At the 2025 Japan Mobility Show in Tokyo, the Toyota Group unveiled new products and showcased the future strategies and innovations for its various brands and models. Strategic highlights included the expansion of the Century nameplate into a standalone flagship brand, the reveal of a broadened Lexus “Discover” ecosystem, and other mobility products and vehicles from the likes of Toyota and Daihatsu.

“The Century stands at the pinnacle, a car in a class of its own,” said Akio Toyoda, Chairman of the Board of Directors of the Toyota Group. “I believe this car was born carrying Japan on its shoulders.”

In the 1930s, a time when Japan was seen as incapable of making cars, what Kiichiro Toyoda set out to build was not only a company called Toyota, but also Japan’s entire automobile industry. With others who shared his vision, he embarked on the challenge.

In 1938, one year after Toyota was founded, Kenya Nakamura, Toyota’s first chief engineer, joined the effort. He oversaw the first Century model “to be like no other” from its development that began in 1963 to production and sales in 1967. He focused on fusing cutting-edge technology with Japanese culture and tradition.

Now, more than five decades after the birth of the first Century model, with succeeding car generations in 1997 and 2018, and an SUV in 2023, Toyota is making it a flagship brand with a similar focus. At the Tokyo event, the automaker revealed the Century Concept Model to the public.

“The name [Century] is said to represent the hundredth anniversary of the Meiji era, and of the birth of Sakichi Toyoda, the Toyota Group’s founder,” said Toyoda. “For me, it is about creating the next one hundred years. We want to cultivate it as a brand that brings the spirit of Japan―the pride of Japan―out into the world.”

While few Century Concept Model tech details were shared, the automaker provided a feel for some of the thinking behind its design and materials, emphasizing traditional Japanese culture and tradition, and highlighting some of the supplier partners providing their expertise.

The exteriors of the Century Concept Models, shown mostly in orange and in one image black, were crafted by master painters, with over 60 layers of paint “polished to an impeccable finish.” The front grille carries forward Century’s aesthetic, now with intricate Kumiko latticework and DNA-design details, including the brand’s Shippo pattern and the reborn Phoenix logo.

Inside is a light projection inspired by the threads in a loom, Toyota’s original product. The interior is “draped” in Flare orange with multiple layers of piano-black coating combined with precisely laser-engraved metal Shippo.

The interior space is inspired by the harmony of traditional Japanese architecture, defined by horizontal and vertical lines, complemented by long-slide seats “that move with effortless grace.” A tradition of hospitality honed over generations of the Century is meant to elevate the art of graceful entry and exit.

The driver’s seat is crafted to elevate the driving experience, while the rearward passenger lounge seat is designed for ultimate relaxation and luxury. The seatbacks showcase the elegance of solid wood, a hallmark of Century craftsmanship through the ages, in collaboration with Tendo.

Other interesting details are the dash and rear-facing console pattern materials in collaboration with Yamaha Fine Technologies and the flooring patterns with Yokoyama Tatami and Takata Orimono. A lustrous black Urushi lacquer is layered by Wajima artisans in collaboration with Wajima Kirimoto.

A timepiece is adorned with gleaming granite and crystal. An immersive audio and bespoke fragrance system envelopes occupants in Century’s signature sound and scent, with a refined Tokonoma alcove showcasing the bottle.

The company even created a Century-themed ride-on toy for kids. Crafted from select Japanese woods, including Ho-no-ki, Oak, and thinned Hinoki cypress from Toyota’s Mie Miyagawa forest, and finished with Urushi lacquer, it is upholstered in the same premium leather as Century’s finest vehicles in collaboration with Karimoku Funitur and KsLABO Ltd.