On October 29, Toyota Motor Corporation Chairman Akio Toyoda took the stage at a press briefing at the Japan Mobility Show 2025 (Press days: October 29-30, Public days: October 31-November 9) held at Tokyo Big Sight to announce the launch of the Century as its top-tier luxury brand.

Mr. Toyoda stressed that Century is not just another brand within Toyota Motor Corporation; he said that the company wants to nurture it as a brand that brings the spirit of Japan―the pride of Japan―out into the world, and that will create the next one hundred years.

After outlining the history of the Century developed as a model that stands at its pinnacle, a car in a class of its own, Toyoda unveiled the coupe-style concept model.

(Toyota Motor press release on October 29, 2025)