US EditionToyota Targets Bentley and Rolls-Royce Clientele with Extravagant Century Coupe Concept
Toyota's Century brand introduces a bespoke ultra-luxury coupe featuring 60 layers of paint and a unique Japanese aesthetic to rival Bentley and Rolls Royce.
- At a press event on the eve of the 2025 Japanese Mobility Show, Ian Cartabiano unveiled Toyota's global Century brand and a bespoke '1 of 1' ultra-luxury coupe in Tokyo, Japan.
- Founded as an exclusive Japanese marque, Century is now expanding globally as Toyota, led by chairman Akio Toyoda, aims to compete with Bentley and Rolls Royce in the ultra-luxury tier, following Lexus's long-term strategy.
- The new coupe emphasizes Takumi craftsmanship and bespoke material choices, with a distinctive orange hue finished in 60 layers of paint, and designers expect owners will both drive and be chauffeured.
- Technical specifics remain uncertain, notably propulsion details are presently unspecified, and industry observers say Century will take time to reach ultra-luxury status, as Lexus showed with its long-term approach.
- Century leans on a Japanese aesthetic to stand apart, as Toyota says its unique approach differentiates it from European ultra-luxury marques and could reposition Japanese craftsmanship globally.
15 Articles
15 Articles
So far they only existed in Japan and there only in homeopathic quantities. But now Toyota wants to offer Century cars worldwide - and as a competitor to Rolls-Royce & Co. wider.
Toyota launches luxury Century brand with Bentley-rivalling flagship coupé concept
Toyota has announced the launch of a flagship Century sub-brand with the introduction of the new Century Coupé concept – a luxury GT coupé set to take on the pinnacle of the market.The Century name isn’t completely new to the market – it was first seen on the Toyota Century, a luxury saloon introduced in 1967 that was traditionally exclusive to Japanese buyers. It was joined by a luxury SUV in 2023, but both models were still badged as Toyotas. …
So far, they only existed in Japan and there only in homeopathic quantities. But now Toyota wants to offer Century cars worldwide – and as a competitor to Rolls-Royce & Co. more broadly.
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