The Century has emerged as a new brand, seeking to share the pride of Japan with the world. Chairman Akio Toyoda has vowed to take on the challenge of creating the next 100 years.
Creating the next 100 years
After narrating the origin story and the vision behind this iconic vehicle, Chairman Toyoda turned his attention to Japan today, noting how the Century is needed now more than ever.
Chairman Toyoda
Today, more than five decades after the birth of that first Century, where does Japan find itself?
The "Japan as No.1" era is behind us, and we are now in what has come to be known as "the lost 30 years."
Japan as a nation seems to have lost some of its energy and dynamism, along with our presence in the world.
If Kiichiro and Nakamura could see Japan today, what would they say? I suspect they wouldn't say anything and instead leap straight into action.
When Nakamura saw the postwar media headline "Starting from Zero," he said, "It's not zero. It's true that our facilities were destroyed, and we had no materials or money. But we had the strengths and skills that Japan had built up. That's why we were able to rebuild."
He said that in anger.
Today, Japan has an automotive industry that operates on a global scale. We possess the monozukuri skills that have sustained the nation.
Stunning nature that enchants people around the world. A rich food culture and a spirit of hospitality. Today, we also have manga and animation, which have become synonymous with Japan.
Likewise, in the realms of music and sports, young people continue to share Japan's charms with the world.
I believe now more than ever, we need the Century. Please watch this.
Chairman Toyoda
The name is said to represent the hundredth anniversary of the Meiji era, and of the birth of Sakichi Toyoda, the Toyota Group's founder. For me, it is about creating the next one hundred years.
And then there is the Century's phoenix emblem. In Japanese mythology, the phoenix only appears when the world is at peace.
"Century" is more than just the name of a car. It is a heartfelt desire for world peace, and an endeavor to shape the next one hundred years from Japan. That is what the Century means to me.
With Shoichiro’s passing, I came to see this as my personal mission.
Chairman Toyoda paused briefly to compose himself, then delivered his most impassioned message of the day.
Chairman Toyoda
Of course, I cannot do it on my own. Thankfully at Toyota, we have many colleagues who carry on the spirit of Kenya Nakamura.
Together, we have decided to launch the Century brand.
"One of One"
or as Nakamura put it, "To be like no other."
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 next Century begins with us.
[Vehicle information] Coupe x Chauffeur-driven
The Century now comes in three body types: the formal sedan, the business-casual SUV, and the new coupe, adding a touch of flair to the lineup. It was built to be an ideal ride for getting dressed up and heading to a party.
The coupe’s fiery scarlet exterior color is a traditional Japanese hue, evoking the legendary Asian firebird, ho’o. Other aspects of Japanese tradition and culture are incorporated throughout, including Edo metal engraving on the emblem and Nishijin-ori brocade for the seat fabric.
The partition between the driver’s and passenger seats resembles threads on a loom, symbolizing the invention that is Toyota’s roots.
Despite the coupe styling, this Century remains a chauffeur-driven car, with a three-seater layout: two on the driver’s side, front and rear, and one on the passenger side.
The passenger side features sliding doors that open to the front and rear, creating a wide entrance. To deliver a relaxing ride for important passengers, the coupe provides spacious, fully reclining seats.
What’s more, no effort has been spared in making the coupe fun to drive, ensuring it can be enjoyed as a chauffeured vehicle during the week and a driver’s car on weekends.
The pinnacle; a car in a class of its own. The Century development team was eager to demonstrate the power of Japanese monozukuri and the country’s auto industry, to the rest of the world.
Come and see the coupe for yourself at the JMS Century booth, on the first floor of Tokyo Big Sight’s South Exhibition Hall.
【Japan Mobility Show 2025】
Dates: Thursday, October 30 – Sunday, November 9
*October 30 is Official Day. General public access begins Friday, 31 October.
Venue: Tokyo Big Sight
Website: https://www.japan-mobility-show.com/en/