By Toyota has revealed the all-new Century Concept, a stunning luxury car that embodies what the brand calls the “Pride of Japan.” The model marks a new beginning for the iconic Century name, which will now become its own global brand — a personal passion project of chairman Akio Toyoda designed to represent the best of Japanese craftsmanship, according to car.news.
The Century name has always carried prestige in Japan, long associated with emperors, prime ministers, and business leaders. Now, Toyota wants to take that legacy worldwide. The new Century brand will sit above Lexus, described by Toyota as “the pinnacle of luxury within the Toyota family” and a “one-of-one” experience built entirely to order.
Unveiled at the 2025 Tokyo Motor Show, the Century Concept stands out with its high-riding, coupe-inspired design and futuristic sliding doors that glide electronically along the body. The concept blends elegance with innovation, hinting at Toyota’s future vision for handcrafted Japanese luxury.
While Toyota hasn’t confirmed when the production model will arrive, the design clearly shows that the automaker is ready to challenge the likes of Rolls-Royce and Bentley on a global stage.
Since 1967, the Century has symbolized quiet power and refinement in Japan. Originally a sedan powered by a V12 engine, the model later evolved into a V8 hybrid, and more recently, a plug-in hybrid V6 SUV. The new concept’s powertrain remains a mystery, but it’s expected to combine performance with traditional craftsmanship.
Each car will be made-to-order, following Toyota’s “One-for-One” philosophy. Customers will be able to personalize every detail — from natural materials to traditional Japanese joinery techniques known as Ari-tsugi.
Akio Toyoda personally presented the concept in Tokyo, finished in a rich 60-layer Amber paint that symbolizes Japan as the Land of the Rising Sun. Standing beside the vehicle, Toyoda shared emotional reflections on his grandfather Kiichiro Toyoda’s vision of building an automotive industry that represents Japanese spirit and creativity.
“The first Century was created to inspire Japan and its people,” Toyoda said. “Now, as we face new challenges, the Century must once again rise — not just as a car, but as a symbol of our nation’s pride and resilience.”
He acknowledged Japan’s changing global position, saying, “The ‘Japan as Number One’ era is behind us. But if Kiichiro and Nakamura were here today, they wouldn’t speak — they would act. And that’s what we must do.”
The Century Concept is more than a luxury vehicle — it’s a cultural statement, a reminder of Japan’s enduring craftsmanship, and a new chapter in Toyota’s global story, according to car.news.
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