Toyota Motor Corporation has officially launched the Century brand at the Japan Mobility Show 2025, marking its first new brand introduction in over 20 years. This announcement signifies a pivotal moment for one of Japan’s most prestigious luxury nameplates, as Toyota seeks to redefine its position in the global luxury market.
The announcement was made by Toyota Chairman Akio Toyoda, who delivered an extensive presentation on the Century’s storied history and its deep-rooted significance within both Toyota’s legacy and Japanese culture. Toyoda described the Century as “a car in a class of its own,” emphasizing its unique blend of cutting-edge technology and traditional Japanese craftsmanship.
A Legacy of Innovation and Heritage
The Century was first developed under Toyota’s inaugural chief engineer, Kenya Nakamura, in 1963. This was a mere thirty years after Toyota began producing vehicles and less than two decades following World War II. At that time, Toyota had not yet established a reputation in the global luxury market. However, Nakamura was determined to create a vehicle that could rival the esteemed luxury models of Europe while maintaining a distinctly Japanese identity.
Nakamura’s guiding philosophy was “to be like no other.” He integrated advanced technology with cultural elements, such as Edo-style metal engraving for the phoenix emblem and Nishijin-ori silk brocade for the seats. This approach, according to Toyoda, embodied the belief that true innovation could coexist with cultural heritage, a principle that continues to define the Century today.
The Century name itself commemorates both the 100th anniversary of the Meiji era and the birth of Toyota Group founder Sakichi Toyoda, symbolizing progress and renewal.
The Century’s Symbolic Significance
Over the decades, the Century has become the vehicle of choice for Japan’s business and political elite, including former Toyota president Shoichiro Toyoda, who played a significant role in the car’s development over successive generations. 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. 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 represents a broader message of harmony and cultural exchange, positioning the Century as a bridge between Japan’s traditions and the global stage.
The chairman acknowledged that Japan has faced economic stagnation in recent decades, often referred to as “the lost 30 years.” However, he asserted that the principles that built the Century, including monozukuri (craftsmanship), attention to detail, and pride in creation, remain vital to Japan’s future. He suggested that revitalizing the Century brand is a symbolic effort to “rekindle the spirit of Japan” in a changing world.
Future Prospects and Strategic Vision
Under its 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 models utilize a V8-Hybrid system, combining a 280 kW V8 engine with an electric motor for a total system output of 317 kW.
This 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 Toyoda described as “the pride of Japan,” aiming to blend innovation with cultural authenticity as it enters a new era. This strategic move not only highlights Toyota’s commitment to preserving its heritage but also underscores its ambition to compete on the global luxury stage.
