At the Japan Mobility Show 2025, Toyota officially launched Century as its own ultra-luxury brand – its first new brand in over 20 years – challenging Rolls-Royce, Bentley, and Mercedes-Maybach on the global stage.
Is it a new nameplate?
No, Century isn’t a new nameplate. The Century, a car model, was introduced in 1967 to commemorate 100th birthday of Sakichi Toyoda, the company’s founder (1867-1930). For decades, it was Japan’s elite chauffeur-driven car, favoured by the royal family, government officials, and business tycoons. This week, Toyota spun-off Century as a unique brand, independent from Toyota and Lexus.
Does it sit above Lexus?
Yes. Founded in 1989, Lexus – short for Luxury EXports to the US – has been Toyota’s luxury-car arm, rivalling Mercedes-Benz, BMW, and Audi. On the other hand, Century – hand-built, hyper-exclusive cars – rivals Rolls-Royce, Bentley, and Mercedes-Maybach, but with distinctive Japanese craftsmanship. Chairman Akio Toyoda led the push to reimagine Century as “the pinnacle of Japanese luxury.”
Will it be sold globally?
For decades, the Century car was sold only in Japan, but the Century brand will have many models, and Toyota said it will target markets such as Japan, China, and the UAE initially, and then other select markets such as North America and Europe.
Will it come to India?
Not in the near future.
What makes it unique?
Century differs from Bentley, Rolls-Royce, and Mercedes-Maybach in several ways. It will most likely have a hybrid powertrain for smooth and quiet ride quality (Bentley and Rolls-Royce typically have large V12 engines). It will not be ostentatious, but will have artisanal craftsmanship involving hand-built construction by Japanese masters, traditional paint layering, and interior appointments that reflect Japanese aesthetics, such as Nishijin silk trim.
Will be sedan or SUV?
The model revealed at the show was a three-door coupe, but there will be Century sedans and SUVs.
