Toyota is redefining its luxury flagship, the Century, as a standalone brand to rival Rolls-Royce and Bentley. The move was previewed at the Japan Mobility Show with the Century Coupe – a striking, high-riding two-door finished in a vibrant orange. Unlike most high-end automakers pivoting to electric vehicles, Toyota is confirming that the Century will not go electric.
A Legacy Reimagined
For decades, the Century has been Japan’s discreet choice for executives and dignitaries. Now, it’s stepping into direct competition with the world’s most exclusive automakers. This is significant because luxury brands are increasingly reliant on EV platforms for prestige, with electric powertrains becoming a status symbol in themselves. Toyota’s defiance of this trend suggests a bet that traditional internal combustion engines – or hybrids – can still command a luxury market share.
Powertrain Options Remain Open
Toyota powertrain president Takashi Uehara has confirmed the new Century will have an engine, though the exact type remains undecided. Current models use either a V8 or a 3.5-liter plug-in hybrid V6, making those logical choices for cost efficiency.
However, Toyota isn’t ruling out more ambitious options. The company could leverage the upcoming twin-turbocharged V8 expected in the GR GT – a high-performance model aiming at the Mercedes-AMG GT – though likely with a detuned configuration for a more refined luxury experience. Uehara noted that development timelines have shortened, meaning decisions will come quickly.
Why This Matters
Toyota’s decision to avoid electrification for the Century brand is noteworthy. While many luxury brands are racing to fully electric lineups, Toyota is betting that there’s still demand for traditional luxury powertrains. This could be a strategic move to cater to specific markets, like Japan, where hybrid technology remains popular, or a calculated risk to differentiate itself in a crowded EV space.
Toyota’s Century is betting on the staying power of non-electric luxury, a gamble that could redefine how high-end automakers approach powertrain choices.
