Quick HighlightsToyota Chairman Akio Toyoda unveils the reborn Century as a standalone ultra-luxury brand above Lexus.The Century brand embodies Japanese craftsmanship, technology, and quiet power.New Century SUV debuts with electrified architecture and hand-built detailing.The phoenix emblem symbolizes peace, renewal, and Japan’s cultural spirit.Toyota aims to challenge Bentley and Rolls-Royce with a uniquely Japanese luxury identity.Toyota Elevates Century into Global Ultra-Luxury BrandAt the 2025 Japan Mobility Show, Toyota Motor Corporation Chairman Akio Toyoda introduced a new era for the company’s most exclusive model — the Century . Once known as Japan’s imperial limousine, the Century will now evolve into a standalone ultra-luxury brand , positioned above Lexus and dedicated to showcasing the height of Japanese craftsmanship and innovation.Describing the Century as “born carrying Japan on its shoulders,” Toyoda emphasized that the new brand represents more than automotive excellence — it symbolizes Japan’s cultural pride, artistry, and design philosophy . The Century brand, he said, is an effort to project the spirit of monozukuri (craftsmanship) and omotenashi (Japanese hospitality) to the global luxury market.A Legacy of Craftsmanship and PrestigeFirst launched in 1967 , the original Century was created by Toyota’s first chief engineer, Kenya Nakamura , under the guidance of Eiji Toyoda and Shoichiro Toyoda . It was designed to be “a car like no other” — blending cutting-edge engineering with meticulous traditional artistry.From Edo-style metal engraving to Nishijin-ori silk interiors , the Century reflected the fusion of modern technology and centuries-old craftsmanship. Its name commemorated both the 100th anniversary of the Meiji era and the birth of Sakichi Toyoda , founder of the Toyota Group. Over time, the car became Japan’s most prestigious vehicle, serving emperors, statesmen, and corporate leaders.At the Japan Mobility Show, Akio Toyoda stated that the new Century brand builds directly upon this heritage. “Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that carries the pride and spirit of Japan into the world,” he said.New Form: Electrified, Handcrafted, and SymbolicThe new Century SUV represents a bold expansion beyond the chauffeur-driven sedan. Dressed in a traditional amber hue inspired by Japanese sunsets , it blends timeless aesthetics with advanced electrified technology.Built on a bespoke, modular, electrified platform , the Century SUV combines whisper-quiet performance with hand-built precision. Each vehicle is assembled by master craftsmen, ensuring the balance of art and innovation remains central to the brand.At its core lies the phoenix emblem , a historic symbol in Japanese mythology representing peace and renewal. “Century is more than just the name of a car. It is a heartfelt desire for world peace and an endeavor to shape the next 100 years from Japan,” Toyoda explained.Strategic Move UpmarketWith the introduction of Century as a standalone marque , Toyota establishes a clear three-tier structure:Century – Ultra-luxury brand embodying Japanese elegance and craftsmanship.Lexus – Global premium brand focused on performance and innovation.Toyota – Core mass-market and hybrid portfolio.Industry analysts view this as a strategic step to expand Toyota’s presence in the ultra-luxury segment , positioning it alongside Rolls-Royce and Bentley , but with a distinctly Japanese identity — understated, serene, and deeply human-centered.Toyoda connected this evolution to Japan’s broader quest for renewal and confidence after years of economic stagnation. “We now have the skills, the beauty, the hospitality — and a new generation sharing Japan’s charm with the world. I believe now more than ever, we need the Century,” he said.Crafting the Next 100 YearsAkio Toyoda refers to this initiative as “creating the next 100 years” — a tribute to the Century’s legacy and a vision for its future. By transforming Century into a global ultra-luxury brand, Toyota is not merely redefining a vehicle. It is reaffirming Japan’s place in the global conversation on luxury, design, and identity , and establishing a new benchmark for what modern prestige can mean in an electrified world.