JMS 2025: Toyota Births Century Ultra-Luxury Marque, Shows Stunning First Concept Too

It looks like the Japanese prefecture of Aichi - where Toyota calls home - will soon be spoken in the same breath as UK districts Goodwood and Crewe- home of Rolls-Royce and Bentley, respectively. Set to rival both ultra-luxury marques soon is the new Century marque.

Announced with much glitz and fanfare earlier today as part of the opening press day of the Japan Mobility Show 2025 (JMS 2025) in Tokyo, Japan, automaking giants Toyota have finally spun off the ‘Century’ nameplate as a stand-alone sub-brand slotted above Lexus.

Both the new stand-alone Century marque and the Century Coupe concept were presented with high fanfare by Toyota chairman Akio Toyoda at JMS 2025 earlier today.

In his address, Toyota chairman Akio Toyoda proclaimed that “Century stands at the pinnacle, a car in a class of its own.” He later also expressed desire “to cultivate [Century] as a brand that brings the spirit of Japan – the pride of Japan – out into the world.”

Aspiring to rival against the two British marques mentioned, the new ultra-luxe marque, which proudly bears a Phoenix as its symbol, also revealed its very first concept that’s been aptly christened as the ‘Century Coupe’.

Not only sleek, the Century Coupe concept also wears an exquisite orange exterior that took 60 layers of paint to create.

Not only sleek, it also wears a gorgeous tangerine hue created from 60 layers of paint.  Unlike the Century-branded sedans of the past, or even the current Toyota Century SUV, the Century Coupe concept is a two-door and strictly seats just two.

Moreover, it also boasts an interior configuration unlike any of its peers – or other vehicles, for that matter.

Separating the driver’s seat from the rest of the cabin is a wooden console and a wall formed using what appears to be red laser beams (or strings?) shooting up to the headliner. Futuristic steering wheel, digital instruments, and a pristine seat with a wooden back are the next highlights.

On board, the Century Coupe concept boasts a cabin that's not only futuristic, it's also very opulent. Note how far back the passenger seat is pushed back, as well as a the 'laser beam' partition.

Next, Century’s designers elected to push the passenger seat towards the rear of the cabin. They tout this makes it the perfect solution for any owner seeking to be chauffeured in maximum comfort. The latter is further exuded by a cabin that’s trimmed in various kinds of luxury materials, which includes a classic-looking analog clock proudly mounted front and centre of the dash.

Design aside, neither parent firm Toyota nor anyone form Century elected to shed light on the concept’s mechanical bits. Both also skirted away from indicating market entry timeline, or which exact markets it will enter besides Japan.

Perhaps the old saying of “good things comes to those who wait” applies here, and perhaps with good reason. Given the vision touted by the Century Coupe concept pictured, this might just be worth the wait for many of the world’s UHNWIs – emphasis on the ‘U’.

Would the world's UHNWIs fancy this Japanese Phoenix emblem over the 'traditional'  Spirit of Ecstasy or even the Flying B? Only time will tell...

Realistically, we reckon it will take Toyota upwards of two years at least before its new Century marque properly takes off with its first offering – the automaking giant famously took six years to properly develop its Mercedes-Benz and BMW-rivalling Lexus brand.

What do you folks reckon? Can Century become the new and final word for opulence? Share your take in the comments below then…