By Steve Laser
Toyota is expanding its horizons with the creation of the new ultra-luxury Century brand. Positioned above Lexus, Century will offer new vehicles, beyond the existing premium Toyota Century sedan and SUV. A Century coupe concept that made its debut at the Japan Mobility Show could become a flagship model for the new brand.
The family photo above shows the new Century concept, welcomed by the current Century SUV and luxury sedan, the first-generation Century sedan, and the performance-inspired Century GRMN. A hallmark of Century has been low-volume production, with the ability to trim and fit premium vehicles that meet the needs and desires of customers.
During the Toyota Group Press Briefing at the Japan Mobility Show, the Century presentation included the new brand announcement plus the reveal of the all-new Century coupe concept. Akio Toyoda (above), Chairman of the Board of Directors, highlighted the history and development of the first Toyota Century sedan, that began in 1963.
“Together, we have decided to launch the Century brand, ‘One of One,’” said Akio Toyoda. “Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that brings the spirit of Japan – the pride of Japan – out into the world. The next Century begins with us.”
The term “One of One” applies to the new Century coupe concept, since there is only one at the moment. However, like other existing Century models, customers would likely have the opportunity to create one-of-a-kind coupe masterpieces, with distinctive colors, equipment, trim, and options.
The exterior color, called Flare Orange, is said to be applied by master painters, with more than 60 layers, and polished to perfection. Century DNA continues in the grille design, with Kumiko latticework and an exquisite Shippo pattern.
Attention to detail continues throughout the concept’s cabin. Inspired by past and present Century models, elements include Shippo cloisonné, along with traditional crafts, such as Nishijin-ori brocade, and urushi lacquer.
The Century coupe concept pays homage to the heritage of Toyota with additional intricate designs. For example, the thread-like array inside brings to mind the circular loom invented by Sakichi Toyoda, founder of the Toyota Group.
The driver is treated to a modern yoke-style steering wheel, and an abundance of high-tech displays. An alternate Century instrument panel design features a more traditional, round steering wheel choice, that carries the brand’s Phoenix logo.
The concept’s powertrain choices are only limited by the imagination at this point. Could it be all-electric, or a self-charging hybrid, or perhaps a gas-powered, turbocharged V8? Whatever the choice, one would expect effortless acceleration for this future dream machine.
Century Sedan
The Century name was originally selected to commemorate the 100th birthday of the founder of the Toyota Group, Sakichi Toyoda, when the car was launched in 1967 (above). The second generation Century that followed 30 years later (1997) was the first Toyota to offer a V12 engine.
The third-generation sedan, launched in 2018 (above), features a 5.0-liter V8 Hybrid system, more contemporary styling, and limo-type rear seats. The sedan is expected to remain in production for the new Century brand.
Century SUV
The Toyota Century SUV, launched in 2023, is also built in low volume. Like the sedan, as a chauffeur vehicle, the center of gravity is in the rear, and long rear doors provide easy access. The vertical side panels are inspired by a loom’s “shuttle,” as a tribute to Toyota’s heritage as a manufacturer of automatic looms for weaving textiles and fabrics.
Century SUV features a 3.5-liter V6 plug-in hybrid (PHEV) system, electronically variable transmission (e-CVT), and E-Four Advanced AWD. Dynamic Rear Steering and Adaptive Variable Suspension are also featured.
The Japan Mobility Show replaced the long-running Tokyo Motor Show. General public days are scheduled for Nov. 1-9, at Tokyo Big Sight, in the Ariake district of Koto-ku.
Note: The Century coupe is a concept vehicle and is not currently for sale.
News sources and photos courtesy of Century and Toyota Motor Corp.
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