Toyota unveils Century as new luxury brand with Conti GT rival

Radical coupé concept revealed as a statement of intent to take on Rolls-Royce, writes Felix Page

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The Toyota Century Coupé Concept was recently revealed at the Japan Mobility Show 2025.

Toyota has revealed a striking luxury GT coupé to mark the creation of its new dedicated luxury brand, Century — conceived as a rival to the likes of Bentley and Range Rover.

The new model, revealed at the Japan Mobility Show 2025, is the third dedicated Century model — joining the flagship saloon that has been in production since 1967 and the Bentayga-sized SUV that was revealed in 2023 — and the first to go without Toyota badges entirely.

Century has been carved out as a new marque in its own right, sitting alongside Daihatsu, Lexus, Gazoo Racing and Toyota itself as the “pinnacle of the Toyota Group portfolio”.