Century Will Now Be Toyota’s Global Ultra-Luxury Brand

Century–a name that’s synonymous with Japan’s symbol of opulence– has been attached to a full-size luxury sedan made by Toyota that sits above even the Lexus LS flagship luxury sedan. Today, however, at the 2025 Japan Mobility Show, Toyota has announced that Century will now be an ultra-luxury brand of its own.

The writing was on the wall for Century to finally be spun off into a brand of its own. See, Toyota has already offered a Century SUV to sit alongside the Century sedan. With two models in its place, along with the reveal of the new Century Coupe Concept, there will soon be an entire family of luxury models that Toyota bills as a “One of One”.

And indeed, it is a one-of-one, because Century is being pitched to be in a class of its own. Century models will feature hand-made craftsmanship that is tailored and bespoke to the customer’s personal needs. It’s a vehicle that has shuttled the top dogs of Japan’s businesses and politics. Now, it’s set to expand its presence worldwide as a beacon of Japan. Akio Toyoda, Chairman, said in his speech:

“The name is said to represent the hundredth anniversary of the Meiji era, and of the birth of Sakichi Toyoda, the Toyota Group’s founder. For me, it is about creating the next one hundred years. And then there is the Century’s phoenix emblem. In Japanese mythology, the phoenix only appears when the world is at peace. “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 one hundred years from Japan.”

Initially, the global Century lineup will consist of the Century SUV, the Century sedan, and whatever production model will be spawned from the Century Coupe Concept. Toyota took this time to also reveal the Century GRMN, which, until now, has been a one-off high-performance version reserved solely for Akio Toyoda. As a reminder, GRMN stands for “Gazoo Racing tuned by the Meister of Nürburgring”, which is a designation dedicated to extremely rare and high-performance models that sit above Toyota’s GR models.