Toyota Century concept previews a luxury coupé for Japan Mobility Show 2025

Toyota has had a week packed with announcements. After unveiling Lexus’s bold six-wheel concept and a concept that previews the next generation of the Toyota Corolla, the Japanese manufacturer has now revealed a third prototype. This one points to a future luxury coupé wearing the Century badge - with proportions that recall Bentley’s EXP 15 concept.

Toyota Century: from saloon to ultra-luxury brand

Outside Japan, the Century name is not widely recognised, yet since 1967 it has been attached to a Toyota luxury saloon reserved for the country’s elite. In recent years, Toyota’s ambitions for Century have expanded significantly.

What began as a single model is now evolving into a standalone luxury brand within the Japanese group - positioned above Lexus, its premium marque - with the aim of taking on names such as Rolls-Royce and Bentley. The first major step came in 2023 with the launch of an SUV to sit alongside the saloon, and Toyota has now shown a new concept that could foreshadow the next model.

The brand’s positioning was explained by Akio Toyoda, President of Toyota Motor Corp., during a live broadcast of Toyota Times. “When we opt for more sophisticated models, we need something above, that isn’t Lexus or Toyota. For that, we have Century. That is Century’s position,” Toyoda said.

Century concept design, body style and cabin

During the broadcast, the new Century concept was shown as a glimpse of the brand’s future. Finished in orange and drawn with sportier lines, the prototype represents a clear break from today’s Century models.

At the front, the phoenix emblem takes centre stage, alongside headlights that keep Century’s familiar signature with four light bars. At the rear, the concept features muscular wheelarches and wraparound tail-lights.

Access to the cabin is via a sliding door - an unusual touch for a coupé, but one that underlines the concept’s experimental character. From what can be seen of the interior, the emphasis is on a spacious, luxurious atmosphere that remains true to Century heritage.

“When people think of Century, the image normally is limited to black, the saloon,” Toyoda said. “This new model is orange, coupé. But it’s still a Century,” he concluded.

Under the bonnet, the Century Concept could use a 3.5-litre V6 hybrid like the Century SUV, or the saloon’s V8 hybrid - although the powertrain has not yet been confirmed. The solid-looking grille visible in the shared images could also hint at an electric version.

When does it arrive?

The new Century concept will be officially presented at the Tokyo Motor Show (Japan Mobility Show 2025), taking place from 30 October to 9 November.

Toyota has confirmed its intention to strengthen Century’s position as its luxury brand, while not commenting on any potential international expansion. For now, Century remains sold almost exclusively in Japan.

“A Century is now positioned as our top brand,” said spokesperson Nobu Sunaga. “Now, it is positioned above Lexus.”