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The Toyota Century is Toyota's flagship ultra-luxury sedan primarily sold in the Japanese market. Developed to commemorate the 100th birthday of Toyota Industries founder Sakichi Toyoda, it serves as a high-end chauffeur-driven vehicle for government officials, royal family members, and senior business executives, often referred to as the "Japanese Rolls-Royce" for its premium positioning and artisanal production.
Key moments
1967First generation launched, named to honor Sakichi Toyoda's 100th birthday
1997Full redesign introduced, adding a V12 engine option
2018Third generation released, switching to a 5.0L V8 hybrid powertrain with updated styling
Early 2000sLimited-production Century Royal variant built for the Japanese Imperial Household, with only 4 units completed
Competitive Analysis for Toyota Century
The Toyota Century occupies a distinct niche in the ultra-luxury sedan market, with both global and domestic competitors:
Global Ultra-Luxury Rivals: Direct competitors include models like the Rolls-Royce Ghost, Bentley Flying Spur, and Mercedes-Maybach S-Class, which target the highest-end chauffeur-driven luxury buyers.
Domestic Japanese Competitors: The Nissan Cima and Honda Legend compete for local premium sedan buyers, but lack the Century's long-standing cultural association with Japanese elites.
Unique Selling Points: The Century stands out through its hand-built manufacturing process, traditional Japanese interior materials (such as wool seating and washi paper headliners), and exclusive status as Toyota's domestic flagship model. Its limited production runs and strong cultural alignment with Japanese governance and business circles also create a loyal customer base.
Direct global competitors: Rolls-Royce Ghost, Bentley Flying Spur, Mercedes-Maybach S-Class
Domestic rivals: Nissan Cima, Honda Legend
Hand-built artisanal production with strict quality controls
Strong cultural ties to Japanese political and royal elites
Third-generation hybrid powertrain meets modern emissions standards
The Toyota Century stands as Toyota’s flagship ultra-luxury sedan, purpose-built to honor the 100th birthday of Toyota Industries founder Sakichi Toyoda. Positioned as the "Japanese Rolls-Royce", it is tailored primarily for chauffeured use by Japan’s governmental officials, royal family, and senior business executives, embodying a unique blend of automotive craftsmanship and cultural prestige.
Unlike mainstream European ultra-luxury brands, the Century focuses on traditional Japanese design elements, including handcrafted wool seating, washi paper headliners, and artisanal manufacturing processes carried out in limited production runs. This niche positioning has cultivated an intensely loyal customer base that values the model’s exclusivity and cultural significance over flashy global brand recognition.
As a domestic market leader in Japan’s premium chauffeur sedan segment, the Century occupies a distinct competitive space, outpacing local rivals like the Nissan Cima and Honda Legend through its deep ties to Japanese elite circles and long-standing brand heritage.
Brand Leadership
Score: 86/100
The Toyota Century holds a dominant leadership position in Japan's ultra-luxury chauffeur-driven sedan segment, with deep cultural ties to Japanese governmental, royal, and business elites. Its exclusive use by high-ranking officials has cemented its status as a premier domestic luxury offering, outperforming local Japanese rivals in niche premium sedan demand.
Customer & Stakeholder Interaction
Score: 79/100
The brand maintains strong, loyal relationships with its core customer base of elite Japanese buyers. Limited production runs create a sense of exclusivity, while Toyota's dedicated support services for the Century model foster long-term engagement with high-net-worth individuals and institutional clients.
Brand Momentum
Score: 73/100
While remaining primarily focused on the Japanese domestic market, the Century has seen gradual, steady momentum with limited overseas expansion in recent years. Its timeless, understated design and artisanal production standards have sustained consistent brand relevance among luxury vehicle enthusiasts globally.
Brand Stability
Score: 91/100
The Century brand has maintained consistent, unwavering positioning since its launch, with no major brand identity shifts or high-profile crises. Its hand-built production model and commitment to traditional Japanese luxury materials have preserved its core brand equity over decades of operation.
Brand Age & Legacy
Score: 87/100
First introduced in 1967, the Toyota Century has a 59-year history (as of 2026) of continuous production, building significant cultural legacy and brand equity over multiple generations. Its long tenure has established it as a respected symbol of Japanese automotive craftsmanship.
Niche Industry Positioning
Score: 93/100
The Century occupies a highly specialized niche in the global ultra-luxury sedan market, focusing exclusively on traditional Japanese luxury aesthetics and chauffeur-driven use cases. Its unique selling points, including handcrafted interiors with wool seating and washi paper headliners, set it apart from European luxury competitors.
Global Brand Reach
Score: 44/100
The Toyota Century has extremely limited global distribution, with the vast majority of sales concentrated in Japan. While it has minimal exposure in most overseas luxury vehicle markets, it has gained minor recognition among global luxury car collectors and enthusiasts through limited exports and cultural media coverage.
Artificial intelligence can support reasoning around brand valuation, but all provided figures are for illustrative purposes only. For audited, official brand value assessments for the Toyota Century, please reach out directly to the World Brand Lab.
platform
TNGA: GA-K
related
Toyota Grand Highlander
Lexus TX
engine
Petrol plug-in hybrid:
3.5 L 2GR-FXS V6 (GRG75)‡R6R‡
motor
5NM AC synchronous (front)
1NM AC synchronous (rear)
The Toyota Century (トヨタ・センチュリー) is a lineup of full-size luxury cars and limousines produced mainly for the Japanese market, serving as Toyota's flagship car within Japan; globally the unrelated Lexus brand houses Toyota's flagship luxury model. Production of the Century began in 1967, and the model received only minor changes until redesigns in 1997 and 2018.
The Century derived its name from the 100th birthday of Sakichi Toyoda (born 14 February 1867), the founder of Toyota Industries.It is often used by the Imperial House of Japan, the Prime Minister of Japan, senior Japanese government leaders, and high-level executive businessmen.The Century is comparable in purpose to the Austin Princess/Daimler DS420, Cadillac Series 70, Mercedes-Maybach, Hongqi, Rolls-Royce Phantom, and Russian ZIL limousines.
The first-generation Century was available with only a V8 engine (the third post-war Japanese-built sedan so-equipped) at its introduction in 1967 until a full platform redesign in 1997. The second generation was only installed with a Toyota-designed and -built V12, an engine bespoke to the Century, until 2018, when the power-train reverted to a V8 with the addition of Toyota's hybrid technology.
While the Century is a premium, full-size luxury sedan, it is not available at Japanese Lexus dealerships; it can only be purchased at specifically identified Toyota Store locations. The Century does not feature Toyota's typical oval logo on any of its badges; instead, it uses a phoenix logo unique to the Century. The gold phoenix logo is called the Hō'ō (鳳凰) or Fushichō (不死鳥) from Sinospheric mythology, representing the Imperial House of Japan, and the image can be found throughout Asia, such as the Kinkaku-ji in Kyoto.[1]
The appearance of a black-painted Century is iconic in Asian countries, perceived to denote conservative success. As such, while the model has received some modifications, its external styling has remained largely consistent since introduction. The closest Japanese competitor was the Nissan President, with a similar status reputation although, during the 1960s and 1970s, the high market positioning was also shared with the Mitsubishi Debonair.[2] In the 1970s, two other Japanese competitors introduced large sedans — the Isuzu Statesman de Ville and the Mazda Roadpacer (both derived from Holden products) — which were short-lived.[3][4][5]
The Century nameplate introduced the SUV body style in 2023.[6] The nameplate was spun off into a separate brand in 2025.
First generation (G20/G30/G40; 1967)
The original Century was based on the 1964 Crown Eight, which featured the 2.6 L V8Toyota V engine, and appeared almost two years after the October 1965 introduction of the 4-litre Nissan President. Apart from minor cosmetic changes and engine upgrades, the design remained largely untouched during its 30-year production run. This appearance has also inspired the designs of subsequent versions, as it remains desired by its clientele. The Century used an electromagnetic door latch that integrated a door lock, and the interior and exterior door handles were electrically operated. The Crown Eight used a button for interior use to release the latch mechanism, while the Century provided a conventional door release handle that remained electrically operated.
The 1967 Century was equipped with an upgraded version of the Crown Eight engine, the 3.0 L 3V. 1973 saw the introduction of the 3.4 L 4V, replaced by the 4V-U two years later, benefitting from the installation of emission control technology Toyota called "TTC".[9] Only column shifters were available at first, with a manual being the base option. The manually shifted versions (Type A and Type B) were discontinued in 1973 and August 1974 respectively. The 3.4-litre V8 received fuel injection in November 1978 (4V-EU), enabling the car to meet the 1978 Emissions Standards.[10]
Second generation (G50; 1997)
The Century received a complete redesign in April 1997, although the new model was visually very similar to the previous generation. This model is powered by a 5.0 L 1GZ-FEV12, rated at 280 PS in Japanese models and 220 kW at 5200 rpm in export models. Torque was rated at 460 Nm at 4000 rpm for both Japanese and export versions. It was initially equipped with a 4-speed A342E automatic, until a 6-speed "intelligent" transmission arrived in 2005. The suspension was upgraded to double wishbone control arms for the front and rear wheels with airbag support springs. The Century remains the first and only Japanese front-engine, rear-wheel-drive production car equipped with a V12, and it has Toyota's first V12 engine.[18]
This generation no longer offered a selection of level of equipment preferred, and has either a floor-mounted or column-mounted transmission selector.[19] From 2003 through 2004, the V12 engine was briefly offered with the ability to use CNG fuel.
Toyota began limited official exports of the G50 Century to Europe and Asian markets including China and the Middle East in November 1998, positioning it as an executive car for company and government officials.[20]
Third generation (G60; 2018)
The third generation Century was unveiled at the October 2017 Tokyo Motor Show.[30] The car then went on sale on 22 June 2018, with prices starting from ¥19,600,000[31] (approximately US$180,000 at June 2018 exchange rates) to the top grade Century Limousine at ¥60,000,000.[32] The Century's production is limited to 50 per month, and it is built in a "nearly hand-made" fashion.[33] Unlike the previous generation, the G60 Century is no longer available outside of the Japanese market due to the G50's failure to sell overseas.
It shows that its appearance was influenced by the Century Royal, which was produced at the request of the Japanese Imperial Household Agency to be used by senior members of the Imperial House of Japan in 2006.[34] The full model update maintains the visual tradition of the Century model, while incorporating appropriate technological upgrades and advances such as Toyota Safety Sense P-series collision avoidance support, and
Century SUV (G70; 2023)
The Century-badged SUV model was unveiled on 6 September 2023.[6] It is built on the front-wheel drive-based GA-K platform shared with the North American market Grand Highlander and the Lexus TX.A 3.5-litre 2GR-FXSV6 engine with plug-in hybrid drivetrain is standard, producing 303 kW.Development was led by Yoshikazu Tanaka as chief engineer, along with Design Division General Manager Tatsuya Sonoda.[45] It uses Toyota's E-fourfour-wheel drive system. In its marketing materials and official releases, Toyota avoided the 'SUV' label to the vehicle. The company described it simply as the "New Century", and according to Tanaka, a "new concept for chauffeur-driven mobility."He explained that the G70 Century adopts this body style to maximise backseat space.[6][46]
Century coupe concept (2025)
The Century nameplate was also used on a lifted coupe concept in 2025.[53]
The engine was once again changed to the 4.0 L 5V-EU in November 1982 (VG40), along with an all-new exterior appearance.
Note that the 3V, 4V, and 5V do not refer to the number of valves in the engine but simply denote model names in the Toyota V engine range.[12] On the "C" pillar there is a badge in blue with a gothic-style "C" for Century with a label "V8" below.
The suspension used trailing arms for the front and rear wheels with airbag support springs.
In 1971, automatic climate control became available, an innovation.[13] Along with the change of engine in April 1973 (VG21) a host of other changes took place.The electromagnetic locks were updated, and taillights were changed from a three-bulb sequential turn signals, adding an amber turn signal bulb on the outer edge and front disc brakes.[9] In September 1987, the Century received another light makeover, changing from a hydraulically operated three-speed to an electronically operated four-speed automatic transmission. A floor-mounted shifter became available on a model called the D-type, which also had front bucket seats rather than a full-width bench. The grille received detail changes and the cornering lamps were integrated into the headlight surrounds.
During Japan's Bubble Economy, sales of the Century doubled (from 1,027 in 1985 to 2,117 in 1989).[14] The Century sedan wasn't enough for those heady days, and in October 1989, the Century Limousine appeared.This was 650 mm longer for an overall length of 5770 mm, on a 3510 mm wheelbase, approximately the same dimensions as a Cadillac de Ville series, Lincoln Town Car, Mercedes-Benz S-Class, or a Rolls-Royce Silver Spirit.The Limousine also received a standard padded vinyl roof and an opera window in the centre pillar, where the stretch was placed. It also uses 150 mm wider rear doors, for a more balanced design and ease of entry. An annual production of 60 was planned.[14] As of September 1990, there was also an L-type stretched version of the Century sedan — length is 5270 mm with a wheelbase of 3010 mm; this model uses the same larger rear doors as were fitted to the Century Limousine. In December 1992, the Century received its last makeover, with some very minor changes taking place in late 1994.
A Century with a GT45 gas turbine and electric motor was shown as the Century gas turbine hybrid concept vehicle at the 1975 Tokyo Motor Show.[15]
Chassis codes
VG20: 3.0 L 3VV8, 1967–1973
VG21: 3.4 L 4V V8, 1973–1975
VG30: 3.4 L 4V-U V8, 1975–January 1977
C-VG30: January 1977–November 1978 (1977 Emissions Standards)
E-VG35: November 1978–1982[11] (1978 Emissions Standards)
VG40: 4.0 L 5V-EU V8, 1982–1997
VG45: 4.0 L 5V-EU V8 (L-type) 1990–1997
About 100
left-hand drive
cars were produced for export, with some going to the United States for promotional and testing purposes.
The Century was Toyota's most luxurious model at its inception in 1967, and maintained this status throughout the 20th century. Today, it is positioned above the Lexus line-up, and is the most luxurious and prestigious Toyota.In contrast to other luxurious cars (such as the Maybach or Rolls-Royce), the Century has not been positioned and marketed as a sign of wealth or excess.Marketing literature states roughly that, "the Century is acquired through persistent work, the kind that is done in a plain but formal suit."[24]
Like other cars in the top of the luxury class, the Century is designed with the rear passengers in mind. Hence, the rear seats recline and the front passenger seat (in right-hand drive cars only) has a fold-down centre section so that a passenger in the back may stretch their feet forward. The rear seats are equipped with a massage system. The doors are equipped with a soft-close mechanism, allowing the door to pull itself completely closed electrically when the latch makes contact with the striker.[19]
The Century was priced at ¥11,445,000 – approximately US$100,000. In comparison, the base price for the full-size luxury 2008 Lexus LS 460 is approximately ¥10,000,000 (US$87,000),[25] with the LS 600h L at ¥15,000,000 (US$125,800).
The second generation Century was discontinued on 4 February 2017, after almost 20 years of production.[26] 9,573 vehicles were built from 1996 (the launch year was 1997) to the final figure of 100 cars in 2016.
Century Royal (G51; 2006)
The Century Royal is the official state car currently used by the Emperor of Japan, being a specially prepared Century, a one-off ¥52,500,000 (US$500,000) custom car.[27] This special version has wool cloth upholstery, internal granite entry steps and Japanese washi paper headlining for the passenger compartment, as well as undisclosed security measures. The front passenger compartment is upholstered in leather.
The suspension consists of double wishbones for both the front and rear wheels, supplemented by air-bag support springs.The engine used is the 5.0 L-V12 shared with the standard Century with power rated at 280 PS and 460 Nm of torque at 4000 rpm.[28] For various state functions, additional conventional Century sedans are used with a designated "Imperial" number roundel.
The limousine stretches around 20 feet in length and 6.5 feet across.[29]
The traditionally installed side-view mirrors above the front wheels, a standard feature that started with the first generation, have been replaced with door mounted units, incorporating turn signal lights.
The GRMN version was unveiled on public roads in September 2018. The exterior features a white body with aerodynamic parts and aluminium wheels. The car appears to have been lowered slightly. The front end has been slightly redesigned, and the GRMN badge.[36] 2 Century GRMN's was produced.The white version was introduced as the headquarters car or chairman's car at the 95th Hakone Ekiden in 2019.[37] The black version was exhibited at the 2019 Tokyo Auto Salon.[38] However, there are no plans for a commercial release, not have the specifications been revealed.
Since 2020, a G60 Toyota Century (third generation) model has been used by the Prime Minister alongside the older Lexus LS.
As with previous generations, rear passenger comfort and convenience is made a priority. The rear seats have a recline feature, with integrated heaters and massage function, as well as an adjustable power leg rest for the rear seat opposite the driver. The sound system comes standard with 20 speakers. A 20-inch LCD screen is installed for rear seat passengers that let occupants control many aspects and features as a convenience as well as playing video content. The standard upholstery fabric continues to be offered in three colour choices using 100% wool with a unique heather pattern, with leather remaining available optionally in two different colour combinations. Both upholstery choices include two different wood inlay selections. The transmission selector, which on previous generations was either floor mounted or steering column installed, is now only available on the floor.
The powertrain is Hybrid Synergy Drive including the 2UR-FSE 5.0-litre V8 petrol engine, producing 317 kW.[39] It maintains the displacement of the prior V12 engine but adding an electric drive system for fuel economy improvement to 13.6 km/L, compared to the prior generation's 10 km/L.The powertrain package is the same as the 2008-2017 Lexus LS 600h & LS 600h L; however, as the fifth-generation LS does not feature this powertrain, it is now unique to the Century.[26] The suspension has been upgraded from the previous double wishbone to a multi-link suspension with supplemental air bags to further enhance ride quality.Toyota first displayed a hybrid engine in the Century at the 1975 Tokyo Motor Show in the Century gas turbine hybrid, with a GT45 gas turbine and electric motor.[15]
From 1967 to 2020, the Century was assembled at the Higashi-Fuji plant (Susono, Shizuoka) owned by Kanto Auto Works and its successor Toyota Motor East Japan.On 10 December 2020, Toyota Motor East Japan ceased car production at Higashi-Fuji and Toyota moved the Century assembly operations to Toyota City's Motomachi plant.[41][42]
In January 2024, Toyota unveiled a unique Century SUV convertible model during the Grand
Sumo
Tournament in Tokyo, designed to accompany athletes during Sumo competitions in Japan.
The Century SUV launched in Japan on 6 September 2023, with orders beginning the same day.[6] In Japan, the SUV is sold alongside the G60 sedan at select Toyota dealerships employing specialized sales and service staff called "Century Meisters".[6]
China
The Chinese-market version of the Century SUV was introduced at Auto Guangzhou 2023 on 17 November 2023.[51] Slated to be sold through the Lexus dealer network as an imported model, it is the first Century model to officially be exported and sold outside of Japan with a left-hand drive configuration since the G50 sedan, which was discontinued in 2017.[52]
Japan
The Century SUV launched in Japan on 6 September 2023, with orders beginning the same day.[6] In Japan, the SUV is sold alongside the G60 sedan at select Toyota dealerships employing specialized sales and service staff called "Century Meisters".[6]
China
The Chinese-market version of the Century SUV was introduced at Auto Guangzhou 2023 on 17 November 2023.[51] Slated to be sold through the Lexus dealer network as an imported model, it is the first Century model to officially be exported and sold outside of Japan with a left-hand drive configuration since the G50 sedan, which was discontinued in 2017.[52]
Chassis codes
GRG75: 3.5 L 2GR-FXSV6
Carscoops, 22 July 2023, retrieved 30 November 2025
