► Toyota goes ultra-high-end
► New Century brand to become Toyota’s Rolls-Royce rival
► First branded cars shown in Tokyo
At the 2025 Japan Mobility Show, the Toyota Motor Corporation revealed a new global strategy that seeks to redefine and strengthen its products. Now Lexus, GR, Toyota, Daihatsu will exist as more defined, separate entities and they’ll be led by Century – an entirely new Rolls-Royce and Bentley rival.
New, clear boundaries lines should allow each brand to flourish and set off on its own path – so moving forward a GR car will mean as much a Toyota as a Lexus or Daihatsu: that is related, but not just a sub brand.
What’s a Century?
‘It’s a brand which has been very popular in Japan, and the history of it is very close to the family,’ Lance Scott, Toyota’s head of ED2 (European Design Development) told CAR ahead of the show. If you think of Rolls-Royce and Bentley, there are no Mr. Rolls or Mr. Bentley in those companies, but we have a Century and still have the same family going forward.’
The Century name has existed for the last 100 years and is usually associated with top-notch limousines used by diplomats as well as the Imperial House of Japan and other high-level businessmen. Mythical outside of Japan and significant within it, the Century name comes from the original car’s creation in 1967, what would’ve been the 100th birthday of the Toyota founder, Sakichi Toyoda.
More recently, the third-generation Century launched in 2017 followed by a Century SUV in 2023 designed to take on the Rolls-Royce Cullinan and Bentley Bentayga.
But now Century is stepping onto the global stage as player in the ultra-luxury space.
The move also means Lexus will be given a new remit: rather than simply pursing luxury it now moves to become a challenger, innovation brand, with an eye on comfort and refinement.
‘To separate Century off into this ultra-high luxury brand allows Lexus a little bit to focus on the kind of the mainstream luxury,’ Scott added.
What cars can we expect?
Century revealed two new cars at the 2025 Japan Mobility Show, a predictably-positioned concept SUV and a more interesting, performance-orientated GR saloon. Both also compliment an existing SUV and sedan. However, it’s the concept SUV we know most about:
Slathered in 60 layers of paint for a burnished orange finish, the Century is a bold-looking SUV with a handmade, handcrafted interior to match. Inside we get swivel seats for the classiest possible ingress and egress situations as well as other intricate features such as clock sculpture on the dash.
Still, every Century will likely be different: ‘it’ll be one of one,’ said Scott at the reveal. ‘Each car is going to be more customised to the personal taste of the of the person who buys it.’
Is it coming to the UK?
There’s no confirmation that the Century brand will make it to the UK, but a closer examination of the new brand’s aims suggests it will. After all, with global brands like Rolls-Royce and Bentley in Century’s crosshairs, they’ll have to be just as present across international markets.
‘I’m sure if there’s someone in the UK who wants that car, they’ll be able to get it,’ Lance told CAR. ‘If someone in Abu Dhabi wants that car, they’ll get it – high wealth individuals generally get what they want.’
