Toyota Motor Corporation has officially launched the Century brand at the Japan Mobility Show 2025, marking the introduction of its first new brand in over 20 years. This significant development was announced by Toyota Chairman Akio Toyoda, who highlighted the Century’s historical importance and its cultural resonance in Japan.
The announcement comes as Toyota seeks to expand its presence in the luxury automotive market, a sector where it has long maintained a prestigious yet understated presence. The Century, first developed in 1963 under the guidance of Toyota’s inaugural chief engineer, Kenya Nakamura, was designed to compete with European luxury models while embodying a distinctly Japanese identity.
The Legacy of the Century
Akio 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. The vehicle is renowned for its cultural details, such as Edo-style metal engraving and Nishijin-ori silk brocade, which reflect a commitment to heritage and innovation.
The Century name itself is symbolic, commemorating both the 100th anniversary of the Meiji era and the birth of Toyota Group founder Sakichi Toyoda. Over the decades, the Century has become the vehicle of choice for Japan’s business and political elite, including former Toyota president Shoichiro Toyoda.
A Symbol of Postwar Rebuilding
During his presentation, Toyoda drew parallels between the Century’s origins and Japan’s postwar recovery. He framed the vehicle as an embodiment of Japan’s resilience and ambition, highlighting its role in restoring national pride through craftsmanship and innovation.
“The Century represents the spirit of Japan’s postwar rebuilding, a testament to our commitment to quality and cultural authenticity,” Toyoda stated.
The vehicle’s phoenix emblem, a symbol of peace in Japanese mythology, underscores this message of harmony and cultural exchange. Toyoda sees the Century as a bridge between Japan’s traditions and the global stage.
Revitalizing a Heritage Brand
Despite Japan’s economic challenges over the past three decades, often referred to as “the lost 30 years,” the principles that underpin the Century—monozukuri (craftsmanship), attention to detail, and pride in creation—remain central to Toyota’s vision for the future.
Under its new direction, the Century will operate as an independent luxury brand within the Toyota Group, distinct from the main lineup. Currently, the Toyota Century Sedan and Toyota Century SUV are available exclusively in Japan, both featuring a V8-Hybrid system that combines a 280 kW V8 engine with an electric motor for a total output of 317 kW.
“Revitalizing the Century brand is a symbolic effort to rekindle the spirit of Japan in a changing world,” Toyoda remarked.
Future Prospects and Innovations
The relaunch aligns with Toyota’s strategy to enhance its premium offerings, following the introduction of the Century SUV earlier this year. Future models are expected to expand beyond the traditional chauffeur-driven sedan, incorporating hybrid and electrified powertrains while maintaining the brand’s hallmark craftsmanship and serenity.
As the Century brand embarks on this new chapter, Toyoda emphasized that it is a collective effort within Toyota, driven by engineers and designers who “carry on the spirit of Kenya Nakamura.” The brand aims to blend innovation with cultural authenticity, continuing to represent “the pride of Japan” as it enters a new era.
The move represents not just a business strategy but a cultural statement, reaffirming Toyota’s commitment to its roots while looking forward to a future where Japanese luxury can stand alongside the world’s best.
