Toyota’s Secret Weapon: That Could Outclass Rolls-Royce
Toyota’s new Century brand breaks cover as an ultra-luxury marque poised to take on Rolls-Royce and Bentley while re-imagining Japanese craftsmanship.
The ultimate Japanese luxury statement is no longer a secret
For decades, the Toyota Century was Japan’s quiet masterpiece, a chauffeur’s car whispered about in Tokyo boardrooms and rarely seen beyond the Imperial Palace gates. That’s changing fast. At the 2025 Japan Mobility Show, Toyota stunned the industry by announcing that Century would become a full standalone brand, positioned above Lexus and aimed directly at Rolls-Royce and Bentley. The move is not just symbolic; it’s a cultural shift that propels Toyota into the ultra-luxury arena for the first time.
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Why does this matter right now?
Luxury car buyers are changing. The next generation of affluent customers especially in the U.S., China, and the Middle East care less about horsepower bragging rights and more about the story, the craft, and the exclusivity behind what they drive. Toyota’s decision to spin off Century acknowledges that shift. Akio Toyoda, Toyota’s chairman, described the brand as “the pride of Japan … built one by one for the world.” Toyota Global Newsroom published a manifesto detailing its new vision: to make the Century “a One-of-One” experience.
The brand’s opening salvo was dramatic: the Century SUV, a plug-in-hybrid four-seat chauffeur vehicle with reclining rear seats, a privacy partition, and a cabin tuned by a master of Japanese musical instruments. It’s now joined by a Century Coupe Concept featuring sliding doors, 60-layer paint, and a rear lounge designed for global tycoons who’d rather be seen arriving than racing. Toyota’s Century team confirmed production will remain hand-built at Tahara Plant under the eye of “Century Meisters.”
Toyota’s strategy is two-fold: free Lexus to innovate and electrify, while using Century to showcase Japan’s traditional artistry. The company’s messaging, “less automation, more soul,” is a clear departure from its mass-market roots.
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How does it compare to rivals?
Let’s get the obvious out of the way: the Century SUV doesn’t need to beat the Rolls-Royce Cullinan or Bentley Bentayga on paper. It’s not trying to. Instead, it redefines the terms of luxury. Where European rivals boast 600-plus horsepower, the Century counters with quiet hybrid serenity, four-wheel steering, and a cabin quieter than an anechoic chamber.
Each Century SUV undergoes a 3.5-hour final inspection by a single master craftsman. Its hybrid V6 PHEV system, borrowed from Lexus’ LC 500h architecture, combines 3.5-liter efficiency with E-Four Advanced AWD. Toyota quotes a price of about ¥25 million (JPY), or roughly $165,000 USD but that’s the base. Most orders far exceed $200K once personalization begins.
The forthcoming Century Coupe concept, previewed at Tokyo, sits stylistically closer to an Aston Martin DB12 than to a Rolls. It’s designed to appeal to what Toyota calls the “chauffeur-lifestyle driver” someone who wants to be driven on Monday and drive themselves on Friday. The concept’s sliding side doors borrowed from Japan’s executive shuttles hint at a future where ultra-luxury meets practical accessibility. (Car and Driver Century Coupe coverage).
Century also differs philosophically. Rolls-Royce celebrates British theater; Bentley leans into continental sport touring. Century focuses on Japanese omotenashi deep hospitality expressed through craft, quiet, and restraint. In the words of chief engineer Kenya Nakamura, “It’s about making the passenger breathe slower the moment they enter.”
In a comparative feature, Test Miles analysts noted that Century’s refusal to chase V12s and speed stats is part of its appeal to buyers who view cars as extensions of mindfulness rather than status.
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Who is this for and who should skip it?
The Century brand targets a very different buyer from Lexus or even Rolls-Royce. Toyota wants to court the “quiet billionaire” think tech founder, philanthropist, or art collector who seeks individuality and subtlety over flash. For them, the Century’s phoenix badge symbolizes rebirth and peace a perfect fit for those building legacies rather than social feeds.
Each vehicle is built to order with unprecedented craft: Nishijin-ori silk headliners, real wood inlays from Kyoto, and paint that takes up to two weeks to cure. It’s also whisper-quiet in operation; Toyota engineers tuned the hybrid drivetrain to minimize vibration and noise, so the only sound inside is your heartbeat and the click of a seat belt.
Buyers in this segment rarely compare spec sheets. They compare brand stories. Century’s narrative steeped in Japanese nobility and built by craftsmen who hand-polish panels to mirror finish is its edge. As Reuters reported, Toyota is banking on authentic cultural luxury to attract buyers in Shanghai, Dubai, and Beverly Hills.
That said, this brand is not for everyone. If you need an SUV with off-road credentials or a sports sedan with track ambitions, look elsewhere. Century is for those who see time as the most precious commodity and prefer to spend it in hand-stitched silence.
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What is the long-term significance?
Century represents Toyota’s largest luxury recalibration in half a century. By freeing Lexus to pursue cutting-edge electrification and tech, Century becomes the company’s halo for heritage, craft, and individual commission. Industry watchers see it as Toyota’s “double arrow” strategy: Lexus for innovation, Century for emotion.
According to Automotive News, the move could reshape how luxury cars are marketed in Asia and the U.S., introducing a narrative of “cultural luxury” where national identity becomes a selling point. It also underscores Toyota’s confidence in its manufacturing depth and brand equity to compete beyond price and technology.
Will we see the Century SUV in North America? The short answer is likely eventually. Toyota already builds left-hand-drive versions for China and has filed certification papers that would allow limited U.S. import. When it does arrive, expect sales through a hand-picked subset of Lexus dealers trained as “Century Concierges.”
As we have noted, the Century Coupe could be Toyota’s calling card to a new class of luxury buyer, those who grew up with supercars but now crave serenity and meaning over noise and numbers. “Century,” the article concluded, “is not a car you buy to arrive first; it’s a car you buy to arrive centered.”
Looking ahead, the Century philosophy could influence other Toyota projects from hydrogen-powered limousines to software-defined mobility pods. The brand’s core value Japanese craftsmanship that invites stillness in motion translates naturally to future electric luxury mobility.
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A short history of quiet excellence
The original Century launched in 1967 to honor the 100th birthday of Toyota founder Sakichi Toyoda. It quickly became Japan’s official state limousine. The second generation, in 1997, introduced Toyota’s only V12 engine. The third generation, in 2018, moved to a hybrid V8 and modernized its platform. In 2023, Toyota added the Century SUV, and in 2025 it made Century a stand-alone brand.
Throughout its life, the Century has been defined by restraint. It never featured a Lexus badge, never used gaudy chrome, and never advertised. Even now, Toyota plans to build fewer than 500 vehicles a year. The message is clear: the Century is the anti-luxury luxury car a product that makes scarcity look serene.
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The bottom line
By launching Century as a global brand, Toyota has done something quietly revolutionary: it’s entered the ultra-luxury conversation not by shouting, but by whispering. In a world where “luxury” often means screens, noise and excess, Century offers pause, craft, and a different kind of status symbol one measured not in speed or price tags but in time well spent.
For those who find Rolls-Royce a bit too showy and Bentley a bit too brash, the Century might be the car you never knew you wanted. And if it comes to the U.S. expect it to redefine what “quiet power” really means.
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