Toyota's Century Steps Out: Japan's Ultimate Luxury Name is Going Global

For decades, the Toyota Century was a car that quietly ruled Japan's power corridors, a stately sedan known only to emperors, prime ministers, and captains of industry. It was Japan's answer to Rolls-Royce and Bentley, but with a distinctly understated sense of luxury, a quintessential Japanese statement. Now, in a bold and surprising move, Toyota is turning that secretive icon into something much bigger: a standalone global luxury brand. This comes as one of the biggest announcements from the Japan Mobility Show 2025.

A Symbol turns to Statement

On the eve of the launch, Akio Toyoda, Chairman of Toyota Motor Corporation, said, "Century is not just the name of a car. It is a heartfelt desire for world peace, and an endeavor to shape the next hundred years from Japan."

That statement fits the Century's legacy. Born in 1967 under the guidance of Toyota's first chief engineer, Kenya Nakamura, the Century was conceived with one goal: to be like no other. Nakamura's approach was to blend cutting-edge engineering with the intricacies of Japanese craftsmanship and tradition. It was never about showing off; it was about quiet pride.

Toyota's Stance on Luxury

Toyota sees an opportunity to redefine Japanese luxury on the world stage. The company already has Lexus for global premium buyers, but Century occupies a very different space. While Lexus signifies international sophistication, the new Century brand will stand for Japan's cultural identity, monozukuri craftsmanship, something that signifies care towards building something while taking utmost pride in the process, and the philosophy of calm excellence.

It's also a symbolic move. In an era when Japan's economic dominance has dimmed, Akio Toyoda sees the Century as a way to rekindle national pride and to remind the world, and the Japanese themselves of what makes the country's design and engineering unique. The phoenix badge, an imagery which in Japanese mythology appears only when the world is at peace, underlines that aspiration.

A New Era, a New Century

The repositioning starts with the recently introduced Century SUV and saloon, a modern reinterpretation of the nameplate designed for chauffeur-driven comfort in a global context. It combines hybrid powertrains, exquisite materials, and near-obsessive attention to detail, all while preserving the traditional serenity that defines the Century experience. If the SUV is the first chapter, it is expected that a range of Century-branded vehicles will follow, it, however, won't be surprising to see and electrified Century soon, or even a grand tourer to say the least, but the thing about Toyota is that they build brands that grow with time and are there to stay, something that auto enthusiasts deeply appreciate about the brand. As very correctly described as "One of One", a direct nod to Nakamura's original mantra, "To be like no other."

The biggest surprise, however, is Toyota's claim that while the Century is designed for those who enjoy being chauffeured, it's just as rewarding from behind the wheel.

While the Century models will likely share platforms, powertrains, and technology with Lexus and Toyota, the differentiation will lie in craft, curation, and cultural expression. Shared DNA, but distinct soul. Lexus will continue to push global luxury and performance, while Century would become the serene, artisanal counterpoint. In essence, Toyota isn't just launching another luxury line, it's defining what Japanese modern luxury could mean for the next hundred years.

Phoenix = Rebirth

The rebirth of Century as a brand feels timely. As electric hypercars and digital dashboards dominate the luxury space, Toyota is betting on something timeless: craftsmanship, human touch, and cultural authenticity. It's not chasing Tesla or Rolls-Royce, it's creating a new category altogether.

The phoenix emblem says it best. After a century of building cars, Toyota wants to create the next hundred years of Japanese luxury. The Century is not just rising again, it's spreading its wings, all from the good old land of the rising sun.