Toyota may finally be ready to share the Century with the rest of the world.
The Japanese automaker has confirmed that it will spin off the nameplate as its own ultra-luxury marque, sitting above Lexus in the company’s portfolio. Toyota also unveiled its new flagship brand’s first concept, the Century Coupe, which is meant to go head-to-head with cars made by Bentley and Rolls-Royce.
The Century debuted in 1967, 100 years after the birth of Toyota Industries founder Sakichi Toyoda. In the nearly six decades since, the full-size saloon has served as the automaker’s flagship vehicle in its home country, used by the likes of the emperor, prime minister, and other powerful figures. The nameplate has all but been a Japanese exclusive since its debut—a limited number were exported to Europe and China during its second generation—but in recent years there have been signs that the company was thinking about broadening its reach. In 2023, the company unveiled an SUV model it claimed was not an SUV and told The Wall Street Journal it intended to sell it around the world.
The Century Coupe, which made its debut at the Japan Mobility Show earlier this week, suggests the new brand will be one worth paying attention to. The saloon’s design language, up until now, has been a tad on the conservative side, but the concept is as audacious as can be. The prototype is a high-riding grand tourer with a long nose, sliding suicide doors (on the passenger side), and a fastback-style roofline. The vehicle’s striking dual headlights, muscular stance, and sharp lines are all plenty stylish, but its most eye-catching feature may be its dazzling metallic orange finish, which, Car and Driver reports, was applied in 60 layers.
The concept’s interior is just as bold. The cabin is covered in extravagant, hand-made materials and features a spacious four-seat late. The vehicle is actually roomy enough for a front passenger seat that can fully recline and comes equipped with a footrest. The prototype also features a minimalist driver’s cockpit with a yoke-style steering wheel and streamlined screen setup, along with futuristic mood lighting.
Unfortunately, just like with the similarly adventurous Lexus LS van concept, technical details are all but non-existent at this point. Motor1.com points out that the presence of vents in the vehicle’s long hood suggests that an internal combustion engine of some sort resides beneath. The current Century sedan is powered by a 5.0-litre V-8 while the SUV comes with a hybrid-assisted 3.5-litre V-6.
So, will the Century Coupe go into production? That remains to be seen. It’s also unclear if future Century models, whether they are based on the concept or not, will be sold outside of the U.S. But, if Toyota really is serious about competing with Rolls-Royce and Bentley, we have a feeling they might.
Click here for more photos of the Century Coupe concept.
