Toyota Century to rival Rolls-Royce as standalone brand

Toyota is preparing to enter one of the most exclusive clubs in the automotive world. The Japanese giant is advancing Century, for decades its most exclusive flagship sedan, as a standalone brand aimed at the ultra-luxury segment, where it will compete directly with names like Rolls-Royce and Bentley.

The first Century was introduced in 1967 and has since become a symbol of status and power in Japan. Over the years it has served government ministers, senior executives and members of the Japanese imperial family, and has been sold in very small numbers. The second generation was even fitted with a 5.0-liter V12 engine, a powerplant that was especially rare in the Japanese market.

In recent years the Century name has begun to move beyond the traditional sedan body. In 2023 Toyota unveiled a new Century in SUV form, already presenting it as the pinnacle of the company's lineup and an expression of traditional Japanese luxury.

But the current move is far larger than the launch of another model. Toyota has confirmed that Century will become an independent brand and will be positioned in the "Ultra Luxury" category, above Lexus in the group's brand hierarchy. According to Toyota's chief branding officer, Simon Humphries, the move allows Lexus to focus on the broader luxury market while Century targets the highest and most exclusive end of it.

Toyota chairman Akio Toyoda has explained that the brand's goal is to bring "the spirit of Japan" and Japanese pride to the world. At the 2025 Japan Mobility Show, the company formally announced Century as a separate brand alongside Toyota, Lexus, GR and Daihatsu.

One of the clearest signals of where Century is headed came in the form of the Century Coupe concept car. It is a large, tall coupe with dramatic styling, an upright front fascia and the phoenix emblem associated with Century. The passenger compartment features only two seats, with the driver largely separated from the passenger, suggesting that in the future the company may continue to focus on cars designed to be driven by a private chauffeur.

According to reports, Toyota is even exploring the possibility of equipping future Century models, including a possible production version of the coupe, with a hybrid powertrain based on a V12 engine. At this stage the company has not confirmed technical specifications for such a model, nor is it clear which countries will receive the new Century cars.

Century is expected to continue to be produced in very low numbers, with the emphasis on handwork, luxury materials and customization options for clients. Toyota already describes the Century production process as very different from a regular assembly line, with a small number of skilled craftsmen assembling and finishing each car with care.

If the plan is executed on a global scale, Toyota will be attempting an especially ambitious move: taking a name that is almost unknown outside Japan and turning it into a direct competitor to brands with more than a century of heritage in the European luxury market. Century may still be far from the global presence of Rolls-Royce and Bentley, but Toyota is already making clear where it wants to position it—at the very top of the top.