Toyota Century One of One concept: An independent beginning

Toyota introduced the Century luxury brand as an independent entity at the Japan Mobility Show 2025, positioning it higher than Lexus and targeting a customer base that competes with Rolls-Royce. The centerpiece of the booth was a two-door coupe concept called One of One. The manufacturer has not yet announced a commercialization timeline.

Century takes a separate path: aiming for ultra-luxury status surpassing Lexus.

Elevating Century to an independent brand demonstrates Toyota's strategic move in the ultra-luxury segment, where the focus is on craftsmanship and private experiences. Century has long been a symbol of luxury in Japan, and now, positioned above Lexus within the Toyota ecosystem, it reflects Toyota's ambition to reach the level of traditional ultra-luxury brands.

In that context, One of One serves as a preview of the design language and product direction for the Century. It's a two-door coupe with a fastback design, offering a distinct feel compared to the familiar sedan or SUV styles. Toyota has not yet provided detailed technical information for One of One.

thuong hieu Century anh 8 — Century brand image 8

Fastback coupe design and key details

Dual headlights, open grille

The front of the One of One features dual headlights, reminiscent of the visual language seen on the Rolls-Royce Spectre. Below is an open grille, a detail suggesting Toyota may be considering equipping the model with an internal combustion engine in the future. As a concept car, the company did not confirm the specific powertrain configuration.

thuong hieu Century anh 2 — Century brand image 2

Fastback ratio, multi-spoke wheels, Century signature

The fastback design with its sloping roofline is a highlight that gives the car a sporty look. Multi-spoke wheels feature the Century logo in the center and red painted brake calipers. The rear of the car uses a taillight layout that harmonizes with the front headlight design, maintaining the overall styling language from front to back.

thuong hieu Century anh 3 — Century brand image 3

The door lacks a B-pillar, and the display unit is missing the rear window and trunk lid.

The display model lacks a B-pillar, making entry and exit easier. However, this is a solution that is often reconsidered during commercialization to meet everyday usage criteria. The concept version at the exhibition also lacks a rear window or trunk lid; it is likely that these features will be added in the production version.

thuong hieu Century anh 4 — Century brand image 4

Test cockpit: rectangular steering wheel, multiple screens.

The One of One's cockpit features an open rectangular steering wheel. In front of the driver are several small screens displaying information. This approach is visually experimental, emphasizing a technological focus and interface personalization. Toyota states that many details can be customized in the production version.

thuong hieu Century anh 10 — Century brand image 10

Technical suggestions from the concept.

Since specifications are unavailable, surface details offer little basis for visualizing the product's direction. The open grille suggests a powertrain requiring traditional cooling. Furthermore, the absence of a B-pillar-less door and a rear window on the display indicates that this prototype focuses more on design concept and initial experience rather than finalizing the product's structure.

thuong hieu Century anh 9 — Century brand image 9

Century product line linkage

Before the One of One appeared, the Century line already had a super-luxury SUV with a notable upgrade to the rear window: electronically controlled glass that could quickly dim for increased privacy (information dated June 25, 2025). The presence of the coupe concept alongside the SUV shows the diverse product range that Century aims for in the super-luxury segment.

thuong hieu Century anh 1 — Century brand image 1

Summary table

Item	Information
Launch event	Japan Mobility Show 2025
Trademark	Century (independent, higher than Lexus in the Toyota ecosystem)
Name of the display model	One of One (concept)
Body style	Two-door coupe, fastback body style.
Lamp characteristics	Dual headlights; matching taillights
Front grille	Open grille
Door arrangement	There is no column B (concept).
Cockpit	Rectangular steering wheel that opens; multiple small screens.
Wheels and brakes	Multi-spoke rims; Century logo in the center of the rim; red brake calipers.
Rear window, trunk	Not featured in the concept display.
Drive system	Not yet announced
Commercialization plan	Not yet announced

Conclusion: Launching the brand, keeping the technology confidential.

One of One is a statement about Century's "separation" from the Toyota product line. The two-door coupe design, dual headlights, open grille, and experimental interior layout help to outline the new identity of the ultra-luxury brand. At this stage, specifications and sales plans have not been released. When commercialized, details such as the B-pillar, rear window, and trunk lid will likely be refined to meet the daily driving standards of an ultra-luxury vehicle.