JMS 2025 | Century is officially Toyota’s top tier luxury brand, introduces Century Coupé concept

It was 1967 when Toyota first introduced the Century, the Japanese automakers most luxurious offering then until now, and named after the 100th birthday of Sakichi Toyoda, founder of Toyota Industries.

Since its introduction, the Century sedan has seen only minor changes, and most recently, the introduction of an SUV version. As such, things are changing for the highly regarded nameplate as it transforms into its own brand, formalized at the Japan Mobility Show (JMS) 2025.

Known as the brand’s opulent vehicle, and sitting above Lexus, Toyota’s luxury division, Century is now the crown jewel of the Japanese automaker’s brand divisions, aimed to compete against the likes of Rolls-Royce and Bentley.

According to the Japanese automaker during a media press briefing held prior to JMS, Century would be the pinnacle of elegance and craftsmanship. This move would also allow Lexus to be able to develop new products more creatively without any limitations.

The Century sedan and Century SUV obviously take up the initial lineup, and introduced at the JMS 2025 is the Century Coupé concept which should be able to compete with Bentley’s two-door offerings when and if it enters production.

The concept is definitely eye-catching with its orange paint job and sleek roofline. The front fascia is lifted from the Century SUV, slightly revised and adapted for the new bodystyle. Toyota also describes it as “formal with flair” and as a “one-of-a-kind Japanese car.”

We’re definitely curious what will bear fruit from this concept, and of course, whether the Century brand will expand to other markets such as ours. As for introduction in the Philippines, it will be studied, says Toyota Motor Asia Deputy CEO Hao Quoc Tien.