At the Japan Mobility Show 2025, Toyota’s chairman of the board Akio Toyoda outlined the philosophy and the next stage in the evolution of the legendary Century, which is now becoming a standalone brand, reports automotive outlet 32CARS.RU. The announcement frames Century as more than a nameplate and sets the tone for a broader identity.

Toyoda recalled that the Century’s idea traces back to the mission of his grandfather, company founder Kiichiro Toyoda, who aimed not simply to build cars but to develop Japan’s automotive industry as a whole. Chief engineer Kenya Nakamura began work on the Century in 1963 with the ambition to be unlike anyone else, combining cutting-edge technology with time-honored craftsmanship—from engraving the phoenix emblem to using Nishijin silk in the cabin. Details like these read less as ornament and more as a clear statement of intent.

The Century became Shoichiro Toyoda’s personal car, and he continued refining it throughout his life, shaping the model into a symbol of Japanese craftsmanship and elegance. That sustained attention helped cement its image as a benchmark of refinement.

Today, according to Akio Toyoda, Century steps beyond a single model to become an independent brand built around a philosophy it calls One of One. The goal is to carry to the world an idea of harmony, culture, and Japan’s pride. The phoenix on the badge is presented as a symbol of beauty and peace appearing in an era of balance—an ideal the new Century seeks. Set against this lineage, the move feels like a natural progression, tying heritage to ambition with a steady hand.