Toyota launches Century as an ultra-luxury brand targeting a market above Lexus.
Century coupe concept to debut at 2025 Japan Mobility Show with bold design and potential V12.
Century’s repositioning mirrors Rolls-Royce’s role within BMW’s brand hierarchy.
It appears Toyota will be launching the Century nameplate to new heights as a standalone luxury brand positioned above Lexus. This will position Century into the ultra-premium segment. Pictures of the new Century Coupe Concept have emerged ahead of the 2025 Japan Mobility Show, where the company will provide more information on the newly elevated marque.
Toyota Century Brand Coupe Concept | Photo: ToyotaOriginally introduced in 1967, the Century has long served as Toyota’s most exclusive vehicle, traditionally reserved for the Japanese domestic market. The second-generation sedan remains the only Toyota to have been powered by a V12 engine. The third-generation sedan offered a hybrid V8 powertrain. In 2023, Toyota expanded the lineup with the Century SUV powered by a V6 PHEV powertrain.
The logical step for the Coupe Concept would be to extend the use of the PHEV powertrain or, perhaps, a full battery-electric layout. We’re thinking the Century could rival the “popular’ Rolls-Royce Spectre electric coupe and even the Cadillac Celestiq.
Toyota Century Brand Coupe Concept | Photo: ToyotaThe upcoming Century Coupe Concept signals the brand’s global ambitions. The high-riding, two-door model features design elements that evolve from the Century SUV, including an intricate rectangular grille and a long hood. The vehicle is painted in metallic orange and lacks a rear window, opting instead for a continuous painted surface from the roof to the rear deck.
Other notable exterior features, as seen in the provided images, include suicide-style doors that split horizontally to ease access to the rear seats. Hood vents point to the use of an internal combustion engine. It’s possible that the big two-door Century may offer various powertrain options.
Lexus LS Concept: When the Flagship Sedan Becomes a Six-Wheeled Electric Minivan
The Century coupe appears to be the most production-ready of the concepts Toyota will preview at the Japan Mobility Show. Other upcoming vehicles shown include a six-wheeled Lexus minivan and a futuristic Corolla model.
Toyota has not confirmed whether the model, or the Century brand itself, will be offered in North America.
Source: Motor1
