Akio Toyoda unveils Toyota Century as a standalone brand with a One of One philosophy

Speaking at the Japan Mobility Show 2025, Akio Toyoda, chairman of Toyota’s board, outlined the philosophy and a new chapter in the story of the Century — a car long regarded as a symbol of Japan’s spirit and pride.

He said the Century traces back to the mission of his grandfather, Kiichiro Toyoda, who aimed to build not just a company but Japan’s entire auto industry. Chief engineer Kenya Nakamura began developing the Century in 1963 with a credo to be unlike anyone else, blending advanced technologies with Japanese traditions — from the engraved phoenix crest to Nishijin silk fabrics.

The Century became Shoichiro Toyoda’s personal car, and he continued refining it throughout his life, turning the model into a genuine embodiment of Japanese craftsmanship. Seen through that lens, the Century feels closer to a cultural statement than a conventional model.

Toyoda noted that today the Century is moving to a new level: it is becoming a standalone brand carrying a One of One philosophy, while symbolizing peace, culture, and the pride of Japan. In Japanese mythology, the phoenix appears only when the world is in harmony; that is the meaning the Century is meant to carry into the next century. Turning it into its own marque feels like a natural step for a nameplate that has always stood apart.