Toyota Officially Presents Century As A Luxury Brand For Single Rolls-Royce And Bentley

Rows of cars and prospective cars from the Century brand. (Photo: Whichcar)

Toyota has officially launched its newest brand, namely Century at the Japan Mobility Show 2025. This brand marks the company's entry into the global ultra-luxury market traditionally dominated by Rolls-Royce and Bentley.

This announcement marks Century's expansion, which has long been considered Japan's most prestigious limousine, into a special sub-brand that combines traditional expertise with modern technology.

This new SUV variant joins a classic sedan, both of which are positioned to present what Toyota calls Japan's typical subtlety expression to global customers. Toyota chairman Akio Toyoda described Century as a car in his own class.

"It's not just about making cars. With Japanese ideas and skills, we have to create an automotive industry for Japan," said Akio Toyoda as quoted by Whichcar, Wednesday, October 29.

He added that the phoenix symbol, which only appears when the world is peaceful, symbolizes harmony as well as update. This latest Century Line is expected to be equipped with a hybrid and plug-in hybrid option.

Then, Toyota engineers focused on silent operation, fine performance, and advanced driver assistance systems. The SUV, built on the same flexible platform as Lexus.

This means that it will serve owners driven by drivers and drivers who want modest comfort and luxury. Toyoda said the launch was more than just a business move.

"The Century is not just another brand in Toyota. We want to bring the Japanese spirit and pride into the world," he said.

Century's transformation into an independent luxury brand reflects Toyota's strategy to strengthen its brand portfolio. Century will focus on exclusive luxury, while Lexus is encouraged to be the pioneer of innovation.