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The Japanese giant certainly hopes so. Toyota has unveiled a bold play for ultra-wealthy car lovers, aiming to woo them away from the likes of Rolls-Royce and Bentley with a new brand promising a new level of opulence. Named Century, Toyota’s new brand will sit above Lexus in an exclusive – and expensive – play for billionaire business. MORE: Australia’s cheapest EV revealed Toyota chairman Akio Toyoda unveiled the lavish Century coupe at the 2025 Japan Mobility Show in Tokyo on Wednesday, where he drew parallels to the first Toyota Century crafted in post-war Japan. “What the people of Japan needed at the time was a sense of pride in being Japanese,” he said. “Today more than five decades after the birth of that first Century, where does Japan find itself? “The era of Japan as number one is behind us. Japan as a nation has lost some of its energy and dynamism. “I believe now more than ever we need the Century.” MORE: Cyber attack costs car maker billions The car is intended to re-establish Toyota as a world leader after the brand lost ground to Europe, China and Korea in the last 20 years. “Century is not just another brand within the Toyota motor corporation,” Toyoda said. “Century is a brand that brings the pride of Japan, the spirit of Japan out into the world.” Finished in radiant orange paint, the concept car accelerates away from Century’s history as a brand intended for Japanese nobility. First built in 1967 to celebrate 100 years since the birth of company founder Sakichi Toyoda, the Toyota Century has quietly served Prime Ministers, Emperors, the Royal Family and captains of industry throughout Japan. RELATED: Bathurst thrilled proves Toyota right The car has developed a growing fanbase in automotive culture, where YouTube videos exploring its finer features have attracted millions of views. Famous for understated classical styling, over-engineered hardware and demure cabins, Toyota’s Century has taken a different path to the likes of Mercedes-Benz and BMW. Toyota has not announced plans to introduce reborn Century models in Australia, but the possibility of their arrival is being examined. Toyota didn’t disclose what the on-road cost of the Century might be. But it is likely to be around $1m. The Rolls Royce Cullinan Series II, which has made headlines in Australia recently and was a coronation gift from the King of Bahrain to King Charles, can retail for as much as $1m. While Century will overtake Lexus at the top of Toyota’s business, the well-established luxury arm is not slinking away quietly. MORE: New tech to boost EV values LEXUS UNVEILS NEW CONCEPT CAR Lexus unveiled three concept cars in Tokyo that target a broad range of drivers. Sports car fans will appreciate the Lexus Sport Concept, a supercar that follows in the wheel tracks of the exotic Lexus LFA. Pitched as a Japanese alternative to the likes of Maserati, Aston Martin and Porsche, the low-slung two-seater promises to thrill on track while delivering impressive comfort on the road. A production version is just around the corner, tipped to be revealed in December. A motorsport version will take to tracks around the world in GT racing events such as the 24 Hours of Le Mans and possibly the Bathurst 12 Hour. Folks who want a more practical option might consider the Lexus LS Coupe Concept. This blend of high-riding practicality and sports car athleticism cuts a similar silhouette to the Ferrari Purosangue, and promises to blend a comfortable cabin with driving thrills. The new SUV is not ready for production just yet. But it could replace the discontinued Lexus LS limousine as the pick for drivers who want four-door practicality. For folks who want the ultimate in back-seat comfort, Lexus has doubled down on its love of vans. Hot on the heels of the Lexus LM, a mini-van with a huge TV and recliners that belong in an airliner’s business class cabin, the Lexus LS Concept is a six-wheeled van that makes a stirring statement on the road. Intended to spoil customers with a private sanctuary that separates them from society, the Lexus LS Concept is a lounge room on wheels that should be more luxurious than any sedan. Futuristic exterior styling meets a cabin inspired by modern Japanese architecture, home to traditional materials such as bamboo. The small wheels at the back take up less space than conventional tyres, allowing the cabin to be wider than conventional vehicles. While all three Lexus vehicles are concept cars, there is every chance they will go into production soon.
