Toyota’s Century brand to reveal a Luxury Coupe soon

Toyota’s ultra-luxury Century marque is preparing to reveal a striking new coupe concept at the 2025 Japan Mobility Show, signalling a bold evolution for the brand traditionally known for its stately sedans and chauffeurs.

Since its debut in 1967, the Century has represented the pinnacle of Japanese luxury, even boasting Toyota’s only V12 engine in its second generation. More recently, the brand branched out with the Century SUV in 2023, and now it appears ready to explore yet another niche with a sleek two-door model.

Read our review of the 1997 Toyota Century V12

Teased ahead of its debut, the new Century Coupe is described as a “one of one” creation. That could mean it’s either a design study or a bespoke commission. Its design marks a radical departure from the dignified sedans of old, featuring sliding doors, the B-pillars have been removed, and a tall, coupe-like profile. Teaser shots suggest an ultra-modern cabin layout, possibly with a central driving position and a rectangular steering yoke.

The front end features dual-layer lighting and a large grille bearing the brand’s gold phoenix emblem, the signature of the Century nameplate. Interestingly, the grille doesn’t appear to be fully sealed, hinting that a combustion engine might still sit under the sculpted bonnet.

The car’s overall proportions are imposing, combining the elegance of a grand tourer with the stature of a luxury sedan. The absence of Toyota badges underscores the Century’s elevated positioning above Lexus within Toyota’s expanding luxury portfolio.

If a production version eventuates, the coupe could play a key role in Toyota’s plan to expand Century beyond Japan, following the SUV’s introduction to the Chinese market. Reports suggest the company intends to develop a family of Century models for global sale.