Toyota will show off a new super-premium luxury car concept during the Tokyo Motor Show later this month. But don’t expect to see it land in Toyota showrooms. Badged a “Century” model, it will signal the launch of an all-new brand rising above the automaker’s current Lexus division to take on some of the world’s most exclusive marques, including Bentley and Rolls-Royce. Headlight.News has more.
Toyota plans two models for the new Century brand, including a coupe based on the One of One concept.
It’s been nearly four decades since Toyota proved it could be a serious competitor in the luxury market with the launch of the Lexus brand. Now, the automaker wants to go even higher into the automotive stratosphere with the launch of the Century brand.
The name might ring a bell for those familiar with Toyota’s Japanese line-up. First launched in 1967, the Century badge has appeared on a small group of full-size luxury cars and limousines. Now, however, Toyota Motor Chairman Akio Toyoda wants to take things to the next level, turning Century into a direct competitor to the likes of exclusive European super-premium marques such as Bentley and Rolls-Royce.
“When we go higher-end, we need something above, not Lexus, nor Toyota,” Toyoda said. “And we have the Century. That is the position of the Century.”
Adding some passion
One of the Century coupes most unusual features: sliding doors.
Toyota pulled off a bit of sleight-of-hand this week. The automaker had been hinting it would debut a new supercar, but rather than reveal a new high performance model it revealed images of a new ultra-luxury coupe that, the automaker explained, shows what it has in mind as it creates an all-new Century brand.
The show car appears directly aimed at the likes of the Bently Continental GT. It’s clearly designed to give Century the sort of “passion” that Toyoda frequently talks about, and stands in sharp contrast to the stodgy, albeit luxuriously appointed, limousines Century has long been known for.
As the Toyota chairman envisions things, the new super-premium brand will feature both a sporty coupe and a crossover, the latter model to replace the traditional sedan. Both models will be distinguished by a new phoenix badge.
Distinctive design
The Century brand’s new phoenix logo.
Dubbed the One on One concept, the Century coupe isn’t just another high-end two-door. It does pick up on some classic high-line design cues, such as the long, tapered roof line and tall grille distinguished by that phoenix logo.
But there’s no rear window and, most unusually, its main doors slide, rather than swing, open, providing easier access for its high-line occupants. There actually are two smaller doors that slide rearward, providing even easier entry for those seated in the rear.
Another distinctive touch: the front passenger seat – on the left side in Japan – is positioned a bit rearward, providing more than ample legroom.
As for powertrains? Toyota isn’t saying but there are some hints – like a like of tailpipes in these images – suggesting the coupe might be a hybrid or use some other form of electrification.
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Century Concept coming to the Tokyo Motor Show
It’s not clear how close the One of One concept is to the final production Century coupe.
First introduced in 1967, Century provided a Japanese alternative for the country’s dignitaries and ultra-wealthy to drive, rather than having to be seen in an import.
But for a company known for its relatively rapid product updates, Toyota did little to keep Century fresh. Over the decades, it has received only two major updates, in 1997 and again in 2018.
What Toyota now has in mind will be easier to fathom once we get a look at the actual Century One of One Concept at the Tokyo Motor Show – also known as the Japan Mobility Show — later this month.
For Japan only?
The Century Coupe concept will debut at the 2025 Tokyo Mobility Show.
Until now, you had to be living in Japan – or get hold of an exporter – to own a Century limo.
And that may remain the case when Century becomes its own, standalone brand. It is set to debut in the home market, according to Toyota officials. The automaker is “studying” other opportunities, according to U.S. communications chief Scott Vazin, though there are no plans in place to ship it across the Pacific. If anything, Century could first wind up in some Asian markets, notably China where there is a strong demand for premium luxury vehicles.
Pricing has not been announced but were the production version of the Century coupe to directly target the Bentley Continental GT it would likely come in around 30 million Japanese yen, or around $200,000.
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