Toyota launches standalone Century luxury brand, targeting Rolls-Royce and Bentley with a high-end, handcrafted coupe.

Toyota has launched the Century brand as a standalone ultra-luxury marque, unveiled at the 2025 Japan Mobility Show, positioning it to rival Rolls-Royce and Bentley. The new Century Coupe, featuring a custom orange paint with up to 60 hand-applied layers, a futuristic design with digital rearview systems and no traditional mirrors, and an interior blending Japanese craftsmanship with advanced technology, marks a bold evolution. The brand, rooted in Japan’s heritage and symbolizing national pride, now operates above Lexus, focusing on exclusivity, bespoke customization, and traditional artistry. While details on powertrain and pricing remain unconfirmed, the vehicles are expected to use hybrid systems and cost around $1 million. Century will be produced in limited numbers in Japan, with global expansion under consideration.