Brand Name and Identity

We propose “Century” as the new ultra-luxury marque – a name already steeped in Toyota lore (introduced in 1967 to honor founder Sakichi Toyoda’s centenary) and long associated with Japan’s elite. The Century badge implies “100 years” of heritage, implying timelessness and an enduring legacy. Its identity should emphasize quiet prestige: craftsmanship so meticulous that it speaks softly yet commands respect.  Marketing language might highlight Japan’s artisanal soul – e.g. “Century – Quiet Excellence Since 1967” or “A New Century of Quiet Luxury.” Taglines might include phrases like “Silence Speaks Volumes” or “Timeless Craft, Modern Soul,” underscoring the fusion of heritage and innovation.  Toyota Chairman Akio Toyoda has called the Century “a car in a class of its own,” a “silent cocoon of craftsmanship” – themes we will lean into.  (For example, we might style the logo and materials after Japanese mon (family crests), subtle plum blossoms or chrysanthemum motifs, and calligraphy that evokes callous brush strokes.)  The overall identity should blend ancestral Japan and future elegance: think gold-foiled kanji, minimalist lacquered badges, and an aura of omotenashi (hospitality).

Product Vision

The flagship Century lineup could include a 4-door limousine-style sedan, an ultra-luxurious coupe, and a high-end SUV, all sharing a serene, sculptural design language.  The sedan would be a long-wheelbase grand tourer (with rear-hinged “coach” doors), optimized for rear-passenger comfort like a Rolls-Royce Ghost. The coupe (inspired by Toyota’s “One of One” concept) would be a two-door grand tourer with dramatic proportions – long hood, short deck, sliding coach doors (reminiscent of the concept pictured above) – offering a bespoke, sporty elegance akin to a Bentley Continental GT . The SUV would have a dignified, upright stance (rivaling the Bentley Bentayga and modern Phantom), with extra headroom and optional sliding rear doors to emphasize graceful entry and exit.

  • Powertrain:  Mix heritage and cutting-edge tech. Offer a refined V12 flagship (drawing on Toyota’s only production V12 – a 5.0L unit introduced in 1997 for the Century ) tuned for whisper-quiet smoothness and effortless torque.  For sustainability, also offer a twin-turbo 5.0L V8 hybrid (like today’s sedan ) delivering ~430+ hp, and an all-electric BEV variant (to match Rolls-Royce’s Spectre).  Toyota could even explore hydrogen fuel-cell power for a limited edition, underscoring Japan’s innovation.  Each drivetrain must be exceptionally refined: near-silent idle, buttery responsiveness, and an almost magical absence of vibration or noise.
  • Materials & Craft:  Interiors and trim use Japan’s finest: hand-laid urushi lacquer panels (creating a mirror-like sheen) and Masame burl wood veneers, inlaid with traditional patterns (as Toyota’s artisans did on Century scuff plates).  Upholstery would favor natural wool and silk (reflecting Japan’s unique tradition – the Century famously used wool instead of leather ), plus supple calf-leather.  Accents might include Nishijin silk headliner, Hinoki cypress inlays, Kin-paku gold leaf highlights, and Tatsumaki (dragon) embroidery or subdued kimono textiles.  Such hand-finishes echo the Century’s legacy of “comfort through luxurious simplicity” .  For example, Toyota’s designers used hand-polished lacquer inspired by urushi craftsmanship to create a deep, artful paint finish on the Century Concept – a technique we’d apply to interiors (e.g. door panels or console).  Every tactile surface (leather, metal knobs, wood trim) would be “refined to perfection” by Takumi artisans, ensuring that even minute imperfections are intentional (a nod to wabi-sabi) .

Design Philosophy

The styling merges ultra-minimalism with subtle Japanese art cues.  We draw on wabi-sabi and kanso: designs avoid unnecessary ornament, favoring organic, flowing forms and open space .  Exteriors will have clean, long surfaces; no oversize grilles or chrome bling.  Instead, use restrained lighting (thin LED slits reminiscent of shōji screens or paper lanterns) and polished metal accents treated like punctuation, not gaudy decoration .  Proportions will feel harmonious and restrained (reflecting “shibui” elegance ) – confident but never shouting.  For instance, Toyota designers likened a Lexus trim to a katana sword in its blend of dynamism and elegance : we similarly incorporate the “sharpness and dynamism” of the katana (lean creases, taut surfaces) while maintaining an inner serenity.  Wheels and surface details might echo origami or temple motifs (in fact, the Century Concept’s wheels borrowed from Japanese fans and temple architecture ).

Inside, the cabin emphasizes spacious “ma” (the Japanese concept of negative space) .  Dash and console layouts will be ultra-clean, controls “designed, not sourced” .  Ambient lighting will be soft and adaptive (like an art installation).  Each detail – a wood grain panel, a hand-stitched seam – is evidence of the “Quiet Mastery” philosophy.  Open the door and the mood shifts from minimal to indulgent: the rear cabin feels like a private salon .  Deep-cushioned seats with wide bolsters are for reflection, not sporty grip .  Finishes inside are sumptuous but calm – “sumptuous leather, real wood, and hand-brushed metal” , with customized lighting that “whispers, not shouts.”  In a nod to wabi-sabi, artisans might even leave tiny, nearly invisible marks on the wood grain , symbolizing natural beauty and imperfection.

Market Strategy

We will launch Century in the U.S., China, Middle East and Japan – the core markets for ultra-luxury.  In each, the brand is positioned above Lexus as a halo marque.  Lexus remains Toyota’s innovation/performance-oriented luxury brand, while Century is the pinnacle of exclusivity and craftsmanship .  For example, Toyota’s branding chiefs emphasize that Lexus will be the “pioneer” brand, whereas Century will embody “the absolute top of the luxury market” with unmatched craft .

  • USA: Introduce Century in select coastal markets (e.g. California, NY) and luxury hubs, sold through dedicated salons in Lexus dealerships . Emphasize bespoke options and Japanese heritage (e.g. tie-ins with traditional Japanese arts, high-profile unveilings at luxury venues).
  • China: Roll out with local-language branding and VIP events. The Centuries could feature China-exclusive trims or personalization (as Rolls sometimes does), and be marketed as a globally unique Japanese status symbol – especially appealing to buyers of Ghosts and Bentleys.
  • Middle East: Position Century as the luxury conveyance of choice for dignitaries – quiet, secure, and sumptuous. Show vehicles at VIP launches and sponsor high-culture events (art, architecture) to align with the region’s taste for opulence.
  • Japan (and Asia): Cement Century’s status as the national flagship. Here the brand is already known among executives and royalty . Offer very limited-edition models (e.g. “Imperial White”, craftsmanship add-ons) and concierge sales.  In all markets, marketing language will stress Century’s heritage (“Crafted for Emperors and Executives”) and future-focus (e.g. “Tomorrow’s Legacy Cars”).

In every region, Century is explicitly not Lexus: ads and showrooms will say “Century – A Toyota Brand” with no Lexus nameplate, and dealer displays will carve out separate Century spaces . This clear separation underscores the idea that Century is in “a class of its own” , freeing Lexus to innovate and race while Century luxuriates in its own narrative.

Production Strategy

To preserve exclusivity and quality, Century will be built in Japan by Takumi master craftsmen.  Like Rolls-Royce, each car should be essentially hand-assembled. (Historically, the second-generation Century was hand-built by 43 Takumi artisans , so we propose a similar atelier process today.)  Production numbers will be extremely low – perhaps only a few hundred units worldwide per year.  Toyota has stated current Century models are made in “limited quantities to preserve exclusivity” ; we recommend the new brand follow a bespoke, commission-only model. Buyers could personalize every detail (from interior wood patterns to lacquer colors to embroidered emblems), with lead times that measure in months.

Takumi artisans are the heart of this strategy. As Lexus explains, becoming a Takumi means 10,000+ hours of training to attain near-superhuman skills – a tradition we will leverage. Each Century hand-finished by a Takumi should meet invisible standards: for example, they may intentionally leave a subtle unevenness in a wood grain (embodying wabi-sabi) .  Every panel gap and stitch must be perfect to the eye and touch.  This level of detail parallels what Century already does: each current model is guarded by artisans and only a few made .

In sum, Century’s production will be small-scale, artisanal and Japan-centric. It may even be housed in a special Tokyo or Nagoya workshop, separate from standard factories, to emphasize its uniqueness. The business case focuses on prestige more than volume: like Bentley’s coachbuilt programs, margin per car will be high, and sold in limited runs.  The tagline might be: “Century – a handful of masterpieces, not mass-market metal.”

Sources:  Toyota’s own announcements and automotive analyses highlight this strategy: Toyota calls Century “the pinnacle” of luxury , and confirms it will sit above Lexus in new markets .  Our vision simply extends that framework: applying traditional Japanese aesthetics (wabi-sabi, takumi craft) and modern luxury cues to create a brand positioned directly against Rolls-Royce and Bentley. The result is a bold, thrilling proposal: a Century of Quiet Craftsmanship, finally global.