Japan Mobility Show 2025: Akio Toyoda presents the next step for the Century brand

Toyota and Chairman Akio Toyoda have made headlines at Japan Mobility Show 2025 with the unveiling of their Century Coupe Concept.

This marks Century as Toyota’s ultra-luxury arm, slotting above Lexus. So, where does this leave Lexus? Well, Lexus will continue to be the premium brand but will take on a fresh new direction in the future to further differentiate itself from Toyota, specifically Century.

Related: Monterey Car Week 2025: Lexus Sport Concept debuts at the Quail

The development of the original Toyota Century began in 1963, with the aim of elevating mobility to new heights through first-class luxury and technology that would be timeless down the line. The injection of Japanese elements helps make the Century true to its heritage, and is slowly being perfected as the years go by.

This leads us to the launch of the Century Coupe Concept today. Akio Toyoda says that Century, as a standalone brand, marks the return of peak Japanese engineering and design, as it was more than 30 years ago.

As Akio Toyoda says, “The next Century begins with us.”

As far as details go, Toyota, or rather, Century, has been mum about any figures pertaining to the Century Coupe Concept, but we only hope that it will soon make it into production. The only thing we know is, each Century vehicle will be bespoke and made specifically for the customer to maintain exclusivity.