Jared has spent 15 years covering the auto industry, getting his first break with autoX—one of Asia’s biggest auto magazines. Since 2010, he has reviewed hundreds of cars and motorbikes around the world, worked with Top Gear, Autocar, Evo, Motoring World, and Quattroruote, served on the IMOTY jury for five years, and is a founding member of the Automotive Journalist Association of India (AJAI).
Toyota has officially confirmed that the Century will become its own standalone ultra-luxury brand — and the first car under this new identity has just stunned the world. At the Japan Mobility Show, Toyota pulled the covers off the Century Coupe Concept, a striking, high-riding grand tourer that aims to go head-to-head with none other than Rolls-Royce and Bentley. Yes, you read that right — Toyota is done being humble.
For decades, the Toyota Century has been Japan’s best-kept luxury secret — a discreet limousine reserved for prime ministers, executives, and emperors. It was Japan’s answer to Rolls-Royce, but without the flash or ego. Now, Toyota is bringing that prestige to the global stage, turning Century into a full-fledged luxury brand.
And it’s not starting with a sedan. Instead, Toyota shocked everyone by unveiling this bold, two-door crossover coupe that looks more like a futuristic Bentley Bentayga GT than anything we’ve seen from Japan before. The new Century Coupe concept blends SUV muscle with coupe elegance. The front end features a massive, illuminated grille with an intricate mesh pattern, flanked by quad LED headlights that give it an almost robotic expression. The hood is long and sculpted, while the roofline tapers smoothly into a sleek fastback profile.
Finished in a deep metallic red, the car oozes presence and power. Blacked-out pillars and massive wheels give it a stately yet athletic stance, while chrome accents and that iconic phoenix badge remind everyone that this is still very much a Japanese royal chariot — just reimagined for the modern era.
Toyota hasn’t revealed full specs yet, but the Century Coupe is expected to feature hybrid or fully electric powertrains, possibly sharing technology with Lexus’ most advanced platforms. The cabin — though not fully shown — is said to embody the “omotenashi” philosophy, offering craftsmanship and comfort on par with Europe’s best. Think hand-finished materials, reclining rear seats, and cutting-edge tech designed for absolute serenity.
Toyota confirmed that Century will now operate as an independent luxury marque, meant to stand shoulder-to-shoulder with Rolls-Royce, Bentley, and Maybach. That’s a bold claim — but looking at the Century Coupe, it’s clear Toyota is dead serious.
If this is the future of Japanese luxury, it’s not just elegant — it’s audacious.
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