The Toyota Century luxury brand is being positioned above Lexus in the Toyota hierarchy, giving the automaker a real competitor for ultra-luxury European names.
Toyota dropped a bold statement at the 2025 Japan Mobility Show: its Century brand is coming for Bentley and Rolls-Royce. Ian Cartabiano, president of Toyota’s Calty Design studio, made the comparison while unveiling a new Century coupe concept. While Century has been around for decades as Japan’s answer to ultra-luxury vehicles, serving government executives and captains of industry, it’s now expanding beyond Japan with global ambitions.
Bespoke Toyota Century customization brings ultra-luxury Japanese vehicles to the market
The “1 of 1” approach means every Century will be highly bespoke, customized to individual buyers. Toyota chairman Akio Toyoda is betting the brand can compete in the ultra-luxury space by offering something the German-owned British brands can’t: authentic Japanese luxury with Takumi craftsmanship made for luxury cars and unique materials choices. The attention to detail borders on obsessive.
What does the 1 of 1 concept offer?
The orange Century concept coupe shown at the Japan Mobility Show has a 60-layer paint automotive finish. Yes, 60 layers. Cartabiano also made an odd comment that owners will want to be chauffeured in the coupe as well as drive it, which seems questionable for a two-door sports car. The coupe design itself commands attention.
Wide, low, and aggressive with an upright blocky front end, it features hood strakes, a sloped greenhouse, massive dark wheels, and pronounced rear fenders. The lighting gives it an almost menacing look. No interior shots yet, and the powertrain remains unknown.
The Toyota Century luxury brand global expansion
The current Century SUV uses a 3.5-liter V-6 plug-in hybrid, though that seems underpowered for a Rolls-Royce competitor. Toyota has the resources and patience to pull this off. Sister brand Lexus proved the company can play the long game in luxury. Building a brand that competes with century-old British luxury marques won’t happen overnight, but Toyota isn’t betting on quick wins. This means the Toyota vs Bentley competition, pitting Japanese ultra-luxury automotive technology and comfort against old-world British charm and elegance, will likely have to wait a few years. When that competition final occurs, don’t be surprised to see the Century brand come out on top.
Century dates back to before Lexus
The Lexus brand hit the market in 1989, taking its position as the luxury arm of Toyota, but the Century name dates back to a time before Lexus was even conceptualized. The first Toyota Century sedan, made to be a chauffeured car for Japanese CEOs, was revealed as far back as the 1968 Tokyo Auto Show. This brand has mostly stayed in Japan and stuck with mostly limousine-style cars, but in 2023, a new SUV was added to the mix. Now, it seems that it’s time for the Toyota Century luxury brand to go on a world tour and become a brand name that stands at the top of the automotive market.
Unleashing the Toyota Century luxury brand means freeing Lexus
As the luxury arm of Toyota, Lexus has had to act like a responsible older brother for years, but that time is over. Adding this new name to the global mix allows the Century brand to take on the higher-end of the market, which releases Lexus from its shackles and creates a new direction for the Century brand and Lexus. This means Lexus can take on challenges and be a bit freer in its styling and performance, as we’ve already seen with the most recent six-wheeled van concept.
The One of One is much different from other Toyota models
Toyota has been moving forward with hybrid powertrains and smaller engines for the past few years. That doesn’t mean the new Toyota Century luxury brand will adhere to the same direction and following. The One of One concept SUV arrived at the Japan Mobility Show as a coupe-style SUV with a V12 engine. It comes with style and a stance that rivals Rolls-Royce, making it the ultimate expression of customization with sliding doors that make it easier to enter and exit on one side. If this concept becomes a reality, it will be the only Toyota product with either a V12 or V8 engine under the hood.
What will come of the Toyota Century luxury brand as it expands globally to be part of a much larger market? Will this brand eventually compete with Rolls-Royce and Bentley at the top of the market? What impact will this new top-end brand have on Lexus?
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