For decades, the Toyota Century was a ghost.
Unless you were the Emperor of Japan, a Yakuza boss, or the CEO of a major zaibatsu, you likely had never seen one. It was a domestic secret—a V12-powered isolation chamber designed not for speed, but for “dignity.” It was the anti-Rolls-Royce: conservative, understated, and obsessed with perfection rather than flash.
But in 2025, the secret is out.
Toyota has shattered tradition. The “Century” is no longer just a car; it is now a standalone ultra-luxury brand positioned above Lexus. While the iconic Century Sedan remains the spiritual core, the headline for 2025 is the arrival of the “New Century” (SUV) and the stunning Century Coupe concept revealed at the Japan Mobility Show.
As a tech and auto analyst who has tracked this nameplate for years, I’m here to tell you that this isn’t just a “Toyota with leather.” This is a $170,000+ declaration of war on Bentley and Maybach.
Let’s dive into the machine that is redefining Japanese luxury.
The Two Faces of the 2025 Century
To understand the 2025 lineup, you have to understand the two distinct models available. Buyers often confuse them, but they serve very different masters.
- The Classic Century Sedan (The Icon):
- The Vibe: This is for the purist. It retains the boxy, formal limousine silhouette that hasn’t changed much since 1967. It is stoic, traditional, and unapologetically Japanese.
- The Engine: It sticks to the 5.0-liter V8 Hybrid (2UR-FSE), prioritizing absolute silence over raw acceleration.
- The “New Century” (The SUV/Crossover):
- The Vibe: This is the “Bold Design” the world is talking about. It looks like a Japanese Rolls-Royce Cullinan—imposing, blocky, and massive.
- The Engine: A modern 3.5-liter V6 Plug-in Hybrid (PHEV) system, offering 406 horsepower and the ability to drive in silent EV mode for up to 69km.
Design & Features: “Omotenashi” in Metal
The Century doesn’t care about aerodynamics or 0-60 times. It cares about Omotenashi—the Japanese philosophy of wholehearted hospitality.
- The Phoenix Emblem: You won’t find a Toyota badge on these cars. Instead, the Golden Phoenix (Fushichō) is hand-carved by a craftsman. The painting process for the black exterior (branded as Kamui) involves seven layers of clear coat and wet-sanding by hand to create a mirror finish so deep it looks like black lacquerware.
- The “Smart” Privacy Glass: A standout feature for 2025 (specifically on the SUV model) is the electrochromic rear glass. With the touch of a button, the clear glass becomes instantly opaque, turning the rear cabin into a private sanctuary.
- The Cabin: Forget “sporty” carbon fiber. The Century uses materials like heather-patterned wool (which is quieter and cooler than leather) and laser-cut wood trim. The rear seats in the 2025 models recline fully flat—a feature Toyota calls the “refresh mode”—allowing the VIP in the back to sleep as if they were in a first-class airline suite.
Performance & Mileage: The Sound of Silence
This is where the tech gets interesting. The goal of a Century engine isn’t power; it’s invisibility. The engineering team focused on eliminating “unpleasant” frequencies.
- The 3.5L V6 PHEV (SUV): This system is a masterpiece of flexibility.
- System Output: 406 HP.
- EV Range: ~43 miles (69 km). This allows the car to operate as a pure EV in city centers, ensuring zero vibration for the passenger.
- Mileage: When the battery is depleted, the hybrid system delivers a respectable 14.2 km/L (approx. 33 MPG)—an engineering marvel for a vehicle that weighs 2.5 tons.
- Four-Wheel Steering: To manage its massive size, the 2025 Century features “Dynamic Rear Steering.” At low speeds, the rear wheels turn opposite to the front, making this behemoth turn as tightly as a Toyota Camry.
The “GRMN” Twist
For the 2025 model year, Toyota has also teased a GRMN (Gazoo Racing) prototype. This is the “Boss’s Car”—literally owned by Chairman Akio Toyoda. It features sliding rear doors (like a minivan, but ultra-luxury), aggressive black trim, and stiffer suspension. It’s a bizarre, wonderful mix of chauffeur comfort and tuner culture.
Pros & Cons: An Expert’s Take
The Pros:
- Unmatched Build Quality: These cars are inspected more rigorously than any Lexus. The craftsmanship is arguably the best in the world.
- Supreme Comfort: The suspension is tuned to erase potholes. It is widely considered softer and more compliant than a Mercedes S-Class.
- Exclusivity: Pulling up in a Century is a bigger flex than a Lamborghini. It says you have taste, not just money.
The Cons:
- The Price Tag: Starting around $170,000 (approx. ¥25,000,000), it is prohibitively expensive.
- The Tech Gap: While the hybrid tech is great, the infotainment system still feels a generation behind the “hyperscreens” found in German rivals.
- Availability: While “going global,” stock is incredibly limited. Getting one requires an application process in many regions.
Final Verdict
The 2025 Toyota Century is not a car for drivers; it is a car for passengers.
If you want to carve corners, buy a Porsche Panamera. If you want to impress your neighbors with badges, buy a Mercedes-Maybach. But if you want the absolute pinnacle of build quality, silence, and a car that treats you like a visiting dignitary rather than a driver, the Century has no equal.
It is an anachronism in the best way possible—a digital-age hybrid with an old-school soul.
