Century Becomes Toyota’s New Ultra-Luxury Brand

Toyota has officially transformed Century from a single flagship model into an independent ultra-luxury brand — positioned to rival Bentley and Rolls-Royce. The debut of a new coupé prototype marks the beginning of this new chapter, signaling Toyota’s ambition to enter the highest tier of global luxury automobiles.

A New Flagship Identity

Originally introduced as Toyota’s top-of-the-line chauffeur sedan, and followed recently by the Century SUV, the Century nameplate now evolves into a standalone luxury marque. It sits at the very top of the Japanese manufacturer’s lineup and will focus heavily on:

• Master craftsmanship
• Hand-built elements
• High levels of personalization
• Exclusive, limited-volume production

The brand’s third model — a slightly raised grand tourer coupé — will premiere at the 2025 Tokyo Motor Show. Notably, it will be the first Century model to appear without Toyota logos, solidifying the brand’s independence.

According to Toyota chairman Akio Toyoda, the new Century aims to “bring the spirit of Japan to the world,” although he stopped short of confirming global exports outside Japan.

Three Doors, Three Seats: A Unique Concept

Toyota has not yet disclosed full technical details of the coupé concept, but early information reveals a distinctive approach.

Key Highlights:

• Dimensions comparable to the Bentley Continental GT
• Slightly higher stance for extra comfort and presence
• Rare three-door layout:
•     Two sliding doors on the passenger side (left       side in Japan)
•     One driver-side door
• A fusion of digital displays and traditional handcrafted elements inside
• Strong focus on luxury and craftsmanship

Unusual Seating Layout

The coupé features an unconventional 1+2 seating configuration:

• A single driver’s seat positioned front-center
• Two individual, lounge-style rear seats

This design mirrors the philosophy of Bentley’s recent EXP 15 concept, which also experimented with exclusive interiors and non-traditional cabin layouts.

Conclusion

The new Century coupé represents Toyota’s boldest attempt yet to redefine Japanese luxury. By separating Century into its own brand and introducing pioneering design ideas — sliding doors, three-seat architecture, and bespoke craftsmanship — Toyota is clearly targeting the same clientele who admire ultra-exclusive brands like Bentley and Rolls-Royce.