly joining high-end European brands, they’re changing how luxury cars are seen altogether. This thing runs on Japanese craftsmanship, smart design, and understated class one that speaks without shouting. Think of it as a rolling flag, flying slow but proud. With every step toward worldwide release, one thing sinks in: what people expect from top-tier luxury won’t stay the same. The Century isn’t chasing status it’s building a new kind of legacy.