Toyota released a partially improved version of the new Century on June 23, 2025. The upgraded model includes privacy glass with three-stage dimming function, and the price has increased to 27 million yen.
For over half a century, the Century has reigned as a “car of hospitality” for select individuals, including members of the Imperial family, corporate executives, and important people from various fields. Why has it now undergone such a bold transformation into an SUV, while still carrying that tradition and prestige?
We’ll unravel the true meaning behind the new Century SUV’s development concept, “The Chauffeur,” and thoroughly explain it from every angle, including its majestic design, an interior that can be described as a “suite room on wheels,” its newly developed powertrain, and even its price and comparison with global rivals. After reading this article, you’ll understand that the Century SUV is not just a luxury SUV, but a “flagship for a new era” that brings together the best of Japanese manufacturing.
Toyota’s new Century SUV undergoes partial improvements
Century SUV partial improvement: Rear seat glass improved
The Century SUV has been partially improved, and now features new “privacy glass with three-stage dimming function” on the rear passenger windows .
Key Points
While ensuring privacy, the interior of the car lets in soft light like the shoji screens in a Japanese-style room , allowing passengers to relax in a calm, high-quality space.
Adjust brightness with a single switch. Equipped on the rear door glass and rear window glass. With the flip of a switch, you can instantly change the transparency of the glass between three levels: transparent, semi-transparent, and dimmable.
Privacy glass with three-stage dimming function (transparent)
Privacy glass with three-stage dimming function (semi-transparent)
Privacy glass with three-stage dimming function (dimming)
Turns white to ensure privacy When the switch is turned on, the glass turns a beautiful white, effectively blocking views from outside the car and protecting your privacy.
About the new Toyota Century (crossover model)
The new Century is the first to feature the Toyota New Global Architecture (TNGA) platform. Aiming to achieve a ride quality befitting the Century, the new Century features a newly developed luggage compartment separation structure, with sound-insulating clear laminated glass on the interior side of the luggage compartment separator . It features the Dynamic Rear Steering four-wheel steering system, which delivers easy maneuverability at low speeds and seamless, natural handling at medium and high speeds. The new Century is equipped with the newly developed THS II Plug-in plug-in hybrid system, which offers advanced performance. It combines a 3.5L V6 engine with a continuously variable transmission and a Direct 4 all-wheel drive system . It delivers a combined maximum output of 406 hp (303 kW/412 PS). During acceleration, the high-output motor and power control unit work together to quietly deliver ample power and powerful torque. The model’s all-electric range is estimated at 53 km. It also features the next-generation Toyota Safety Sense system, which can detect bicycles during the day and pedestrians at night.
The historical value and brand power of the Century
When discussing the new SUV, it is first necessary to understand the unique value of the Century brand. The first-generation Century was launched in 1967 to commemorate the 100th anniversary of the birth of Sakichi Toyoda, the founder of the Toyota Group. Since then, the Century has reflected Japanese aesthetics and the spirit of “omotenashi” (hospitality) in its car-making, and has established itself as a chauffeur-driven car that prioritizes rear-seat passengers.
The hand-engraved phoenix emblem, the interior space that maximizes quietness, and the design concept that even the act of getting in and out is beautiful – all of these are designed to provide occupants with the utmost comfort and respect. The Century is more than just a means of transportation; it embodies Japanese culture and tradition, and has continued to be loved by VIPs both in Japan and overseas. This SUV model also strongly inherits that DNA.
Toyota’s new Century (crossover model) exterior
The overall length and wheelbase are relaxed, creating a style that exudes a sense of solidity. The headlights feature a combination of four projector-type headlights and an LED array AHS. The rear combination lamps feature four lamps with depth, creating a sense of a dignified gaze. Craftsmen have meticulously carved the car (the iconic “phoenix” emblem in the center of the front continues to be used from the previous model), and the painted surfaces have been thoroughly polished to a “mirror finish” that gives the body an overwhelming luster, all of which are the result of finely detailed finishing by the hands of “masters” who have mastered the art of manufacturing. Furthermore, the lineup includes two different specifications: the standard model and “GRMN,” and the rear doors can also be converted into sliding doors .
Majestic styling and traditional Japanese beauty
The all-new Century SUV will take your breath away with its overwhelming presence. Its design is woven throughout with the dignity of a chauffeured car and traditional Japanese beauty.
- Body size and presence
- Total length: 5,205mm
- Overall width: 1,990mm
- Overall height: 1,805mm
Although the overall length is slightly shorter than the sedan type, the overall width is 60 mm wider and the overall height is a whopping 300 mm larger. This imposing body not only creates a dignified appearance on the road, but also contributes to the realization of the spacious interior space described below.
- Front mask: Phoenix emblem and Kumiko grille At the center of the front sits the “Phoenix emblem,” hand-carved by a skilled craftsman. The large grille that surrounds it is based on the traditional Japanese architectural technique of “Kumiko.” Its appearance changes depending on the viewing angle and the way the light hits it, exuding a sophisticated and profound beauty. Combined with the four-lamp headlights, it creates a bold and dignified look.
- Side view: “Meticulous” design inspired by the Heian period What is particularly striking about the side body is the single character line that runs horizontally through the door handle. This is inspired by the “meticulous” technique used on the pillars of Heian-era folding screens (room partitions). This dignified line, created through the grinding and polishing of skilled craftsmen, gives the entire body a sense of tension and elegance.
- Paintwork and mirror polishing that showcase the skill of artisans The Century’s body is now a work of art. Multiple layers of paint are applied, creating a deep, wet-looking luster. In particular, in the process known as “mirror polishing,” skilled artisans spend several times longer than usual polishing the body by hand to create a mirror-like surface without the slightest distortion. There is no compromise on beauty, even when you open the door and look inside.
- Available body colors and worldviews In addition to monotone, two-tone body colors are available, combining silver and gray. Poetic names such as “Reimei” (Dawn) and “Guren” (Red Lotus) also convey the unique worldview of this car.
Toyota’s new “Century” (crossover model) body colors
- Century Hakkuru Precious White Pearl x Silver
- Century Reimei (prominent gray x silver)
- Century Rinpo Black x Silver
- Century KIWAMI LINE Guren (Glory Red x Silver)
- Century KIWAMI LINE Dawn Monochrome (Reimei Tansai) Prominent Gray
- Century KIWAMI LINE Rinpo Monochrome (Black)
- Century KIWAMI LINE Dawn Shuttle Type (Reimei Higata) Prominent Gray Black
Toyota’s new Century (crossover model) interior
The Century SUV’s true strength lies in its rear seat space. As the development concept “The Chauffeur” indicates, the design prioritizes the comfort of rear seat passengers in every aspect.
The car features a 12.3-inch TFT display (full LCD digital meter). It also features fully reclining rear seats with features such as a refresh function to ensure that rear-seat passengers can truly relax. Outstanding technology has been poured into audio development, creating a comfortable listening space reminiscent of a live performance. The rear doors open up to 75 degrees and the sweeping floor make it easy to get in and out.
The rear seats are truly a “suite room on wheels.”
- The luxurious choice of a four-passenger capacity: Despite its spacious interior, the vehicle is limited to a four-passenger capacity, with separate rear seats on the left and right. This ensures maximum personal space for each passenger. It is truly a space that can be described as the pinnacle of luxury.
- Ultimate relaxation: Full-flat reclining seats . The rear seats can be reclined to an incredible angle of up to 77 degrees. By sliding the passenger seat far forward, even an adult up to 190 cm tall can lie down in a “full-flat” position with their legs fully extended. This is no longer a “seat” but more like a “bed.” The June 2025 update also added rear seat heaters (calf area) to warm the feet of rear passengers, further improving comfort.
- Advanced Comfort Features: 11.6-inch Display and Operation Panel A large, high-definition 11.6-inch display is installed on the back of the front seat headrest. It also supports Blu-ray and HDMI input, allowing you to enjoy movies and presentation materials while on the move. The center armrest is also equipped with a 5.5-inch touch display “Rear Multi-Operation Panel.” This single panel allows intuitive operation of all functions, including air conditioning, audio, lighting, reclining, and sunshades. Since it is detachable, you can control the comfortable environment at your fingertips, no matter what position you’re in.
- New technology for protecting privacy: Three-stage dimming glass One feature that attracted a lot of attention in the June 2025 model update was the “three-stage dimming privacy glass” used in the rear door and quarter windows. With the flip of a switch, the glass can be instantly switched between three settings: transparent, semi-transparent, and dimming (opaque). This completely blocks views from outside the vehicle while letting in soft light, like through a shoji screen. It promises a quiet, private space completely isolated from the hustle and bustle outside.
- Storage and Luggage Space The luggage capacity is 340 liters (VDA method). It can even accommodate a 9.5-inch golf bag, and the car is also fully designed for practicality as a chauffeur car.
Toyota New Century (Crossover Model) Specifications
The Century SUV is equipped with a newly developed plug-in hybrid system (PHEV) that is designed for the future.
| Specifications | New Century (SUV) |
|---|---|
| full length | 5,205mm |
| Overall width | 1,990mm |
| Overall height | 1,805mm |
| Wheelbase | 2,950mm |
| engine | 3.5L V6 engine + motor PHEV |
| Maximum power | 193kW (262ps) / 6,000rpm |
| Maximum torque | 335Nm (34.2kgm) / 4,600rpm |
| Front motor maximum output |
134kw (182ps) |
| Front motor maximum torque |
270Nm (27.5kgm) |
| Rear motor maximum output |
80kw (109ps) |
| Rear motor maximum torque |
169Nm (17.2kgm) |
| System maximum output | 406hp (303kW/412PS) |
| mission | Electric continuously variable transmission |
| Drive system | E-Four Advanced |
| WLTC mode fuel economy | 14.2km/L |
| price | 27 million yen |
Unlike the sedan, which was equipped with a V8 engine, the new car combines a highly efficient V6 engine with independent high-output motors at the front and rear. This allows the entire system to produce an astounding 412 PS of power, accelerating the vehicle, which weighs over 2.5 tonnes, with ease and amazing smoothness.
Quiet travel with EV driving Because it is a PHEV, it can be charged externally. When fully charged, it can travel up to 69km in EV mode, and for most everyday travel it can be driven quietly on the motor alone, without having to start the engine. This is a major advantage in achieving the ultimate quietness required of a chauffeur-driven car.
Fuel economy and environmental performance: The catalog fuel economy in WLTC mode is 14.2km/L, an astonishing figure for a large SUV in this class, and it also achieves a high level of both environmental performance and economy.
The suspension and 4WD system “E-Four Advanced” that support the ride comfort use a MacPherson strut type suspension in the front and a multi-link type in the rear. In the June 2025 update, the suspension tuning was revised to pursue an even more luxurious ride. The car also comes equipped with an electric 4WD system “E-Four Advanced” that uses a motor to drive the rear wheels, and a rear-wheel steering system “Dynamic Rear Steering”. This allows for a minimum turning radius of 5.5m, making it easier to handle than you would imagine from such a large body.
[Price and Grade] Choices for the Chosen One
The Century SUV is Japan’s top-of-the-line car, and its price is also in a class of its own.
- Vehicle price
- 2023 model: 25,000,000 yen (tax included)
- June 2025 improved model: 27,000,000 yen (tax included)
It’s a price that could be described as a “car for the chosen few.” However, considering its interior and exterior design, advanced equipment, and unique brand value, it certainly isn’t too expensive.
- “KIWAMI LINE” allows for personalization . Toyota also offers a special customization program called “KIWAMI LINE” to meet the owner’s every request. By changing the body color and interior specifications, you can create a Century that is one of a kind in the world.
- Comparison with the sedan model : The Century (sedan) equipped with the conventional V8 hybrid is also sold at 20.08 million yen. The company has established a solid system that meets the needs of both those who prefer a formal sedan and those who seek active, new value.
Comparison with rival luxury SUVs around the world
The market in which the Century SUV competes is filled with the world’s most renowned ultra-luxury SUVs.
- Rolls-Royce Cullinan (from approximately 45 million yen) Also known as the “King of SUVs,” it boasts overwhelming power from its V12 engine and a ride quality described as a magic carpet ride. The coach doors, which open on reverse hinges at the rear, are also iconic. If you’re looking for the ultimate in status, the Cullinan is the car for you, but there is no PHEV option, and the Century has the edge in terms of fuel economy and environmental performance.
- Bentley Bentayga (starting from approximately 25 million yen) is an SUV that combines sporty driving performance with British craftsmanship. Its appeal lies in its wide range of powertrain options and the custom-made “Mulliner” program. While the Century prioritizes rear-seat comfort, the Bentayga also has a strong driver’s car aspect.
- Mercedes-Maybach GLS (starting from approximately 30 million yen) This SUV is produced by Mercedes-Benz’s highest-end sub-brand, Maybach. It features the latest digital technology and a luxurious interior. Its philosophy of luxury differs between the rational luxury typical of German cars and the Century, which embodies Japanese “omotenashi” hospitality.
- The Century SUV’s strengths compared to its rivals can be summed up in its quietness and environmental friendliness thanks to its PHEV system , and its traditional Japanese beauty and spirit of ‘omotenashi’ hospitality . Rather than competing for extravagance, the Century SUV offers modest hospitality to its passengers with absolute comfort and quality. It is these unique values that have attracted the attention of the world’s wealthy.
A word from the editorial department
The new Toyota Century SUV is not simply a sedan converted into an SUV. It represents Toyota’s challenge to redefine what a chauffeured car should be, keeping up with the changing times.
A fusion of traditional craftsmanship and the latest electrification and digital technologies. The unchanging spirit of “omotenashi” (hospitality) for rear seat passengers and the pursuit of innovative comfort features such as full-flat seats and photochromic glass.
This car suggests that the future of luxury lies not in mere material extravagance or ostentatious status, but in the “experience value” that brings deep peace of mind and a sense of fulfillment to the driver and passenger.
The Century SUV has taken off, carrying the pride of Japan. Its quiet innovation will undoubtedly have a major impact on the global luxury car market, setting a new standard for luxury in the future.
Century
