Toyota Stuns with the Century One of One: Japan’s New Pinnacle of Luxury [JMS 2025]

This event not only marks the debut of a new concept but also signifies a strategic move to spin off Century into a standalone luxury brand, positioned above Lexus and aimed at directly competing with global giants like Rolls-Royce and Bentley.

The Century One of One concept embodies a bold, large-sized crossover fastback design, seamlessly blending the robustness of an SUV with the elegance of a coupe. This innovative approach reflects Toyota’s ambition to rejuvenate the Century brand while preserving its iconic heritage.

Unlike the rear-passenger-focused Century SUV, the One of One is engineered for the driver, featuring aerodynamic styling, balanced proportions, and a gently sloping rear end that exudes a sporty aura. This shift aligns Century with the “self-driven luxury” ethos exemplified by models like the Bentley Bentayga and Rolls-Royce Cullinan.

A standout feature is the passenger-side sliding door, which not only optimizes entry and exit but also embodies the Japanese spirit of hospitality, or “Omotenashi.”

The Century One of One concept cabin introduces an innovative staggered layout: the rear passenger seat is slightly offset and can swivel, separated by a privacy screen. This arrangement ensures a relaxed, personalized experience, underscoring the essence of bespoke luxury.

Defying the trend of oversized screens, the One of One interior features three discrete displays: a horizontal main screen ahead of the yoke-style steering wheel, flanked by two vertical screens. This configuration ensures driver visibility while maintaining a sleek, refined dashboard.

Crafted entirely by hand, the interior showcases premium materials such as genuine wood, natural leather, and polished metal, embodying the philosophy of “quiet luxury”—a stark contrast to the overt opulence often associated with Western marques.

While Toyota has yet to disclose technical specifications, experts speculate that the Century One of One will likely adopt a plug-in hybrid (PHEV) powertrain, similar to existing Century models. Engine options may include a 5.0L V8 or a 3.5L V6, with the latter favored for its superior smoothness and balance in ultra-luxury applications.

In Japan, the Toyota Century is synonymous with refinement and prestige, exclusively catering to high-ranking politicians, business elites, and royalty—a testament to its unparalleled status within Toyota’s portfolio.

Elevating Century to an independent brand underscores Toyota’s vision to expand into the ultra-luxury segment. Whereas Lexus targets global elites, Century now embodies the pinnacle of Japanese craftsmanship and cultural ethos.

TH (Tuoitrethudo)