While the whole world knows the Toyota brand, only car enthusiasts and the Japanese know the Century badge. Started in 1967 and representing the pinnacle of Toyota’s engineering and refinement, the Century became the choice of Japanese captains of industry. Its understated design and undeniable presence even predated the quiet luxury trend happening now.
At the 2025 Japan Mobility Show, Toyota took the opportunity to showcase the Century as its own brand within the Toyota family. Similar to Lexus and Daihatsu, two sub-brands under the Toyota umbrella catering to various demographics, the Century will cater to its own discerning clientele.
No less than Toyota Motor Corporation chairman Akio Toyoda took to the stage, like a proud parent, to introduce a brand very dear to Toyota’s heart. Toyoda described the Century’s place in Toyota history.
“Kenya Nakamura (Toyota’s first chief engineer in the ’60s) worked together with Shoichiro (Toyoda), the son of Kiichiro, and set out to make a car underpinned by Japanese tradition and skills, which they could proudly show on the world stage, a car that could contribute to world peace and cultural exchange. The pride of Japan,” Toyoda shared.
The choice of a coupe body for the Century concept is an interesting one. It heralds a potential new direction for Toyota and Century. In the past, Toyota’s premium model was almost always chauffeur-driven, with the owner relaxing in the back. But the Coupe Concept is a two-door, instantly limiting its ability to seat people in the back comfortably, and changing its character to a more driver-focused transport.
Naturally, we asked around if the Philippines will officially see the Century brand. The replies we got were vague and non-commital—not surprising.
But hearing Toyoda’s hopes and dreams for Toyota’s newest brand, it’s easy to feel hopeful that Century cars and SUVs will someday roam our streets.
“Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that brings the spirit of Japan?the pride of Japan?out into the world,” the Toyota chairman added.
