Toyota Century Coupe Concept Paves the Way for One of One

Toyota introduced the Century Coupe Concept at the 2025 Japan Motor Show, inaugurating a new super-luxury positioning called “One of One”. The four-seat coupe pursues the philosophy of Japanese craftsmanship, emphasizing the ability to personalize at the unique level, and is positioned to compete directly with Bentley and Rolls-Royce. Toyota said the powertrain strategy will be diversified, while the expected selling price is over 30 million yen (about 200,000 USD) and will be distributed in Japan initially.

Super luxury manifesto at Japan Mobile Show 2025

According to Toyota, the Century Coupe Concept is the first step for the super luxury brand “One of One”. “This is not just elegance. This is a statement of craftsmanship,” emphasized Ian Cartabiano, President of CALTY Design Center (California). He said the Century will be the pinnacle of Japanese style and craftsmanship.

The Century Coupe Concept follows a pure luxury language, combining iconic Century elements with a contemporary approach. While no technical specifications have been released, Toyota describes the product vision as emphasizing serenity, elegance, and the passenger experience, rather than chasing performance figures.

DNA Century: from the 1967 icon to its new reincarnation

The Century first appeared in 1967 and quickly became the choice of Japan’s elite, from businessmen to high-ranking officials, as an alternative to imported limousines. After two facelifts (1997 and 2018), the model is known for being rare in the luxury car world . The current incarnation includes two versions: a sedan coupe and an SUV in development.

Design focused on entry/exit experience

The Century Coupe Concept features a long roofline, a phoenix-shaped grille, and a sliding door instead of the traditional swing-opening design. This design comes with a small rear side door to optimize the entry/exit for the rear seats. The front seats can be slightly reclined when the door is opened to create more space for passengers.

“Getting in and out of a coupe has never been so elegant,” says Ian Cartabiano. On a luxury coupe, the choice of sliding doors is a notable departure because it directly addresses passenger comfort and etiquette.

Master craftsmanship: 60 layers of paint, precious woods and artsugi techniques

Each Century, positioned as “One of One,” is a unique work of art, customized to the owner’s wishes. The display model is finished with 60 layers of hand-painted paint, combining the interior with precious woods and traditional materials. Toyota emphasizes the technique of “artsugi” – a process of mortising with such precision that the seams are almost imperceptible.

From an experiential perspective, such hand-crafted finishing details directly impact the visual and tactile feel of the cabin, while reinforcing the Century's unique identity compared to its European rivals in the ultra-luxury segment.

“One of One” positioning and multi-directional transmission strategy

The Century Coupe Concept represents a deeply personalized product philosophy, where each configuration is unique. Toyota says its “multi-pronged” powertrain strategy could include gasoline, hybrid, and fully electric powertrains, but technical details have not been released.

Not releasing specifications at this stage is in line with Toyota's focus on craftsmanship and passenger experience – image pillars that it has prioritised when positioning the Century to compete directly with Bentley and Rolls-Royce.

Expected price and market

The Century Coupe Concept, if commercialized, is expected to cost over 30 million yen (about 200,000 USD), equivalent to the Bentley Continental GT in terms of price positioning. The initial market is Japan, but Toyota does not rule out the possibility of expanding to China and the US if the project is successful.

What's Confirmed Up to the Concept Launch

Launched at Mobile World Congress Japan 2025.
Super luxury positioning "One of One", each car is unique on request.
Sliding door design, with small rear side door; front seats recline slightly to increase entry/exit space.
60-layer hand-painted finish; precious wood interior and traditional materials with artsugi technique.
Multi-directional drive strategy: may include gasoline, hybrid, fully electric (details not yet announced).
Expected price is over 30 million yen; initially only sold in Japan, not excluding other markets.

Conclude

The Century Coupe Concept shows Toyota’s new direction for ultra-luxury: a celebration of Japanese craftsmanship, a priority on the passenger experience, and deep personalization. Highlights like sliding doors, a 60-layer paint finish, and a “One of One” philosophy help the coupe stand out in its segment. Once technical specifications and commercialization plans are announced, the Century will have a basis to define its position alongside the established names in the ultra-luxury world.

Source: https://baonghean.vn/toyota-century-coupe-concept-mo-duong-cho-one-of-one-10309882.html