Toyota Launches Century to Rival Rolls‑Royce, Bentley

Toyota has launched Century as a standalone ultra‑luxury marque positioned above Lexus and unveiled the Century Coupe concept at the Japan Mobility Show. Toyota said Century builds will be bespoke “one‑of‑one” cars made in Japan using traditional crafts such as Edo metal engraving and Nishijin‑ori fabrics and finishes of up to 60 layers of paint. The avant‑garde two‑door Coupe is chauffeur‑focused with sliding doors, a divided cabin that pushes the passenger rearward, and styling cues (including hood vents) that suggest combustion or hybrid propulsion, though powertrain details remain unconfirmed. Toyota also showed production sedan and SUV variants, including restored sedans and a GR‑tuned sedan, and executives signaled intentions to export the brand to high‑end global customers while keeping manufacturing in Japan. Company leaders said Century will target ultra‑luxury rivals like Rolls‑Royce and Bentley while allowing Lexus to concentrate on mainstream luxury and innovation.