Toyota has pulled the covers off its CenturyConcept, its first vehicle since plans were announced for Century to become a full-fledged brand – and a passion project of Toyota chairman Akio Toyoda, designed to reinvigorate Japan.
The previously Japan-only Century nameplate’s new global ambition was announced by Toyoda-san earlier this month, when it was also established as one of the automaker’s five core brands alongside Daihatsu, Toyota, Gazoo Racing Sport, and Lexus.
This sees Century positioned as the ‘pinnacle of luxury within the Toyota family of brands’ – above Lexus – as a ‘one of one’ bespoke brand able to go ‘head-to-head with Rolls-Royce and Bentley’ and set trends, not follow them, as ‘like no other’.
Shown in the flesh at the 2025 Tokyo motor show, no details were given on when a production version of the concept will eventuate, or where the Century brand will be sold outside of Japan.
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The Century name has been in use by Toyota since 1967, exclusively on a flagship rear-wheel drive sedan favoured by the Imperial House of Japan and political and business leaders, before an SUV – sharing its platform with the Toyota Kluger – was revealed in 2023.
The concept revealed at this week’s show features a higher ride height than a typical coupe and, even more unusually, sliding doors that pop out and move electronically along its flanks.
There’s also been no word on what will power the new Century. The Century SUV features a plug-in hybrid V6 powertrain, while the Century sedan uses a V8 hybrid and before that was the only Toyota to use a V12 petrol engine.
That’s tipped as the reason why even the legendary Lexus LF-A supercar used a V10 engine and didn’t run a V12.
Each Century is to be made-to-order under the brand’s ‘One-for-One’ philosophy, with Toyota confirming customers will be able to specify their vehicles with natural materials and details including ‘Ari-tsugi’ wooden joinery.
The concept car was revealed alongside a sporty GRMN version of the Century sedan – something that was previously a one-off built for Toyoda-san – plus a Century SUV with a unique matte black exterior and orange interior.
In Tokyo, Toyoda-san presented the wild, muscular concept personally, which was finished in a vibrant 60-layer Amber paintwork to represent Japan as the nation of The Rising Sun, with a heartfelt reflection on the role Japan – and its auto industry – plays in the world.
The first Century was created with a goal to inspire and establish a credible automotive industry in Japan – which has been overwhelmingly achieved.
“‘It is not just about making automobiles. With Japanese ideas and skills, we must create an automobile industry for Japan.’ These were the words of Kiichiro Toyoda,” said Akio Toyoda.
“‘I want to build a democratic, automotive-industrial nation, contributing to Japan’s peaceful rebuilding and to world culture.’ These words have never left me.”
Reflecting on both his family and Century brand lineage, Akio Toyoda took a broader perspective on why 2025 is the time for the ‘phoenix’ to return, the Century a vehicle he says was “born with Japan on its shoulders”.
“The ‘Japan as Number One’ era is behind us, and we are now in what has come to be known as ‘The Lost 30 Years,” said Toyoda-san.
“Japan as a nation seems to have lost some of its energy and dynamism, along with our presence in the world … If Kiichiro and [original Century engineer, Kenya] Nakamura could see Japan today, what would they say?”
“I suspect they wouldn’t say anything, and instead leap straight into action … I believe now more than ever, we need the Century.”