With this car, Toyota will compete with Bentley and Rolls-Royce

Century

We do cheerfully say “Toyota,” but the car you see here is actually a Century. Until now, the Century was a premium Toyota model, more recently it became a model family, and now it has been rebranded as an independent luxury brand. “But wait a minute,” I hear you thinking, “wasn’t Lexus before that?” True, but Lexus mainly targets brands like BMW, Audi and Mercedes-Benz. Century, on the other hand, goes one step further. This is the Japanese answer to Rolls-Royce, Bentley and Maybach.

Sixty layers

The Century has been the symbol of prestige in Japan for decades, a car in which Japanese emperors, prime ministers and captains of industry are transported. Since 2023, there has also been a Century SUV but now Toyota is going one step further with a coupe. The model looks like a fastback with imposing proportions, an infinitely long hood and bodywork that, according to Toyota, consists of more than sixty layers of orange paint – Japanese craftsmanship at its best.

Only three chairs

Inside, the interior is at least as special. The Century Coupe has only three seats: one in the front and two in the back. The front passenger seat is omitted to make it even easier to get into the back – a subtle hint that this car is meant for those who want to be driven, not necessarily those who drive themselves. The interior is a mix of wood, leather, displays and even a wall of subtle beams of light separating the driver’s area from the rest.

V12?

What lies under the hood, Toyota is still keeping secret. Presumably it will be an electrified powertrain, possibly a variant of the plug-in hybrid V6 from the Century SUV. A V12 comeback seems ruled out. According to Akio Toyoda, president of Toyota, the new Century “should bring the spirit and pride of Japan to the world.” So the coupe is not just another car, but a statement. Whether the brand has plans for Europe is not clear.