Toyota’s Answer To Rolls-Royce Eyes Possible Australian Debut

• Century – the exclusive Toyota luxury cars – are being spun off into their own brand positioned above Lexus, and could be coming to Australia as part of its global launch.
• Previously available in Japan and select geographies only, a next-gen concept was unveiled at the 2025 Tokyo Mobility Show by Toyota chairman Akio Toyoda in all its distinct glory.
• “The era of Japan as number one is behind us. Japan has lost some of its energy and dynamism. I believe now, more than ever, we need the Century… Top of the top, one of one,” said Toyoda.

Toyota, the world’s most sensible carmaker, has decided it wants a seat at the luxury table right next to Bentley and Rolls-Royce.

As per the recent announcement, its deeply dignified Century – a hand-built car that’s chauffeured esteemed Japanese figures ranging from prime ministers and emperors to your garden variety captains of industry since 1967 (100 years since the birth of company founder Sakichi Toyoda, hence the name) – is being reimagined not as a single model, but as a standalone brand positioned above Lexus.

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“Until now, Century’s place in the company has not been clear,” said Toyota chairman Akio Toyoda.

“Within that, Lexus was like the eldest son and Toyota was like the second son, and I think Lexus had the sense that it had to be responsible as the eldest son… I previously suggested, ‘Why not make an above-Lexus?’”

The intent is clear: this isn’t about chasing sales volumes or fuel efficiency targets. It’s about proving that the Land of the Rising Sun has the engineering prowess to build a car that rivals the world’s finest, and do so without borrowing from European playbooks to reclaim its status as a global market leader.

Toyota’s new Century line-up will apparently take shape via two key forms: a stately SUV and a sleek coupé, plus a raised coupé model somewhere down the track.

The design language of the coupé concept model unveiled at the 2025 Tokyo Mobility Show remains resolutely Japanese – quiet, deliberate, and imposing without being overly florid or ostentatious (aside from the blindingly radiant orange paint job).

The sliding electric doors nod to traditional hospitality/architecture, while the cabin leans on ancient craftsmanship techniques – expect hand-finished woodwork, glass, intricate washi-inspired textures, and seats that more closely resemble first-class lounges than it does automotive furniture.

“Century is not just another brand within the Toyota Motor Corporation,” affirmed Akio Toyoda.

“Century is a brand that brings the pride of Japan, the spirit of Japan out into the world.”

While the current Century saloon houses a V8 hybrid engine, it’s currently unclear what kind of drivetrains these next-gen iterations will be powered by (internal combustion, electrified hybrid, or fully-electric), nor what existing platform we can expect it to borrow.

Inside, Toyota refers to the guiding philosophy as “One of One” – the idea that every Century can be configured uniquely for its owner. It’s the kind of personalisation Rolls-Royce has built an empire on, now interpreted through a characteristically Japanese lens.

Here in our sunburnt corner of the world, the situation is getting equally interesting. According to Chasing Cars, Toyota Australia has confirmed it’s exploring whether to make the Century range available domestically, with Lexus tasked to oversee feasibility.

“Because it is going to be positioned above [Toyota], Lexus will take the lead on that vehicle,” Sean Hanley, VP of Sales & Marketing at Toyota Australia, told the auto publication.

“Century needs very specialised attention, but there is a market in Australia, and hopefully, over the foreseeable year or two, we will be able to make a case for it.”

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Granted, nothing’s been officially signed off just yet, but the mere fact Aussies are soundly part of the ongoing considerations is certainly promising. And if it happens, expect AUD starting prices north of $300,000. That’s Bentley and Rolls-Royce money, which sounds absurd until you remember how consistently (and efficiently) Toyota delivers on their promises.

For a brand best known for Hiluxes and hybrids, the Century project is an audacious statement – one that says Japan’s understated luxury might be the next big thing in motoring. And if Toyota does decide to ship it to Australia, brace yourself for something wildly compelling: the phoenix badge is rising.

Keep an eye out here for updates on the Toyota Century and whether it actually makes it to local showrooms.