Century Is now an official brand — Toyota elevates Its pinnacle of luxury

KUALA LUMPUR: At the Japan Mobility Show 2025, Toyota Chairman Akio Toyoda announced that the Century nameplate has been elevated into a formal standalone brand, marking a major shift in how Toyota defines its highest tier of craftsmanship and prestige.

The move transitions the Century from a long-standing model line — once reserved for Japan’s elite — into a fully fledged luxury marque with its own identity, direction, and design philosophy.

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Until now, the Century referred exclusively to a single limousine model introduced in 1967, built as Japan’s answer to the world’s most prestigious luxury cars.

The sedan was known for its understated presence, meticulous hand-assembly, and traditional Japanese touches such as Nishijin-ori woven silk and Edo-style metal engraving.

Over the years, the Century served as the official transport for Japan’s imperial household and corporate executives, remaining largely unavailable to the general public. Its exclusivity and connection to national heritage made it one of Toyota’s most respected products, even if it was rarely seen outside Japan.

A Brand That Represents Japan

Akio Toyoda described the new Century brand as a way to bring Japan’s cultural and manufacturing strengths to a global audience.

“Century is not just another brand within Toyota. We want to cultivate it as a brand that brings the spirit of Japan — the pride of Japan — out into the world,” said Toyoda during his address.

He also explained that the brand’s new positioning stems from the same principles that guided the original model: to be unique, to blend innovation with tradition, and to represent Japan’s values of craftsmanship and harmony.

The Century’s phoenix emblem — a traditional symbol that appears only when the world is at peace — will continue to serve as the brand’s icon, emphasizing a philosophy of creating vehicles that reflect calmness, dignity, and precision.

What Comes Next for Century

Toyota has already laid the groundwork for this transformation with the introduction of the Century SUV, a model that reinterprets luxury in a more modern form while retaining the marque’s characteristic quietness and attention to detail.

Moving forward, Century will operate as a separate luxury division, complementing Lexus but focusing on a different segment — one defined by artisanal craftsmanship and limited production rather than global scale.

While Toyota has not detailed future products, the company has made it clear that each vehicle wearing the Century badge will continue to embody the same “one of one” approach — designed and built to represent the best of Japanese refinement.

With this announcement, Toyota has effectively turned one of its most symbolic cars into a brand that stands on its own, representing not just the top of its lineup, but the highest expression of Japanese luxury.

The Century brand now stands as a bridge between tradition and innovation — a quiet yet powerful step forward for Toyota’s identity at the very top end of the automotive world.

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