Akio Toyoda redefines Japan’s flagship as a new symbol of craftsmanship and quiet power
29 Oct 2025 | 3992 Views | By Ketan Thakkar
Toyota Motor Corp Chairman Akio Toyoda unveiled the reborn Century at the Japan Mobility Show, confirming that the company’s most exclusive model will evolve into a standalone ultra-luxury brand positioned above Lexus.
Describing the car as “born carrying Japan on its shoulders,” Toyoda said the new Century would blend ...
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Toyota Motor Corp Chairman Akio Toyoda unveiled the reborn Century at the Japan Mobility Show, confirming that the company’s most exclusive model will evolve into a standalone ultra-luxury brand positioned above Lexus.
Describing the car as “born carrying Japan on its shoulders,” Toyoda said the new Century would blend Japanese craftsmanship with modern luxury technology, projecting the country’s design ethos and monozukuri spirit to a global audience.
The Century was first developed in 1967 by Kenya Nakamura, Toyota’s first chief engineer, working closely with Shoichiro Toyoda (Akio Toyoda’s father) and under the guidance of Eiji Toyoda. It was envisioned as a car “to be like no other,” showcasing Japan’s ability to create a world-class prestige automobile.
Its name commemorated the 100th anniversary of the Meiji era and the birth of Sakichi Toyoda, founder of the Toyota Group. The model fused advanced engineering with traditional craftsmanship — from Edo-style metal engraving to Nishijin-ori silk upholstery — and became Japan’s most prestigious vehicle, long associated with royalty and heads of state.
At the Japan Mobility Show 2025, Toyoda said the new chapter builds on this legacy.
“Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that carries the pride and spirit of Japan into the world,” he said.
What is Century Brand All About?
Positioning: Standalone ultra-luxury brand above Lexus
Product: New Century SUV; electrified, handcrafted platform
Symbolism: Phoenix emblem representing peace and renewal
Design Signature: Amber hue inspired by Japanese tradition
Strategic Goal: Extend Toyota’s global luxury footprint while showcasing Japan’s craftsmanship
New Form, Broader Role
The latest Century SUV, finished in a traditional amber hue inspired by Japanese sunsets, expands beyond the classic chauffeur sedan. It features an electrified platform, modular architecture, and hand-built detailing, reflecting Toyota’s intent to modernize luxury while preserving cultural roots.
Toyoda said the car’s phoenix emblem—which in Japanese mythology appears only when the world is at peace—symbolizes renewal and hope.
“Century is more than just the name of a car. It is a heartfelt desire for world peace and an endeavor to shape the next 100 years from Japan,” he said.
Strategic Move Upmarket
By formalizing Century as a dedicated brand, Toyota is establishing a three-tier structure: Century at the top end, Lexus for global premium buyers, and Toyota as its mass-market and hybrid base.
Analysts view this as a strategic step to extend Toyota’s reach into the ultra-luxury segment dominated by European marques such as Bentley and Rolls-Royce, while offering a distinctly Japanese interpretation of modern luxury — understated, precise, and deeply human centred.
Toyoda linked the move to Japan’s broader search for renewed confidence after decades of economic stagnation.
“We now have the skills, the beauty, the hospitality — and a new generation sharing Japan’s charm with the world. I believe now more than ever, we need the Century” he said.
He called the initiative “creating the next 100 years” — a nod to both the car’s historical roots and Toyota’s vision to redefine luxury in an electrified, globalized future.
With the Century’s relaunch, Toyota is not merely redefining a car — it is reaffirming Japan’s place in the global conversation on luxury, design, and identity.