Toyota is setting its sights firmly on the world’s elite luxury marques, and at the 2025 Japan Mobility Show, it made one thing clear — the Century name is no longer just a model; it’s now a brand. Long revered in Japan as a symbol of prestige and craftsmanship, the Century will evolve into Toyota’s standalone luxury division, with the Century Coupe spearheading its global ambitions to rival Rolls-Royce and Bentley.
While key details are still under wraps, Toyota’s intent is unmistakable. The Century Coupe, a striking two-door grand tourer, marks a radical departure from the stately sedans that have carried the nameplate for decades. Finished in a mesmerizing orange hue crafted from 60 individual layers of paint, the Coupe exudes handcrafted opulence and a distinctly Japanese design sensibility.
The car’s proportions are elegant yet commanding, with sleek bodywork that balances tradition and modernity. Inside, the Century Coupe showcases a futuristic and deeply bespoke interior layout. Unlike any conventional coupe, the driver’s seat is separated by a wooden console and a partition of illuminated red laser beams that reach up to the headliner, creating an almost ceremonial sense of space. The passenger seat, meanwhile, is pushed farther back, emphasizing the chauffeur-driven experience that defines the Century ethos.
Every surface in the cabin radiates luxury — from the hand-polished wood trims to the analogue clock proudly displayed at the centre of the dashboard. The minimalist digital instrument cluster, soft ambient lighting, and sculpted materials reflect the “Japanese essence of quiet refinement” Toyota hopes will distinguish the new Century brand on a global stage.
Presented alongside the Coupe were four additional Century models — two meticulously restored Century sedans, a GR-branded performance version, and a specially equipped Century SUV, underscoring Toyota’s vision of a multi-model luxury portfolio.
Toyota Chairman Akio Toyoda summarized the brand’s mission best: “The Century stands at the pinnacle, a car in a class of its own. Moving forward, I want to cultivate Century as a brand that brings the spirit of Japan — the pride of Japan — out into the world.”
With the Century Coupe leading the charge, Toyota’s quiet revolution into the ultra-luxury world has officially begun — and it’s bringing Japanese elegance to the global stage. Still, there’s no word yet on whether the Century brand will make its way to India.
