Toyota Motor Corporation has officially unveiled a new ultra-luxury brand, spun off from its revered Century line, in a strategic move to challenge the dominance of Rolls-Royce and Bentley in the global luxury automobile market. The announcement, made ahead of the upcoming Japan Mobility Show in Tokyo on October 31, represents a defining moment in Toyota’s evolution — signaling its ambition to blend traditional Japanese craftsmanship with modern sophistication to create vehicles that redefine opulence and prestige.
For decades, the Century has stood as a discreet symbol of Japan’s elite class — a car reserved almost exclusively for political leaders, business magnates, and members of the Imperial Household. Introduced in 1967 to commemorate the 100th birthday of Toyota’s founder, Sakichi Toyoda, the Century line became synonymous with understated luxury, precision engineering, and a level of detail that reflected the essence of Japanese artistry.
Now, Toyota is elevating that heritage to a new level. The company announced that the Century name will evolve into an independent brand, positioned even higher than Lexus, Toyota’s current luxury division. The creation of this ultra-premium marque signals Toyota’s determination to enter a segment historically dominated by European titans such as Rolls-Royce and Bentley — a bold statement from a company long celebrated for reliability and innovation rather than extravagance.
Toyota Chairman Akio Toyoda, grandson of the company’s founder, described the move as a natural progression in Toyota’s quest to expand its identity and appeal to new markets. “When we go higher-end, we need something above — not Lexus, nor Toyota. That is the position of the Century,” he explained during a panel discussion, emphasizing that the new brand will represent the pinnacle of Toyota’s craftsmanship and design philosophy.
Toyoda, known for his passion for automotive excellence, said the creation of a standalone Century brand will allow Toyota to explore new expressions of luxury without compromising the character of Lexus, which will continue to focus on innovation, performance, and technology. “Lexus will remain our pioneer brand,” added Toyota’s Chief Branding Officer Simon Humphreys. “Century, however, will embody the spirit of ultimate exclusivity, handcraftsmanship, and quiet confidence.”
The brand’s debut model, a concept vehicle named One of One, epitomizes that philosophy. The car combines the elegance of a limousine with the presence of an SUV, featuring sliding doors, an extended wheelbase, and generous legroom tailored for chauffeur-driven comfort. Intriguingly, it eliminates the traditional rear window, creating a cocoon-like environment for passengers — a design that Forbes described as “a Rolls-Royce having a baby with an SUV.” The unique design underscores Toyota’s willingness to experiment with form while maintaining the dignified essence that defines the Century legacy.
Currently, Toyota produces two Century models for the Japanese market — a sedan powered by a 5.0-litre V8 hybrid engine and a newer SUV variant equipped with a 3.5-litre V6 plug-in hybrid system. Both are manufactured in extremely limited quantities at Toyota’s Higashi-Fuji Plant, where each vehicle undergoes meticulous hand assembly by a select group of master craftsmen known as takumi. These artisans apply traditional Japanese woodworking, lacquer, and stitching techniques to ensure that no two vehicles are exactly alike.
By creating a separate brand, Toyota aims to preserve this exclusivity while expanding global accessibility in select markets. Analysts believe the decision could open a new chapter for the Japanese automaker, whose reputation for reliability and refinement has long overshadowed its potential in the ultra-luxury space.
“The Century has always been Japan’s answer to the Rolls-Royce Phantom, but it has remained largely unknown outside Japan,” noted automotive industry expert Yuki Nakamura. “Turning it into an independent global brand allows Toyota to showcase its craftsmanship to the world — it’s a statement that Japan can produce luxury at the same level as Europe’s most prestigious marques.”
The transition also reflects broader trends in the global luxury vehicle market, where brands are seeking to balance tradition with sustainability. Toyota has been a global leader in hybrid and hydrogen technology, and the new Century lineup is expected to incorporate electrified powertrains without sacrificing performance or luxury. The automaker hinted that future Century models could feature fully electric drivetrains, advanced autonomous systems, and next-generation connectivity designed for seamless chauffeur experiences.
While Toyota’s entry into the Rolls-Royce and Bentley segment might seem ambitious, industry analysts say the company’s strong financial foundation, vast engineering resources, and attention to cultural authenticity give it a competitive edge. “Luxury today isn’t just about price tags and horsepower — it’s about heritage, innovation, and emotional connection,” said auto design consultant Mark Ellis. “Toyota understands this deeply. The Century brand has the quiet dignity and craftsmanship that can redefine what luxury means in the 21st century.”
For Akio Toyoda, the move is also personal. Throughout his leadership, he has consistently emphasized emotional design and human connection in Toyota’s philosophy, urging his engineers to build “cars that make people smile.” The new Century brand, he believes, embodies that spirit on an even grander scale. “The Century is not about showing wealth,” Toyoda remarked. “It’s about showing respect — respect for craftsmanship, for tradition, and for the person who rides in it.”
As Toyota prepares for the official unveiling of its new Century models at the Japan Mobility Show, expectations are running high. The event will serve as a global stage for the company to demonstrate that Japanese luxury can rival — and perhaps surpass — the European ideal. The introduction of the new brand not only cements Toyota’s place among the world’s premier automakers but also highlights Japan’s cultural influence in the evolving narrative of modern luxury.
By merging meticulous craftsmanship with future-ready technology, Toyota’s Century brand aims to appeal to discerning customers who value subtlety over showmanship and artistry over extravagance. It is a celebration of refinement, discipline, and precision — values deeply rooted in Japanese heritage.
In an era where luxury is often measured by excess, Toyota is charting a different course — one that blends elegance with restraint and innovation with tradition. The creation of the Century brand marks more than just a corporate milestone; it represents the rebirth of Japanese luxury on the world stage.
— Africa Live News
