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Toyota Century Coupe concept’s exterior has been done up with a finish of 60 layers of paint and it boasts a grand-touring personality
Toyota’s showcase at the 2025 Japan Mobility Show wasn’t about performance figures or wild technology reveals – it was more about pure emotion. On stage stood the Century Coupe Concept, a two-door flagship that reiterates the most sacred name in Japanese luxury. For decades, the Century has existed quietly in the background as Japan’s understated answer to Western opulence.
Now, Toyota has torn up the old script and drawn a new one. The new chapter sees the Century move beyond being a model to becoming its own brand. Toyota confirmed its intent to elevate it above Lexus – positioning it in the same rarefied air as Bentley and Rolls-Royce as the new concept has production intent without a doubt.
The Century Coupe Concept is one of the key highlights of the showcase as it was dressed in a painstakingly layered 60-coat orange finish that seems to glow from within. The proportions are bossy and the stance seems commanding with every curve, crease and shut line indicating the brand’s obsession to create an upmarket offering drenched in luxury.
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Visually, it’s a world away from the sedan that came before it. The stretched roofline, near-perfect symmetry and long bonnet give the Coupe Concept a grand-touring personality. Slim quad headlamps and massive alloy wheels bring the ultimate presence while the bodywork’s clean surfacing whispers subtlety rather than shouting performance.
Step inside and the mood shifts to calm indulgence. A two-seat cabin divided by a central spine creates the atmosphere of a private salon according to Toyota. Sliding doors remove the need for B-pillars while every touch point from hand-stitched leather to intricate wood veneers celebrates Japanese craftsmanship in its purest form.
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During the reveal, Akio Toyoda reflected on how the Century was never built just as a car. It began as a national mission – an effort by his grandfather, Kiichiro Toyoda, to prove that Japan could build something world-class through its own ideas and skills. The first Century, led by engineer Kenya Nakamura in 1967, carried that belief forward with its combination of innovation and cultural artistry.
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