One of one: The century and the soul of Japan

A dozen stars radiated strong magnetic charm, attracting thick crowds at the recent Japan Mobility Show 2025 at Tokyo Big Sight.

- PINKY CONCHA COLMENARES

Yet, among all the automotive brilliance, one shone brightest — a vehicle that seemed to pull the crowd with quiet authority. The long queue that snaked across South Halls 1 and 2 led to a single destination: the Century, newly reborn as an independent ultra-luxury brand under the Toyota umbrella.

Introduced by Akio Toyoda, Chairman of Toyota Motor Corporation, the Century’s unveiling on Oct. 28 drew an atmosphere of reverence. “The Century stands at the pinnacle — a car in a class of its own,” Toyoda declared.

It was nearly impossible to get close to it on opening day. The crowd pressed in tightly around its stage, phones raised like votive offerings, live-streaming their awe. I returned several days later, only to find the line even longer — yet I stayed. Because some cars are worth waiting for.

When I finally reached the front, I stood before the brilliant orange Century Coupe Concept, its long doors open to reveal an exquisitely detailed interior — that seemed more artisan than industrial. Nearby, another stage displayed the chauffeur-grade Century SUV, exuding an air of serene authority meant for those who prefer to be driven rather than drive.