Toyota Launches Luxury Century Brand, Its First New Brand In Over 20 Years

Toyota Motor Corporation has announced the official launch of the Century brand at the Japan Mobility Show 2025, marking a new chapter for one of Japan’s most enduring luxury nameplates.

The announcement was made by Toyota Chairman Akio Toyoda, who presented a detailed history of the Century and its symbolic place within both Toyota’s heritage and Japanese culture.

Toyoda described the Century as “a car in a class of its own,” first developed under Toyota’s inaugural chief engineer, Kenya Nakamura, in 1963, thirty years after Toyota began building vehicles and less than two decades after World War II.

At the time, Toyota had no reputation in the global luxury market, but Nakamura set out to design a car that could stand alongside established luxury models from Europe while remaining uniquely Japanese.

Nakamura’s guiding philosophy was “to be like no other.” He fused cutting-edge technology with traditional Japanese craftsmanship, incorporating cultural details such as Edo-style metal engraving for the phoenix emblem and Nishijin-ori silk brocade for the seats.

This approach, Toyoda said, represented the idea that true innovation could coexist with cultural heritage, a core tenet that continues to shape the Century today.

The Century name itself commemorates both the 100th anniversary of the Meiji era and the birth of Toyota Group founder Sakichi Toyoda, symbolising progress and renewal.

Over the decades, the vehicle became known as a preferred mode of transport for Japan’s business and political leaders, including former Toyota president Shoichiro Toyoda, who remained closely involved in the car’s refinement across successive generations.

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During his presentation, Akio Toyoda reflected on his grandfather Kiichiro Toyoda’s original mission to “create an automobile industry for Japan.”

He drew parallels between Kiichiro’s postwar ambitions and the Century’s origins, framing the vehicle as an embodiment of Japan’s postwar rebuilding spirit, an attempt to restore national pride through craftsmanship, industry, and innovation.

Toyoda also emphasised the symbolic significance of the Century’s phoenix emblem, explaining that in Japanese mythology, the phoenix appears only when the world is at peace.

For Toyoda, the emblem now represents a broader message of harmony and cultural exchange, with the Century positioned as a bridge between Japan’s traditions and the global stage.

The chairman acknowledged that Japan has faced economic stagnation in recent decades, often described as “the lost 30 years,” but said the principles that built the Century, including monozukuri (craftsmanship), attention to detail, and pride in creation, remain vital to Japan’s future.

He suggested that revitalising the Century brand is a symbolic effort to “rekindle the spirit of Japan” in a changing world.

Under the new direction, the Century will operate as an independent luxury brand within the Toyota Group, distinct from Toyota’s main lineup.

Currently, the Toyota Century Sedan and Toyota Century SUV are both for sale in Japan markets only.

Both utilise a V8-Hybrid system, combining a 280 kW V8 engine with an electric motor for a total system output of 317 kW.

The move aligns with the company’s strategy to elevate its premium offerings, following the introduction of the Century SUV earlier this year.

Future models under the new brand are expected to expand beyond the traditional chauffeur-driven sedan, incorporating hybrid and electrified powertrains while maintaining the brand’s emphasis on craftsmanship and serenity.

Toyoda concluded by stating that the relaunch of the Century brand was a collective effort within Toyota, driven by engineers and designers who “carry on the spirit of Kenya Nakamura.” The brand will continue to represent what he described as “the pride of Japan,” aiming to blend innovation with cultural authenticity as it enters a new era.