Toyota’s Century marque, the storied Japanese luxury nameplate, is making headlines again with a bold new direction. After decades as Toyota’s flagship limousine, the Century line has been spun off into its own ultra-premium brand — directly aimed at taking on the likes of Rolls-Royce and Bentley in the global luxury market.
Central to this new identity is the upcoming Century Coupe, which insiders now say will most likely be powered by a gas engine — very possibly a new V8.
Century Brand: From Japanese Flagship to Global Luxury Challenger
The Century name has deep roots at Toyota, dating back to 1967 when it debuted as the company’s most luxurious sedan.
For many years the Century was sold exclusively in Japan and rarely seen elsewhere, known for its dignified presence, handcrafted details, and hidden engineering excellence.
In late 2025, Toyota elevated Century into a standalone luxury brand, positioned above Lexus. The intention is to create a brand that can compete on the world stage with established ultra-luxury producers. This shift reflects Toyota’s ambition to stretch beyond its mainstream reputation into the rarified territory of bespoke luxury automobiles.
Century Coupe: A New Icon in the Making
At the 2025 Japan Mobility Show, Toyota unveiled the Century Coupe concept, signaling the future direction of the Century brand. This sleek two-door luxury coupe blends traditional craftsmanship with avant-garde design cues: an elongated body, refined proportions, and a futuristic cabin that includes digital instrument clusters and a yoke steering wheel — a departure from the conservative interiors of previous Century models.
The vehicle’s design language also signals a more performance-oriented attitude compared to past generations. The long, sculpted hood incorporates cooling vents that hint at a conventional internal-combustion powerplant rather than a fully electric system.
These cues contrast sharply with ultra-luxury electrified rivals such as the Rolls-Royce Spectre, underscoring Toyota’s unique take on a luxury grand tourer.
Gas Power for the Century Coupe — Why Toyota Is Betting on a V8
According to recent automotive reports, Toyota is expected to equip the Century Coupe with a gasoline engine, likely a V8. One widely shared report specifically mentions the potential use of Toyota’s existing 2UR-FSE 5.0-liter V8 — the naturally aspirated engine currently found in the Century sedan and previously used in Lexus models — as the foundation for the coupe’s powertrain. This engine produces strong output and aligns with the kind of smooth, refined power expected in this market segment.
Toyota has also been developing a new generation of hybridized V8 engines that could further enhance performance and efficiency for future models, possibly including the Century Coupe.
These new units are expected to combine traditional combustion characteristics with hybrid assistance to improve fuel efficiency and emissions performance without diluting the V8’s signature feel.
This approach reflects Toyota’s larger strategy to retain internal-combustion engines alongside electrification, particularly in segments where buyers still value smooth, powerful petrol engines rather than pure battery power.
Toyota’s leadership has signaled that the company might even aim to be one of the “last companies” to continue offering traditional engines amid the industry’s shift to electric.
Historic Roots, Modern Execution
The idea of a premium, gas-powered Century is rooted deeply in the model’s history. Over the decades, the Century has seen a range of internal-combustion engines, from V8s to a bespoke Toyota V12 in previous generations.
The 2018-onward sedan brought back a V8-based hybrid powertrain, replacing the earlier V12 while retaining smooth, near-effortless performance befitting a limousine.
While the V12 produced a unique character in earlier generations, Toyota appears focused on modern performance and efficiency with combustion engines.
A contemporary V8 — especially one paired with hybrid tech — is well placed to offer luxurious refinement with fewer compromises.
Luxury Without Electric Labels — What It Means
The Century Coupe’s reliance on a gasoline engine — rather than a fully electric drivetrain — is significant. It suggests Toyota’s strategy for its new luxury brand may deliberately eschew electrification in favor of traditional powertrains that emphasize character, refinement, and exclusivity. This contrasts with many other luxury marques moving aggressively toward electrification.
Instead of following that trend, Century may carve out a space appealing to buyers who appreciate heritage engineering and a visceral connection to the engine — much as Rolls-Royce and Bentley historically built their reputations.
Beyond the Coupe: Century’s Expanding Lineup
The Century Coupe is only one piece of Toyota’s strategy. The brand’s existing sedan and newly introduced SUV already showcase Toyota’s commitment to a luxury philosophy that blends handcrafted elements with modern technology and performance.
With the coupe likely following soon, Century may evolve into a fully fleshed-out luxury lineup that includes coupes, sedans, and possibly bespoke limited editions.
Toyota’s decision not to fully electrify the Crown—-the Century’s spiritual sibling—reflects broader market trends. Many automakers are doubling down on traditional engines for certain vehicles due to customer demand and perceived limitations of current electric technology for ultra-luxury applications, including range, weight, and refinement concerns.
Global Ambitions and Market Implications
One key question remains whether Century — and specifically the coupe — will be sold outside of Japan. Toyota has indicated that Century could become a global brand, but it may only target select international markets at first, much as legacy luxury brands did in their early expansion phases.
If successful, Toyota’s Century could shift perceptions around the value of internal combustion engines in the luxury world — showing that performance, luxury, and tradition can still co-exist with modern technology and environmental requirements.
That balance may appeal to a niche but lucrative segment of buyers who want luxury without compromising on a powerful, character-rich engine experience.
What to Expect Next
While Toyota has not yet released full specifications or confirmed production timelines for the Century Coupe, automotive insiders expect more detailed technical information as the vehicle nears production readiness.
Rumors today point strongly to a gasoline-powered coupe with V8 roots, with hybrid assistance likely playing a supporting role.
With its ultra-luxury ambitions and a return to powerful engines at its core, the Century brand — and its coupe — is poised to become one of Toyota’s boldest moves in recent memory.
Whether it will reshape the high-end segment remains to be seen, but the company’s decision to combine tradition with innovation is a clear statement of intent.