A Luxury Flagship That Isn’t Going Fully Electric
We’ve known for a while that Toyota’s new ultra-luxury division, Century, isn’t going fully electric. That decision alone puts it on a different path from brands like Jaguar, which are moving toward all-EV lineups. For buyers who see internal combustion as part of what makes a luxury car special, Century is sticking to that formula.
Even better, recent reports from Japan indicate that the upcoming Century Coupe, based on the car shown at the 2025 Japan Mobility Show, will double down on that approach. Rather than downsizing or moving to smaller engines, the coupe is expected to use a V12.
While that might seem unusual now, it actually follows the second-generation Century from the 1990s, which also used a V12. It’s actually regarded as the smoothest V12 ever created. This was then replaced by a V8 in the third-gen model, and later by a V6 in the Century SUV. That said, this is more of a return to form rather than a new direction.
Toyo
Return to Form
According to Magazine-X, a local automotive publication in Japan, the Century Coupe will use a plug-in hybrid system built around a 6.0-liter twin-turbo V12 engine. The report, brought to the surface by Creative Trends, suggests a total system output equivalent to roughly 800 metric horsepower, or about 789 hp.
Reports say the Century Coupe will send power to all four wheels using Toyota’s E-Four all-wheel-drive system, paired with either an eight-speed or ten-speed automatic. The hybrid system isn’t there to replace the engine, but to make power delivery smoother and improve refinement at low speeds, while still keeping the car comfortable for long drives.
Magazine-X adds that the V12 might be a completely new engine, not just a reworked version of Toyota’s existing inline-six. That fits with Century’s focus as a low-volume, prestige brand, where engineering choices are made for the product rather than just to share parts across models.
Toyota
Where the Century Brand Is Headed
Toyota launched Century as its own ultra-luxury brand, replacing Lexus as the top-dog Toyota brand and aiming to compete with names like Bentley and Rolls-Royce. Where the European brands focus on tradition and prestige, Century puts durability and long-term reliability at the center of its appeal, treating those qualities as part of what makes the car luxurious.
Pricing is expected to match those ambitions, with reports pointing to a starting price around 30 to 40 million yen ($190,000 to $260,000). Highly bespoke versions could reach 50 to 70 million yen ($320,000 to $450,000). Production will likely stay low, focusing on exclusivity instead of high volume.
The Century Coupe is expected to launch around 2027, which lines up with the 60th anniversary of the Century name. For now, the brand is focused on Japan, but as awareness grows, a US release could happen.
Century
