Toyota Motor Corporation has officially unveiled the Century brand at the Japan Mobility Show 2025, marking the first new brand introduction by the automotive giant in over two decades. The announcement, made by Toyota Chairman Akio Toyoda, heralds a significant moment for one of Japan’s most prestigious luxury nameplates, deeply rooted in the nation’s automotive and cultural history.
Akio Toyoda, during the launch, provided an extensive overview of the Century’s storied past and its symbolic importance within both Toyota’s legacy and Japanese culture. He described the Century as “a car in a class of its own,” originally conceptualized by Toyota’s first chief engineer, Kenya Nakamura, in 1963. This was a mere three decades after Toyota began manufacturing vehicles and less than two decades post-World War II.
The Genesis of a Japanese Icon
At its inception, Toyota had yet to establish a foothold in the global luxury market. However, Nakamura envisioned a vehicle that could rival the esteemed luxury models from Europe while maintaining a distinctly Japanese identity. His guiding philosophy was “to be like no other,” merging cutting-edge technology with traditional craftsmanship. This included cultural elements such as Edo-style metal engraving for the phoenix emblem and Nishijin-ori silk brocade for the seats.
According to Toyoda, this approach underscored the belief that true innovation could harmoniously coexist with cultural heritage—a principle that continues to define the Century today. The name ‘Century’ itself commemorates both the 100th anniversary of the Meiji era and the birth of Toyota Group founder Sakichi Toyoda, symbolizing progress and renewal.
A Legacy of Leadership and Craftsmanship
Over the decades, the Century has become synonymous with the preferred mode of transport for Japan’s business and political elite, including former Toyota president Shoichiro Toyoda. His involvement in the vehicle’s refinement across generations ensured its status as a symbol of Japanese craftsmanship and innovation.
During his presentation, Akio Toyoda reflected on his grandfather Kiichiro Toyoda’s original mission to “create an automobile industry for Japan.” He drew parallels between Kiichiro’s postwar ambitions and the Century’s origins, framing the vehicle as an embodiment of Japan’s postwar rebuilding spirit—a testament to the nation’s resilience and commitment to excellence.
The Phoenix Emblem: A Symbol of Peace and Harmony
Toyoda emphasized the symbolic significance of the Century’s phoenix emblem, explaining that in Japanese mythology, the phoenix appears only when the world is at peace. For Toyoda, the emblem now conveys a broader message of harmony and cultural exchange, positioning the Century as a bridge between Japan’s traditions and the global stage.
He acknowledged the economic challenges Japan has faced in recent decades, often referred to as “the lost 30 years,” but asserted that the principles that built the Century—monozukuri (craftsmanship), attention to detail, and pride in creation—remain crucial to Japan’s future. Revitalizing the Century brand, he suggested, is a symbolic effort to “rekindle the spirit of Japan” in an ever-evolving world.
A New Chapter for Century
Under this new direction, the Century will operate as an independent luxury brand within the Toyota Group, distinct from Toyota’s main lineup. Currently, the Toyota Century Sedan and Toyota Century SUV are available exclusively in the Japanese market, both utilizing a V8-Hybrid system that combines a 280 kW V8 engine with an electric motor for a total system output of 317 kW.
The move aligns with Toyota’s strategy to elevate its premium offerings, following the introduction of the Century SUV earlier this year.
Future models under the new brand are expected to expand beyond the traditional chauffeur-driven sedan, incorporating hybrid and electrified powertrains while maintaining the brand’s emphasis on craftsmanship and serenity.
Toyoda concluded by stating that the relaunch of the Century brand was a collective effort within Toyota, driven by engineers and designers who “carry on the spirit of Kenya Nakamura.” The brand will continue to represent what he described as “the pride of Japan,” aiming to blend innovation with cultural authenticity as it enters a new era.
