At the Japan Mobility Show 2025, we got up close with the craftsmanship of the Century Concept, which previews the direction of Toyota’s newly announced bespoke luxury brand. It is expected to compete with ultra-luxury brands like Bentley and Rolls-Royce, positioned above Lexus.
Design
The Century Concept is a low-slung, two-door SUV coupe with proportions quite different from the upright SUV that’s currently sold in Japan. The roofline arches gently into a short rear deck, while the long hood and tight overhangs create a stretched stance. The body panels are smooth, and the window area is shallow, with the cabin positioned slightly rearward.
At the front, the car features a closed panel in the place of a grille, finished with a geometric pattern. The Century ‘phoenix’ emblem is centrally mounted, and the lighting is laid out horizontally with three modules per side integrated into the upper fascia. The hood includes two vents close to the fenders, and the lower section features horizontal detailing below the main lighting band.
Moving to the side, the concept lacks conventional door handles and mirrors. The front fenders have a vertical black insert behind the wheel arch. The doors are frameless, and the roofline blends smoothly into the rear quarter. Chunky multi-spoke wheels fill the squared arches.
At the rear, the fascia mirrors the front design with a wide honeycomb mesh panel and the same emblem at the center. Each taillight cluster consists of two rectangular units stacked vertically. The lower section includes angular vents near the corners, and the “Century” branding sits below the logo.
Interior & Powertrain
The Century Concept has a unique seating layout where the occupant sits diagonally opposite to the driver. We don’t think this configuration will translate to the production model, and the central partition, steering yoke, and the multi-display cockpit are also likely to evolve for practicality.
Toyota did not offer any details about the propulsion system of the car, but we expect it to be electrified as standard, with hybrid, plug-in hybrid, and all-electric options populating the entire range.
TopElectricSUV says
During his presentation, Toyota’s chairman Akio Toyoda traced the origins of the Century to the 1960s, when chief engineer Kenya Nakamura developed it as a uniquely Japanese luxury car. Using local craftsmanship such as Edo metal engraving and Nishijin-ori fabrics, the project aimed to combine advanced engineering with national identity rather than mirror Western luxury brands.
Toyoda said the new Century continues that principle, representing a modern interpretation of Japanese refinement, precision, and strengths. As a standalone brand within Toyota, the latest Century seeks to carry forward the Japanese heritage into the next 100 years in an independent way.
International Automotive News Editor since 2014, covering global motor shows, industry events, and test-driving various vehicles, with a focus on hybrid and electric cars in recent years.
