Japan's Top Car Born in the 100th Year of Meiji... Toyota Chairman Looks Ahead to the Next 100 Years

Chairman Akio Outlines the Vision for the Century Brand at Japan Mobility Show
"Japanese Craftsmanship Must Be Shared Globally... Shaping the Next 100 Years"

"The era when people used to call Japan 'Number One' has passed, and now the 'Lost 30 Years' has become a familiar phrase. Japan seems to have lost its vitality, and its presence on the global stage appears to have faded. If Kiichiro were to see Japan today, what would he say? Perhaps, instead of saying anything, he would have simply taken action first."

Akio Toyoda, Chairman of Toyota Group, explained the reasoning behind separating 'Century' as an independent brand by drawing a parallel to Japan's current situation. Just as Japan once achieved rapid growth in a short period after the devastation of the postwar era, he believes it is important to show the world that, although Japan may seem to have fallen behind for a while, it still has the potential to rise again.

Akio Toyoda, Chairman of Toyota Group, is presenting about the Century brand at the preview event of Japan Mobility Show 2025 on the 29th. Photo by Korea Automobile Journalists Association

As a member of the founding family, Chairman Akio stepped down from the CEO position in 2023 and withdrew from the front lines of management. However, on the 29th, he took the stage as a speaker at the preview event for Japan Mobility Show 2025 held at Tokyo Big Sight, where he personally introduced the vision and direction of the Century brand. Recently, Toyota Group announced a restructuring plan for its five major brands: Toyota, Lexus, GR (high-performance brand), Daihatsu (compact and small cars), and now Century.

Kiichiro, the son of Sakichi, who founded the Toyoda textile company, is Akio's grandfather. It was Kiichiro who began Toyota's automobile business in the 1930s. In 1945, he established an automotive industry association in Japan, advocating for industrial development with the goal of "restoring peaceful everyday life for the people." According to Chairman Akio, the development of the Century in 1963 by Kiichiro's son Shoichiro Toyoda and Toyota employee Kenya Nakamura was also aimed at upholding "Japan's pride." The first Century was launched in December 1967, just before the 100th anniversary of the Meiji era (1968).

Century Concept SUV One of One unveiled at the Japan Mobility Show 2025 preview event. Provided by the Korea Automobile Journalists Association

He said, "Today, Japan is represented by its globally expanding automotive industry, the craftsmanship of monozukuri, beautiful nature and unique culture of hospitality, as well as manga, animation, music, and sports, all of which are promoted by young people who showcase Japan's appeal. I thought that now is precisely the time when 'Century' is needed."

The Century is a lineup of ceremonial vehicles aimed at an extremely select group, including the Japanese Imperial family, the Prime Minister, high-ranking officials, and ambassadors from various countries. Models like the Century Royal can only be purchased by the Imperial family. Produced in small quantities to order, the Century is even more expensive than Toyota's luxury brand Lexus.

Akio Toyoda, Chairman of Toyota Group, is presenting about the Century brand at the preview event of Japan Mobility Show 2025 on the 29th. Photo by Korea Automobile Journalists Association

Although structural challenges such as an aging population persist, there are diverse perspectives on the revival of Japan's economy, but signs of recovery are clear internally. Exports have been on the rise for several years, employment rates have soared, and both the stock and real estate markets are booming. In this context, Chairman Toyoda envisions establishing the Century brand as a new milestone representing Japan.

He stated, "I consider it my mission to contribute to global peace and to shape the 'next 100 years' of Japan," adding, "I intend to develop Century into a brand that conveys the spirit of Japan to the world."

Akio Toyoda, Chairman of Toyota Group, is taking a photo with key company executives after finishing his presentation at the preview event of Japan Mobility Show 2025 on the 29th. Photo by Korea Automobile Journalists Association

This content was produced with the assistance of AI translation services.