Century

Brand Overview

Century is a new independent ultra-luxury brand under Toyota Motor, originating from the Toyota Century launched in 1967. It was officially announced to separate from the Toyota parent brand in October 2025, positioned higher than Lexus and directly targeting Rolls-Royce, Bentley, and other global top ultra-luxury brands.

Century takes "Japanese Luxury" and "Eastern Aesthetics" as its core concepts, upholding exquisite craftsmanship created purely by hand and delivering the ultimate customized travel experiences for political and business elites as well as the world’s top consumers. The brand name "Century" means "The Peak of the Era," and the name "Century" continues to be used in overseas markets.

Brand operations are rooted in Japan and managed directly by Toyota Motor Corporation. Its global dealership network adopts an independent store format, independent of existing Toyota or Lexus channels, and implements a "Tea Room" style closed appointment exclusive service. Building on nearly 60 years of heritage from the "Century," the brand is entering the global ultra-luxury car market with the concept of "one of one" tailor-made customization.

Development History

Century brand predecessor — the Toyota Century — was born in 1967 to commemorate the 100th birth anniversary of Toyota Group founder Sakichi Toyoda. Known for its ultimate Japanese luxury, the first-generation models were crafted entirely by hand, with exclusive Golden Phoenix emblems carved by master craftsmen, earning it the reputation of the "Japanese Rolls-Royce". The second-generation Century (GZG50) debuted in 1997, equipped with Toyota’s only V12 engine to date. Its production ended in 2017 due to tightening emission regulations.

2023 marked a key turning point for the brand’s transformation. The first-ever Century SUV was globally launched, limited to just 30 units per month in the Japanese market. In the same year, the new model was unveiled at the Guangzhou Auto Show, officially adopting the Chinese name "Shiji" and declaring its return to the Chinese market. It was equipped with a 3.5L V6 plug-in hybrid system, with pricing starting from 1.98 million RMB.

In 2025, Toyota officially announced the upgrade of "Century" into an independent ultra-luxury brand — "Century" — marking the car line’s historic leap from a single model to full brand operations. At the Tokyo Mobility Show held in October 2025, the first Century concept coupe made its global premiere, signaling the brand’s strategic move toward a younger, sportier, and electrified direction.

Brand Matrix / Product Line

Century’s current and planned product matrix is centered on SUVs and will expand into the ultra-luxury sports car segment with the Century Coupe concept car and a new coupe SUV.

Century SUV: The brand’s current mass-production mainstay, with body dimensions of 5,205mm/1,990mm/1,805mm and a wheelbase of 2,950mm. It adopts a large chrome grille, dual-layer split headlamps, and the exclusive Phoenix emblem design. The interior takes "Japanese Hospitality" as its core, featuring tunable privacy glass and the highest-grade leather, wood, and fabric decorations. The rear two independent president seats support large-angle electric backrest adjustment and can fully recline, equipped with exclusive displays, control terminals, small tables, and an 18-speaker premium audio system. The 2026 model adds an electrochromic window tuning function, with the starting price increased by 2 million yen to 27 million yen. Additionally, Toyota’s motorsport division GAZOO Racing has confirmed it will launch a GR Century SUV high-performance reinforced version.

Century Coupe: Reservations will open in Japan in Autumn 2026, with entry into the Chinese market in 2027, followed by subsequent entry into European and American markets depending on order demand. The production version is expected to adopt a 5.0L V8 Twin-Turbo Hybrid System (approximately 600 hp), featuring a no B-pillar clam-shell sliding door design. The rear seats can recline 60 degrees with one button and are equipped with foot heating, a hidden refrigerator, and a 23-speaker Yamaha 3D Audio System. Toyota is testing solid-state battery prototypes in cooperation with Panasonic; if regulations permit, it is expected to become one of the first models equipped with them, offering a pure electric range exceeding 800 km.

Century Coupe SUV: Currently in the planning stage, with market launch expected in 2027. The production version is likely to abandon the concept car’s sliding doors and 1+1 seat layout, returning to traditional doors and a 2+2 four-seat configuration. The car’s R&D targets directly compete with the Bentley Continental GT, Rolls-Royce Wraith, and other top luxury coupes.

Market Performance

Century’s commercial strategy is clearly based on "Scarcity" rather than "Scale" — not aiming for volume, but reinforcing the brand’s top positioning and sense of honor through ultimate scarcity. Toyota President Akio Toyoda moved Century out of the Toyota system for independent management, with the core logic not being the pursuit of sales numbers, but consolidating Century’s position as Toyota’s technology flagship and brand totem.

Century SUV entered the Chinese market after being unveiled at the 2025 Shanghai Auto Show, but its sales scale remains extremely limited. According to terminal sales data, the Century sold only 8 units in March 2025, with cumulative sales over the past 12 months totaling just 74 units, placing it at the bottom of the large SUV sales list. This data fully aligns with the brand’s "Scarcity strategy where sales numbers do not matter." Century’s target is to build exclusive travel vehicles for a select few at the top of the pyramid, rather than competing with mainstream luxury brands for market share.

Core Technology

The core of Century's technology route lies in the dual support of top traditional internal combustion engine technology and frontier electrification technology, retaining hall-of-fame engines such as the V12 in the wave of electrification.

3.5L V6 Plug-in Hybrid System: The current core power unit of the Century SUV. The system’s combined power reaches 303 kW (412 hp). Power is precisely distributed to all four wheels through the E-Four Advanced electric four-wheel drive system. Under WLTC conditions, combined fuel consumption is approximately 14.2 L/100 km, with a pure electric range of 69 km. The drive system mainly uses planetary gears for power splitting, starting with electric motor drive and collaborating motor and engine output during acceleration or climbing.

6.0T V12 Plug-in Hybrid System: To meet future flagship needs in the ultra-luxury market, Century is developing a top-tier 6.0L Twin-Turbo V12 Plug-in Hybrid System, with expected combined output power of 800 to 811 hp. This will be Toyota’s second 12-cylinder engine after the second-generation Century’s 5.0L naturally aspirated V12. Considering the tightening of global emission regulations, adopting a V12 plug-in hybrid is a feasible solution that balances ultimate smoothness with environmental compliance.

Electrochromic Privacy Glass Technology: To enhance rear passenger privacy, the 2026 Century SUV is equipped with specially developed AGC electrochromic privacy glass on the rear and quarter windows. It can switch between transparent, semi-transparent, and opaque modes while blocking 99% of UV rays. The panoramic sunroof retains a traditional electric sunshade.

Hydrogen Fuel Cell and Remote Control System: Century has successfully modified its PHEV powertrain into a hydrogen fuel cell vehicle (FCEV). At the end of 2025, a Century modified version (using the MIRAI system transplant) served as the headquarters command vehicle during the Hakone Ekiden Race.

Overseas Layout

Century brand upholds the business philosophy of "Originating from Japan, Serving the World." The core intention of its independent strategy is to develop overseas markets, especially China and the Middle East, where demand for ultra-luxury vehicles has been strong in recent years.

• China Market: After the Century SUV returned to China in 2023, the brand accelerated the construction of independent domestic channels. During the 2025 Shanghai Auto Show, Century appeared alongside Toyota and Lexus, and has continued to open "Century Stores" independent of Toyota dealership networks, implementing appointment-based one-on-one service. In future planning, the Century Coupe will officially enter the Chinese market in 2027, limited to 100 units per year.
• Europe, America and Other Regions: The Century Coupe will subsequently enter European and American markets gradually according to order production schedules. According to Toyota’s California Design Center, Century has planned to offer center-drive position versions for customers in the Middle East Gulf region to adapt to local preferences for luxury driving experiences.
• Global Service Network: All Century stores are independent of Toyota dealers and adopt a unified, highly ritualistic "Tea Room" style showroom. Customers must make appointments in advance to enter, creating an experience that embodies Japanese traditional hospitality and respect for craftsmanship.

Future Outlook

Century's future evolution revolves around three main lines: radical exploration of top-tier electrification technology, vertical expansion of flagship product series, and global output of brand cultural value.

Top-tier Technology Layout: Century is closely cooperating with Panasonic on solid-state battery prototype testing. Once regulatory conditions allow, it is expected to become one of Toyota Group’s first large-scale production models equipped with solid-state batteries. The production version of the Century Coupe is expected to push pure electric range beyond 800 km. At the same time, the flagship V12 Plug-in Hybrid Powertrain is expected to debut with the Century Coupe SUV in 2027.

Market Plan: According to Century’s product roadmap, the Century Coupe will first accept global limited orders in Japan in Autumn 2026, and officially enter the Chinese, major European, and American markets in 2027. The brand’s global independent showrooms will continue to maintain an extremely restrained pace of expansion. Additionally, the GR Century SUV performance version is also on the planning list.

Brand Culture Construction: Century’s differentiated competitive advantage compared to European ultra-luxury brands does not simply come from horsepower output or acceleration figures, but from decades of deep cultivation of the "Golden Phoenix" identity symbol and near-obsessive artisan craftsmanship on every vehicle. As Toyota President Akio Toyoda stated at the 2025 press conference: "Century is not Toyota’s luxury car, but Japan’s craft car." Century is not anxious to compete with European aristocrats in sales volume, but in the age of electrification and digitalization, it adheres to the underlying logic of ultimate craftsmanship and uses the Eastern philosophy of "Slow, Expensive, Scarce" to carve out a differentiated path at the peak of the ultra-luxury automobile pyramid.