Toyota Launches Century Brand to Rival Bentley/Rolls-Royce, Unveils Coupe Concept with Sliding Doors

Toyota Officially Launches New Century Brand to Rival Bentley and Rolls-Royce

Toyota Motor Corp. has officially announced the launch of the new Century brand, setting its sights on competing with the world’s most elite automotive marques: Bentley and Rolls-Royce. This audacious move, nearly four decades after establishing Lexus, was formally unveiled at the Japan Mobility Show with the striking Century Coupe Concept. Toyota views the new brand as a “One of One,” standing at the “pinnacle” of luxury, celebrating traditional Japanese craftsmanship and bespoke exclusivity. For the moment, the brand will exclusively target Japan, though international expansion to China and the U.S. is being considered if successful in its home market.

Century: From Flagship Model to Ultra-Luxury Marque

The Century badge, first launched in 1967, is undergoing a profound transformation from a single flagship model under the Toyota nameplate to an independent, ultra-luxury brand positioned above Lexus in the Toyota hierarchy.

• Brand Philosophy: The Century brand will stand as a “celebration of craftsmanship” and embodies Japan’s “monozukuri” spirit—the art of fusing tradition with innovation.
• New Product Lineup: Century is starting with two ultra-luxurious models: the Coupe Concept (debuting at JMS) and a previously introduced SUV.
• Symbolism: The brand retains its gold phoenix emblem, which symbolizes peace and its commitment to shaping the future from Japan.

The Century Coupe Concept: A Radical Redefinition of Luxury

The Century Coupe Concept is the new brand’s design manifesto, challenging conventional luxury codes with unusual, convenience-focused design elements.

• Coupe-SUV Profile: The concept presents a coupe-like sedan/SUV blend with a long, tapered roofline and upright proportions.
• Audacious Access: The car features sliding main doors and two smaller rearward-sliding doors on the passenger side, offering easier entry and exit for high-line occupants—a highly unusual feature for a luxury coupe.
• Missing Rear Window: Most unusually, the concept forgoes a rear window, using digital systems instead.
• Interior Space: The front passenger seat (on the left side in Japan) is eliminated to create an expansive, chauffeur-driven rear environment with “unmatched legroom and comfort”.

Hand-Built and Bespoke Exclusivity

Century is committed to “One of One” creations, emphasizing extreme customization and traditional Japanese artistry.

• Extreme Customization: Each vehicle will be a bespoke package heavily customized to reflect the buyer’s personal desires.
• 60 Layers of Paint: The show car’s exterior is finished with a striking 60 meticulously applied layers of paint.
• Artsugi Woodcrafting: The interior features wood and other materials assembled using the Japanese artsugi woodcrafting process, where individual pieces are joined so precisely that the seams are “all but invisible”.

Pricing, Powertrains, and Global Ambition

Details on the Century brand’s mechanical future and global reach remain under wraps.

• Powertrain: An executive hinted that Century will follow Toyota’s “multi-pathway” approach, including a mix of gas, hybrid, and electric propulsion systems. The Century SUV already uses a 3.5-liter V6 plug-in hybrid setup.
• Estimated Pricing: To rival Bentley and Rolls-Royce, the Century will likely command a starting price of more than $30 million yen (or $200,000) at current exchange rates, aligning with the Bentley Continental GT.
• Availability: For the moment, the brand will exclusively target Japan but will consider expanding to China and the U.S. if the new brand proves successful at home.

Final Thoughts

Toyota’s launch of the Century brand is an audacious and deeply symbolic move. By positioning it above Lexus and focusing on bespoke craftsmanship and Japanese cultural identity, Toyota is betting on “individuality” and “quiet confidence” to challenge the world’s most elite luxury marques. The Century Coupe Concept, with its radical design and elimination of the front passenger seat for ultimate rear comfort, is a clear statement that the Japanese giant is serious about redefining the “pinnacle” of luxury.

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