At the Japan Mobility Show 2025, Toyota Group officially introduced its new ultra-premium luxury brand, Century, marking a bold step into the high-end automotive segment. Alongside the new brand launch, Toyota also showcased a futuristic coupe-style SUV concept, and the electric version of its globally popular Corolla, giving a glimpse into the brand’s luxury and electrified future.
Century: Toyota’s New Ultra-Luxury Brand
For decades, Toyota has produced the Century sedan as the pinnacle of Japanese automotive luxury since its debut in 1967. However, starting from 2023, the company revealed plans to evolve Century into a standalone luxury brand — exclusively focused on premium and handcrafted vehicles.
Now, Toyota has positioned Century above Lexus, indicating its ambition to compete directly with legendary names like Rolls-Royce. The newly unveiled coupe-style SUV under the Century brand reflects this vision — combining futuristic technology with timeless Japanese craftsmanship.
The Century Coupe Concept stands out with a dual-headlight design, massive 24-inch alloy wheels, and a ‘Drive-by-Wire’ system that replaces traditional mechanical controls with electronic precision. The interior is a four-seater setup with sliding doors on both sides, a yoke-style steering wheel, and a smartphone-like infotainment display. Interestingly, the concept features no rear windows, emphasizing privacy and design purity.
While Toyota has not yet revealed official technical details, reports suggest the first Century coupe could be powered by a 5.0-liter V8 combustion engine, with a V6 plug-in hybrid variant also in development.
The Futuristic Corolla EV Concept
Toyota also grabbed attention with the reveal of the Corolla EV Concept, a stunning electric reinterpretation of its best-selling model. Designed with a striking, futuristic silhouette, the concept represents the next generation of Toyota’s mainstream electrification strategy.
The Corolla EV will reportedly be available in electric, plug-in hybrid, hybrid, and internal combustion variants, offering flexibility for different markets and user needs.
The concept features pixel-style LED daytime running lights, boomerang-shaped DRLs, and vertically stacked LED headlamps framing Toyota’s central logo. The front bumper sports an active air flap for aerodynamic efficiency, while the ducktail rear spoiler, pronounced haunches, and short bonnet give it a sporty, aggressive stance.
Though Toyota has not released battery or motor specifications yet, the design language and premium execution make it clear — the next-generation Corolla will blend heritage with high-tech appeal.
Toyota’s dual unveiling — the Century brand launch and the Corolla EV concept — highlights the company’s evolving strategy: a balance of exclusive luxury and mass electrification. From the opulent Century coupe to the sleek Corolla EV, Toyota is signaling that its future will be both elegant and electric.
