At the Japan Mobility Show 2025, local carmaker Toyota previewed its new ultra-premium concept car: the Toyota Century Coupé. Symbolising a new era for the Japanese manufacturer, Toyota intends to expand its range, but above all redefine its vision of automotive prestige. Century will go from being a government car to a brand in its own right, positioned above Lexus.
A new era for Toyota prestige
Even before its official unveiling, Toyota Chairman Akio Toyoda had teased the arrival of a « car that would redefine the pinnacle of Japanese luxury », foreshadowing a major transformation of the Century line. A few hours later, the promise took shape: the Century Coupé made its grand entrance on the Tokyo Motor Show stage. A sleek, sporty appearance that embodies a strategic turning point for the brand. Indeed, Century’s future entry into the market will probably enable Toyota to take on the giant Rolls-Royce and Bentley, dominators of the ultra-premium segment.
On 14 October 2025 in Tokyo, Akio Toyoda, President of Toyota Motor Corporation, announced that Century would become a brand in its own right, embodying « Japanese refinement in its purest form ». Now made up of three entities, the Japanese group assures that Lexus will retain its international top-of-the-range vocation.
Over fifty years of history
But Century isn’t a brand that just appeared out of nowhere. In fact, it’s a story that began in 1967, and for a long time embodied power and success in Japan. It served as a limousine for the leaders and the imperial family. Thirty years later, in 1997, the second version appeared and for two decades it remained the official government car. However, it was in 2018 that the Century took the electric turn by entering the hybrid era, while retaining its classic but recognisable silhouette. Finally, in 2023, the Century SUV was introduced, and this time it paved the way for an assertive diversification, more in tune with contemporary tastes.
Century Coupé, the concept car unveiled at the Japan Mobility Show 2025, is intended to be part of this continuity: it will not replace historic vehicles, but will reinvent the Japanese brand’s line of driving.
An ultra-premium character
The first public showing of the Century Coupé at the Japan Mobility Show was marked by its radically new design. According to the manufacturer, this was achieved after more than 60 coats of hand-polished paint, symbolising the brand’s desire to produce not just a vehicle, but a work of art. This three-door prototype, measuring over 5.5 metres, combines the elegance of a large coupé with the presence of a luxury SUV.
The front features the emblematic grille adorned with the golden Century badge, while the rear is distinguished by a minimalist light signature, with no rear window according to first impressions. The doors are sliding and split into two sections to allow access to both the front and rear.
Inside, the vehicle’s uniqueness is obvious: only two seats, with a large rear seat dedicated to comfort, in keeping with the chauffeur-driven tradition. The materials chosen confirm the brand’s ultra-premium orientation: precious woods, Nishijin-ori brocade, Wajima lacquer… Every detail is hand-crafted. The driving position remains sleek and resolutely technological, with a yoke-type steering wheel and several digital screens, while the rear passenger benefits from a luxurious, wide-open space. However, Toyota is talking about expanding the Century brand and aiming for global ultra-luxury, which suggests that there could eventually be a marketed version with 4 or 5 seats.
An unknown engine, but a vehicle to choose from
While the vehicle’s appearance has been unveiled, Toyota is keeping a low profile when it comes to the concept car’s performance. Hybrid or 100% electric? It’s impossible to say which engine will be chosen. What is certain is that the Century Coupé inaugurates the ‘One of One’ philosophy, specific to the new Century brand: each model can be customised down to the smallest detail, from the paintwork to the interior materials, according to the customer’s wishes.
Luxury according to Toyota
With the Century Coupé concept car, Toyota is sending out a clear message: Japanese luxury will soon no longer have to hide behind the standards of ultra-premium leaders Rolls-Royce or Bentley. Toyota Motor Corporation and its president Akio Toyoda are asserting their own style and, through this first public appearance, they intend to preserve their history in order to rise to the top of the world motoring world.
