Toyota is preparing a revolution in the world of Japanese automotive luxury. At the Japan Mobility Show 2025, the brand will unveil an exceptional concept: a Century ‘One of One’ SUV coupé. This unique project embodies the carmaker’s new ambition to push back the boundaries of automotive refinement. It also redefines Century’s place as a showcase of Japanese prestige, up against Rolls-Royce and Bentley.
Toyota’ s bold vision for this concept is to combine the timeless elegance of the Century limousine with the modernity of an SUV coupé. The muscular yet fluid silhouette expresses a clear break with the traditional codes of Japanese luxury.
An intriguing ‘One of One’ concept
Presented as a unique creation, the Century Coupé immediately stands out for its imposing looks and sculpted lines. Perched on large wheels, it looks more like a crossover than a traditional saloon. Its profile without a central pillar and its sliding doors, unprecedented on a model of this standing, reflect the pursuit of a design that is both futuristic and functional.
The golden Phoenix, the historic emblem of the Century lineage, sits proudly at the centre of a refined radiator grille. This visual signature, combined with the absence of a rear window, gives the concept a mysterious, almost sculptural dimension. Toyota has not confirmed the nature of its powertrain. But, several clues suggest that a combustion or hybrid engine could be lurking under the bonnet.
A new era for the Century brand
Since 1967, the Century has been the embodiment of Japanese automotive excellence. Long reserved for the country’s dignitaries and leaders, it was recently transformed into an SUV before adopting this bold coupé silhouette. This change of direction symbolises Toyota’s desire to make Century a brand in its own right, positioned above Lexus in the group’s hierarchy.
Here, Japanese designers are asserting the expression of « incomparable » luxury. The term « One of One » evokes not just a unique piece, but a philosophy: that of creating the incomparable. The concept is as much a stylistic achievement as it is a statement of Century’s identity.
A cabin designed as a mobile living room
While the images are still mysterious, certain details are already intriguing. The driving position could be central, reminiscent of some iconic supercars. The rectangular steering wheel is more reminiscent of an aircraft control than a traditional steering wheel. As for the interior, it promises to be spacious and modular, with sliding seats and a wider doorway thanks to the inverted doors.
Toyota seems intent on offering an on-board experience worthy of a living room on wheels. Comfort, discretion and personalisation remain the watchwords of this concept, which takes the notion of Japanese hospitality, or omotenashi, a step further.
The symbol of Japanese luxury
With the unveiling of this Century coupé, Toyota is confirming its ability to rival the leading European brands. The sleek design, noble materials and innovative bodywork reflect a unique expertise. The silhouette, both tall and elegant, combines the stature of an SUV with the finesse of a grand touring coupé.
More than just a styling exercise, this concept heralds a clear strategy: to extend the Century brand beyond Japan. Already marketed in China as an SUV, the label could soon be targeting other international markets, reinforcing the carmaker’s global prestige.
A cultural and industrial revolution
With Century, Toyota is introducing a new definition of luxury. Rather than reproducing Western codes, the group celebrates Japanese sophistication based on sobriety, perfection of detail and rarity. This ‘One of One’ is not about excess, but about the exceptional.
Akio Toyoda, Chairman of the group, wants to make Century the symbol of uncompromising luxury, while Lexus will pursue a more experimental and international path. This division of roles reflects a clear ambition: to promote Japanese expertise in all the top-of-the-range segments.
Pending the official revelation
The Toyota Century Coupé will make its world debut at the end of the month, at the Japan Mobility Show 2025. In the meantime, its performance and potential market launch remain a mystery.
One thing is certain: with this ‘One of One’ concept, Toyota is once again proving its ability to surprise, innovate and reinvent Japanese luxury. This exceptional coupé could well mark a historic turning point in the Century saga, paving the way for a new era of automotive refinement.
