--- title: "Toyota Says Century Coupe Is Competition for Rolls-Royce and Bentley" date: "2025-10-28" modified: "2025-10-28" authors: - name: "Adam Ismail" job_title: "Senior Editor" link: "https://www.thedrive.com/authors/adam-ismail" url: "https://www.thedrive.com/news/toyota-says-century-coupe-is-competition-for-rolls-royce-and-bentley" categories: - "News" - "News by Brand" - "Toyota News" tags: - "concept" - "Coupe" - "luxury" - "Toyota" --- # Toyota Says Century Coupe Is Competition for Rolls-Royce and Bentley ![Toyota Chairman Akio Toyota presents the new Century Coupe concept on stage.]() *Toyota Chairman Akio Toyota presents the new Century Coupe concept on stage. \Adam Ismail\* Toyota's taken steps in recent years to expand its longstanding flagship Century nameplate, which really only ever existed in its domestic market, into new territories and forms. The campaign began with the Century SUV, which [we called "a budget Rolls-Royce Cullinan"]() when it was unveiled just before the last Japan Mobility Show, in 2023. Today, Century is expanding further with a coupe, and this time, the company—not us—has named its targets. Toyota offered a sneak peek of one of the many vehicles it just revealed at JMS this morning to a large group of media and employees on Tuesday night in Tokyo. Ian Cartabiano, the head of Toyota's CALTY Advanced Design Studio in California, presented a deeper look at the concept [teased two weeks ago](), and specifically named Rolls-Royce and Bentley as the coupe's competition. Here, Century is aiming above Lexus' volume luxury market for something truly bespoke, replete with handmade interior trim and 60 layers of paint to create that eye-catching amber finish. This explains Century's new slogan: "One of one." Rolls and Bentley owners are famous, or perhaps infamous, for expressing their taste in how they commission their cars, and Century aims to offer its clients the same privileges with a commitment to Japanese design and craftsmanship. Cartabiano said that Toyota Chairman and former CEO, Akio Toyoda, has architected this new era for Century, "reimagining" what the brand means after generations of his family's leadership. ![Century Coupe concept on stage]() *Adam Ismail* Despite being a coupe, and despite Akio's own noted love of driving, this Century two-door is designed for those with access to a chauffeur. The rear seats offer space and comfort that rivals or exceeds anything available in the Century SUV, and passengers should have no problem getting in thanks to slide-apart doors on both sides. That said, we wouldn't be surprised if it were fairly enjoyable to drive as well, considering that Century has already built a GRMN-branded version of its namesake sedan. Toyota is playing its cards close to its chest with the Century Coupe, as it is with practically all of its JMS unveilings this year. We don't know what's powering it, for example; it could be an adapted version of the V8 hybrid powertrain in the sedan, or something else. And we don't know when and where the company intends to sell it, though executives have clearly signaled global aspirations for the brand. When Toyota first teased the concept earlier this month, Akio noted that Century had been presented at U.S. dealer meetings and auto shows, while design boss Simon Humphries [likened the latest Century ad]() to "meeting someone new, to tell them where you came from." You can't really take on the old guard of British luxury without competing with them on the same playing fields. The real question now is when Century plans to suit up and hit the pitch. *Got a tip? Let us know at tips@thedrive.com*[]()[]()[]() ## Author Adam is a Senior Editor at The Drive, concentrating on curating and developing the site's slate of daily journalism, from initial pitch to final copy edit. When he's not at his desk researching leads and working with writers, he's testing vehicles or reviewing racing games, new and old. He joined The Drive in 2023, following seven years of covering consumer technology and cars. A car lover and gamer since his earliest memories, Adam came to know the automotive world through video games. First it was Daytona USA, Sega Rally, and Ridge Racer; then came Need For Speed, which inspired an encyclopedic knowledge of '90s supercars, and, of course, Gran Turismo. If not for them, he'd assuredly be doing something else right now. Adam is based in the suburbs outside Philly, where there are ample roads for his hot hatch to stretch its legs. In his car, he's probably listening to indie rock, drum and bass, or Yankees baseball. ### Author social links [Bluesky]() [Instagram]() [LinkedIn]()