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Toyota has officially elevated its most iconic nameplate, Century, into a standalone ultra-luxury brand, signaling a bold entry into the exclusive segment dominated by Rolls-Royce and Bentley. Unveiled at the Japan Mobility Show, the striking Century Coupe concept is the flagship model spearheading this global ambition, blending supreme Japanese craftsmanship with avant-garde luxury.
For Indian connoisseurs of ultra-luxury who desire exclusivity and a refined, chauffeur-driven experience, the Century brand offers a fresh, distinctly Japanese alternative.
The Indian automotive market has witnessed the much-awaited launch of the Hyundai Exter, a micro SUV that aims to redefine the entry-level SUV segment. Priced competitively, the Exter comes with an array of impressive features and specifications that make it a game-changer in its category. In this article, we will delve into the details of the Hyundai Exter’s pricing, engine options, features, and more.
Century: The New Ultra-Luxury Brand Above Lexus
Century has long been revered as the ultimate status symbol in Japan, historically serving the nation’s top business leaders and government officials. Toyota is now taking the marque global, positioning it firmly above Lexus to focus on bespoke, “one-of-one” vehicles.
| Feature | Rolls-Royce/Bentley (Traditional Luxury) | Toyota Century (Japanese Ultra-Luxury) |
| Brand Positioning | Established global ultra-luxury standard. | Newly spun-off, positioned as “Top of the Top” at Toyota. |
| Design Ethos | Classic European opulence, dense woods, knurled metals. | Japanese Craftsmanship (Monozukuri), emphasis on refinement, unique textiles (Nishijin-ori), and subtle artistry. |
| Exclusivity | Bespoke commissions. | “One of One” philosophy; limited production (e.g., 200-300 units annually for current models). |
| Signature Model | Phantom, Ghost, Continental GT. | Century Sedan, Century SUV, and now the Century Coupe. |
Design and Specifications of the Century Coupe Concept
The Century Coupe is a radical departure from the brand’s traditionally conservative sedan, manifesting as a large, two-door coupe-SUV that is instantly arresting.
Exterior Highlights
- A Statement Hue: The concept is finished in a mesmerizing amber/orange shade, achieved through an astonishing 60 meticulously applied layers of paint, showcasing next-level hand-craftsmanship.
- Distinctive Stance: It boasts an upright fascia, split LED headlamps, and a tall grille adorned with the intricate Century Phoenix emblem—a symbol of peace and prosperity.
- Fastback Proportions: The design is long (over five meters), gorgeous, and sits slightly higher, blending the elegance of a coupe with the commanding presence of an SUV.
- Unconventional Doors: It features unique, asymmetrical sliding doors (some reports suggest two smaller sliding doors on the passenger side) to ease VIP access to the rear lounge.
Interior: A Chauffeur’s Sanctuary
The cabin of the Century Coupe concept is perhaps its most dramatic feature, built entirely around the chauffeured experience.
- Ultimate Rear Space: In a radical move, the concept features a single, spacious rear passenger seat—eliminating the front passenger seat entirely to create unmatched legroom and a lounge-like environment.
- Driver-Passenger Partition: A striking wall of illuminated red laser beams (or finely woven material) runs from the center console to the headliner, physically and symbolically separating the driver’s area from the VIP lounge.
- Japanese Artistry: The interior is trimmed in materials inspired by Japanese traditions, such as Nishijin-ori brocade upholstery and subtle metal detailing that nods to Edo-era craftsmanship.
| Feature | Details | Implication |
| Seating Configuration | Two-seater (Driver + Single VIP Rear Passenger). | Pure Chauffeur Focus (Maximum comfort for the sole rear passenger). |
| Interior Lighting | Distinctive red laser/light partition. | Creates an atmosphere of unmatched exclusivity and drama. |
| Rear Visibility | No traditional rear window (replaced by digital components/cameras). | Futuristic design choice prioritizing the rear passenger’s cabin privacy and design aesthetic. |
| Driver Controls | Yoke-style steering controller (expected to be simplified for production). | Highlights the concept’s futuristic and non-conventional approach to the luxury segment. |
Expected Powertrain: Hybrid Focus
While specific Coupe powertrain details are unconfirmed, the Century brand is deeply committed to silent, refined performance, likely leveraging Toyota’s expertise in electrification.
- Likely Power Source: A modified version of the Century SUV’s 3.5-litre V6 Plug-in Hybrid (PHEV) system is expected.
- Performance Focus: The emphasis will be on silent electric-powered serenity and refined cruising, prioritizing the passenger’s comfort over raw performance numbers.
