If you thought Lexus was Toyota’s most prestigious nameplate, then you’d be wrong. Even before today, Century has always been Toyota’s most opulent nameplate—attached to a full-size luxury sedan that remained exclusive to Japan, shuttling the top dogs of the country’s business and political landscape.
That’s all set to change, as Toyota officially announced ahead of the 2025 Japan Mobility Show that Century is now going to be more than just a nameplate. It’s now going to be set free as an ultra-luxury brand of its own that is set to compete with the world’s best. How is Toyota going to pull this off, and what are the initial models that you can expect from the brand?
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A Vision For The Next Century And Beyond
Toyota’s vision for the Century is that it is more than just a new automotive brand. Instead, it is, in Akio Toyoda’s words, an “endeavor to shape the next one hundred years from Japan.”
Going From Zero To A One-Of-One
To be truly bespoke and to compete with the world’s most opulent, Toyota knows that the Century should be a one-of-one, and that’s the overarching theme of its Japan Mobility Show press conference. The vision for the Toyota Century began with Kenya Nakamura, Toyota’s first chief engineer. They started with a vision where they aimed “to be like no other.” But it wasn’t until 1963 that development would begin, 30 years after Toyota started making cars and 18 years after the Second World War.
Nakamura saw that the Achilles’ heel of luxury cars at the time was that nothing innovative could be done. That was a mold he wanted to break by blending cutting-edge innovations, and then Japanese tradition followed suit. Traditional elements such as Edo metal engraving on the phoenix emblem and Nishijin-ori brocade for the seat fabric were the luxury touches made to the first Century sedan. It was a true one-of-one at its time in Japan, and that bespoke tradition carries over through today.
The Drive To Be The Pride Of Japan
The motivation for Century’s spin-off is driven by what Akio Toyoda says is a time when the “Japan as number one” era is already behind them, as they are now in what has come to be known as “the lost 30 years”. Blame factors such as the infamous Japan Bubble Economy, which resulted in “The Lost Decade” in the 1990s—the effect of which persists today. Akio Toyoda says that if Kiichiro Toyoda and Kenya Nakamura were to see Japan today, what would they say? Well, Toyoda suspects they wouldn’t say anything, but would instead leap straight into action. After the war, Nakamura saw the postwar media headline “Starting from Zero,” to which Nakamura said,
It is not zero. It’s true that our facilities were destroyed, and we had no materials or money. But we had the strengths and skills that Japan had built up. That’s why we were able to rebuild.
Today, Toyota operates on a global scale. Japan’s culture already resonates worldwide with its food and pop culture, not to mention its entire automotive industry. But more than ever, Akio Toyoda now believes Century’s global presence is more needed than ever. Just like the post-war era, Japan’s automotive industry today isn’t starting from zero. The foundations are already there to once again reinvigorate joy and amazement in the key industrial driver of Japan’s economy—especially amidst stiff competition, particularly cutting-edge electrified vehicles from China.
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Taking A Look At The Initial Lineup
Now that you know the story behind Century and the motivation for why it is now being spun off as its standalone brand, here’s what you need to know about its initial global lineup.
Toyota Plans To Produce Centuries For The World
Of course, who could forget about the Toyota Century sedan, the primary vehicle for Japan’s most elite individuals in the business and political landscape. The Century sedan we’re all familiar with is a full-size opulent passenger car that, for its current third-generation model, utilizes a 5.0-liter V-8 and an electric motor that’s configured in a series-parallel arrangement.
Driven by a planetary gear-type e-CVT, the hybrid V-8 full-size luxury sedan has a 425-horsepower system output and a chassis that has been forged by numerous improvements since 1967. Curiously, Toyota also showcased a potent GRMN variant, which, until now, has been a one-off for Akio Toyoda himself. GRMN is a badge reserved for the most potent Toyota models, and it stands for “Gazoo Racing tuned by the Meister of Nürburgring”.
Perhaps the model that began Century’s world conquest would be the Century SUV. Revealed in 2023, the Century SUV was the first Century model since the G50-generation sedan to be exported overseas. Its first overseas market was China, and this opulent full-size luxury SUV utilized a 3.5-liter V-6 plug-in hybrid powertrain that produces 406 horsepower. The lithium-ion battery is good for a pure electric range of 43 miles, too. Like the Century sedan, there’s also a one-off GRMN model with sliding doors, and unsurprisingly, details for the GRMN model are very scarce.
A Future Coupe SUV With Very Unique Features
Representing the frontrunner of Century’s global ambitions is the new Century Coupe Concept. It’s a high-riding four-door coupe, but you wouldn’t be able to tell it has four doors due to how they designed its silhouette. That’s because the front and rear doors slide to reveal a cabin that doesn’t contain a B-pillar. Once those doors slide open, the entry point into the cabin is very wide, and you are treated to an interior that’s opulent and cutting-edge.
Craftsmanship is taken to another level as the central bridge features what looks like strings illuminated in orange. The screens inside, though plentiful, are refreshingly small, as the Century’s interior focus is luxury and craftsmanship – just as a luxury car should’ve always been. Despite being a rakishly styled high-riding coupe, the interior space supposedly rivals the Century SUV, and it’s designed to be enjoyed both as a driver and with a chauffeur.
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What’s Next For Lexus As They Gain More Room To Create
Until today, Century has been a name that remains mostly elusive to those living outside Japan. If you’ve always wanted a premium model from the Toyota group, Lexus was your go-to brand, but with Century now taking the top spot, where does this leave us with this brand?
Freer To Act And Innovate Without The Full Responsibility Of Luxury
Toyota’s motto for Century is “one-of-one”, and that’s why we’ve been using this term quite a lot in this article. Lexus, on the other hand, will be more bold and “freer to act”, according to Simon Humphreys, Chief Branding Officer and Design Head for Toyota, as he explains how Lexus and Century will co-exist.
In a sense, Lexus will be freer to act. Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one.
This begins with how Lexus is aiming to pursue bold, new ideas. For example, the first Lexus model was the LS, and it is a soon-to-be-discontinued full-size luxury sedan that sits above the Toyota Crown, but below the Toyota Century. LS stood for Luxury Sedan, but in 2025, the mold for what luxury travel for the chauffeur-driven market means is being reinvented with the LS Concept.
Radical Ideas Arise As The New Era Unfolds
That’s where the LS Concept six-wheeler luxury van comes in. The LS nameplate is being reinvented, though it is still unknown if this will actually spawn a production model. Apart from the LS Concept, two more LS-branded concepts were also revealed. The first one is the LS Coupe Concept, which is a four-door high-riding coupe that features suicide doors at the rear, along with a rear tailgate that opens outward. The cargo area is lined with wood, while the interior features a yoke steering, two digital gauge clusters, and a large screen for the front passenger.
The other LS-branded concept is the LS Micro Concept, which is a microcar that can only fit a single person. It’s meant to be a luxury personal mobility vehicle—a symbol of how Lexus is “freer to act” versus Century. Though the interior is posh, it is very tiny, and barely leaves any room for you to move around, even within your seat.