At the Japan Mobility Show, Toyota announced the transformation of its historic "Century" model—with over half a century of heritage—into an independent luxury brand. Positioned above Lexus, the move directly challenges ultra-luxury rivals like Rolls-Royce and Bentley. Toyota Chairman Akio Toyoda emphasized that this strategic shift will redefine the group's presence in the global high-end market.

With the brand operating independently, Lexus will gain more room for innovation, while Century will focus on the bespoke luxury segment. The brand will be available at select Lexus dealerships worldwide, accompanied by specially trained "Century Meister" consultants offering personalized demonstrations and services.

Century has already begun international sales. Since October last year, approximately 40 Century SUVs have been delivered in China, priced around $170,000—positioned between the Bentley Bentayga and Rolls-Royce Cullinan. The UAE will introduce the brand in 2026, with Toyota also exploring opportunities in the U.S. market.

A highlight of the announcement was the Century Coupe Concept, featuring a grand tourer stance, sliding doors, and a striking 60-layer metallic orange paint finish. The design chief explicitly named Rolls-Royce and Bentley as competitors, underscoring Century's ambition to compete in the global ultra-luxury grand touring segment. The concept incorporates traditional Japanese elements, such as Edo-period metal engraving patterns and premium materials, symbolizing the brand's craftsmanship legacy.