Toyota officially launched the Century Coupe at the Japan Motor Show 2025 in Tokyo, marking the transition of Century from a car line name to an independent super luxury brand. The 2-door, 2-seat coupe appears as a new design and manufacturing statement, aiming to compete with Rolls-Royce and Bentley, while maintaining the luxurious, calm Japanese identity.
Century Coupe and the turning point to become a super luxury brand
For more than half a century, the Toyota Century has been synonymous with Japanese elegance, luxury and tradition, often associated with politicians, the upper class and royalty. With the Century Coupe, Toyota has begun a new phase: the Century has become its own brand, with a clear soul and philosophy, aiming to “redefine Japanese luxury”. Speaking at the event, President Akio Toyoda emphasized: “The Century is more than just a car – it is the pinnacle of Japanese style.”
Along with the coupe, Toyota also introduced four other Century models: two restored sedans, a special edition SUV and a sporty Century GR sedan. The simultaneous appearance of many variants shows the strategy of building a product ecosystem, instead of just refreshing a single model.
Two doors, two seats: sporty in a sedate mold
The Century Coupe deliberately separates itself from the classic Century sedan and current Century SUV with its 2-door, 2-seat coupe silhouette. The change in body proportions gives the car a distinctly sporty character, but the overall language retains the calm, elegant rhythm that has made the Century famous. This is Toyota's way of expressing innovation without breaking with its heritage.
The exterior highlights an exclusive metallic orange hue, finished with over 60 layers of hand-painted paint. This multi-layered finish creates a sense of depth and a consistent surface gloss across a range of lighting conditions, reflecting the attention to detail at the surface level – a hallmark of ultra-luxury products.
Interior space: pure luxury with high-quality materials
Inside, the Century Coupe cabin is treated like a one-of-a-kind space, where materials and surfaces are given top priority. Toyota uses premium leather, brushed metal and precious woods, combined with a sophisticated analog clock placed in the center of the dashboard – a detail that evokes the spirit of Japanese watchmaking.
The organization of the space is also unique. The driver's seat is separated from the passenger seat by a delicate wooden partition. On the background of this separation, a red laser strip is projected onto the ceiling, creating a modern visual effect, while maintaining a quiet atmosphere - true to the spirit of silence that is the "DNA" of Century.
Minimalist digital clock cluster, wooden chair back with classic feel
The digital instrument panel blends with the minimalist style of the steering wheel, while the wooden seat backs add a nostalgic feel to the cabin. The contrast between technological surfaces and natural materials creates a gentle, understated luxury.
Notably, the passenger seat is positioned further back. This arrangement shows that the Century Coupe still prioritizes the “being driven” experience – aiming at the relaxation of the person sitting next to it – rather than emphasizing the “self-driving” experience. This is a unique choice for a two-seat coupe, placing the emphasis on passenger comfort and privacy.
Japanese Identity Through a Modern Lens
The Century Coupe does not seek to recreate the original ceremonial sedan image; instead, the model shifts to a coupe structure to expand the expressive language of Japanese luxury. This is in line with Akio Toyoda’s vision: to make the Century an icon of global influence, while remaining faithful to the Japanese spirit.
While traditional rivals like Rolls-Royce and Bentley define “European luxury” through classic body proportions and exposed materials, the Century Coupe takes a different path: restrained surfaces, emphasizing material emotion and stillness. Accents like analog clocks, wood paneling, laser light strips and multi-layered hand-painted paint create a unique identity.
Century portfolio at the event: diversifying the ecosystem
The simultaneous introduction of four other Century models – two restomod sedans, a special edition SUV, and a Century GR sedan – demonstrates a long-term strategy that goes beyond a single product. Each variant suggests a context of use: preserving heritage (restomod sedan), extending functionality (SUV), and adding sportiness (GR sedan). This grouping reinforces the Century image as a complete brand, with historical depth and freshness.
Conclusion: Century Coupe as a prologue
The Century Coupe appears as the “prelude” to the journey to separate Century into a super luxury brand: a distinct design, emphasizing exquisite craftsmanship (60 layers of paint), an interior space that prioritizes quiet and private experiences, and a clear message about Japanese identity. On that foundation, Toyota aims to build a Century ecosystem that spans many styles, from conservation to sport.
With the Tokyo event, Toyota showed that they are not only renewing an iconic model but also restructuring the brand strategy. If the Century Coupe is considered a “manifesto”, the restored sedans, special SUVs and Century GR sedan are the “pieces” that complete the picture. From here, the story of the Century moves from the heritage of a car line to the vision of a super luxury brand with the Japanese spirit.
Source: https://baonghean.vn/toyota-century-coupe-buoc-mo-cho-thuong-hieu-sieu-sang-10309699.html
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