Toyota launches the Century brand to compete with Rolls-Royce. Meet the Century Coupe, its outrageous interior, and the 60-layer paint job.
Forget everything you know about Toyota. The world’s largest automaker has just kicked down the gates of the automotive Olympus, a territory until now dominated by names like Rolls-Royce and Bentley. During the Japan Mobility Show, the Japanese giant didn’t just introduce a car; it declared independence for its crown jewel: the Century line is now its own brand, and its initial weapon is a coupe so extravagant and mysterious it makes British competitors look conservative.
The Japanese Luxury Revolution: Goodbye, Toyota. Hello, Century.
For decades, the name Century was synonymous with the highest level of luxury in Japan—a majestic sedan reserved for emperors, government officials, and the business elite. It was Toyota’s best-kept secret, a car that rarely left its homeland. But that era is over. Toyota decided that discretion is no longer enough and elevated Century to independent brand status, positioned not only above Toyota but also above its acclaimed luxury division, Lexus.
The strategy is clear: target the ultra-luxury segment with a completely new approach. The new Century brand promises a “One of One” experience, fully bespoke, where each vehicle is a unique piece tailored to its owner’s desires. It’s a philosophy practiced by Rolls-Royce for over a century but now infused with Japanese perfectionism and cutting-edge technology. This bold move transforms the scene, showing that Toyota is no longer content being just reliable and efficient; it wants to be desired, exclusive, and unattainable. The brand is leveraging its entire expertise, the same that creates performance monsters like the Toyota RAV4 GR Sport 2026, to redefine what extreme luxury means.
“This is not a Toyota. It’s a Century, period.”
This statement from the company at the launch event clearly demonstrates the level of separation and ambition. Century is no longer just a model; it’s a universe of exclusivity, and the Century Coupe is its Big Bang.
The Century Coupe: A Work of Art on Wheels That Defies Logic
If the goal was to create a seismic impact, Century succeeded. The presented coupe, still unnamed, is a rolling sculpture that seems to come from the future. With an imposing fastback design and dual headlights reminiscent of the newly launched Century SUV, the car exudes power and elegance in a unique way. The paint, an incandescent orange, is not just a color: it is the result of 60 layers of meticulously applied paint, creating depth and a shine that few vehicles in the world can boast. It’s a level of detail that rivals the most exclusive paints on the market, such as those seen on the Bentley Flying Spur Ombré by Mulliner.
A Cabin from Another World
If the exterior impresses, the interior is where Century breaks all paradigms. Forget traditional layouts. The Century Coupe offers an asymmetrical experience focused on two worlds: the driver’s and the passenger’s with chauffeur.
- The Driver’s Command Post: The driver is isolated in a cocoon-like space, separated by a noble wood console and a wall of red laser beams that extend to the ceiling. The steering wheel is a futuristic “yoke,” accompanied by a digital instrument panel and a seat with a wooden backrest. It’s an environment that blends cutting-edge technology with classic craftsmanship.
- The Passenger’s Throne: On the other side, the experience is one of pure relaxation. The passenger seat has been pushed back to the rear of the cabin, creating legroom worthy of a limousine. It’s the perfect solution for the owner who wants to be driven in maximum comfort and privacy, transforming the car into a lounge on wheels.
And the boldness doesn’t end there. Access to the cabin is via asymmetrical sliding doors. On the driver’s side (right, in Japan), there is only one door. On the passenger’s side, two doors slide open to create a wide, majestic opening, facilitating entry and exit without the intrusion of B-pillars. It’s a configuration reminiscent of the peculiar Hyundai Veloster but executed with a level of sophistication and luxury never before seen.
Under the Hood: The Mystery That Fuels the Legend
While Rolls-Royce bets on a fully electric future with the Spectre, the Century Coupe maintains a foot in tradition. The air outlets on the hood are a clear sign: there’s an internal combustion engine pulsing inside. Although Toyota remains silent on the details, speculation has already begun. The most likely option is that it uses the same powertrain as the Century SUV: a powerful V6 plug-in hybrid that combines performance with efficiency.
However, the brand’s history fuels wilder dreams. The traditional sedan used a 5.0-liter naturally aspirated V8, and purists still remember fondly the legendary V12 engine that powered the second-generation Century between 1997 and 2017. Although the V12’s return is highly unlikely in the electrified era, merely mentioning its legacy grants the new coupe an aura of mechanical nobility. The presence of a high-performance combustion engine places it in direct competition with monsters like the new Porsche 911 Turbo S 2026, although with a completely different luxury proposition. The idea of a powerful, refined V8, like the iconic 383 Stroker Engine, isn’t out of question for future editions.
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It’s still unclear whether the presented model is a concept or pre-production version, but it’s evident that Century is not here to play. Details like the absence of a rear window (replaced by cameras) might be softened in the final version, but the main message has been delivered: Japan has a new emperor in the ultra-luxury segment. The arrival of Century as an independent brand, competing with giants like the Mercedes-Maybach SL 680, redefines the power balance in the automotive market. Toyota is harnessing its industrial power and obsession with perfection to build not just a car but a legacy. The war for the throne of luxury is officially declared, and the Japanese response is silent, imposing, and absolutely spectacular.
