Toyota Century — The Next 100 Years of Japanese Craft

At the Japan Mobility Show 2025, Toyota Motor Corporation Chairman Akio Toyoda described the new Century as a car in a class of its own. It represents the highest expression of Japanese craftsmanship and the brand’s vision for the next century.

Heritage and Purpose

The story of the Century traces back to Toyota’s founding philosophy. In the 1930s, Kiichiro Toyoda sought not only to build cars but to establish an automobile industry for Japan. This idea shaped every generation of the Century.

In 1963, under chief engineer Kenya Nakamura, the first Century was developed with a single guiding principle: “To be like no other.” Nakamura aimed to create a new kind of luxury car that fused innovation with respect for Japanese culture.

The first model blended advanced engineering with traditional techniques, including Edo-style metal engraving on the phoenix emblem and Nishijin-ori brocade used for the seat fabric. The result was a product that represented both progress and preservation.

The Meaning Behind the Name and Emblem

The name “Century” commemorates the 100th anniversary of the Meiji era and the birth of Sakichi Toyoda, the founder of the Toyota Group. The phoenix emblem carries deep symbolism in Japanese culture, representing peace, rebirth and national pride. For Toyota, it embodies the company’s aspiration to build vehicles that express Japan’s spirit through craftsmanship.

Why It Matters Today

Akio Toyoda used the new Century to reflect on Japan’s position in the world. The country that once led the global industrial stage now faces new challenges. Yet Japan’s true strength, he said, lies in its craft-making tradition, cultural depth and creative industries such as animation and design.

The Century stands as a reminder that these values remain relevant. It represents the idea that design and culture can still lead innovation and redefine luxury.

The Next Chapter

The latest Century marks the beginning of the Century brand within Toyota. More than a single model, it becomes a symbol of Japanese craftsmanship carried into the modern era. The brand will continue to evolve around the concept of “making a better society” through design, technology and mobility.

Why Designers Should Care

For designers and creative practitioners, the new Century offers a rare study in continuity and reinvention. It demonstrates how legacy and innovation can coexist without conflict. The project shows how a product can reflect culture, purpose and identity while remaining future-focused.

Key takeaways for design professionals:

• Design can carry heritage without becoming nostalgic.

• Craftsmanship and technology can coexist when guided by clear intent.

• A product can represent a national identity through restraint and refinement.

Looking Ahead

The Century will serve as Toyota’s design and cultural flagship for years to come. Its significance extends beyond form and function—it stands as a message that thoughtful design and cultural pride can coexist with progress.

Closing Thought

The Toyota Century is more than a car. It is an artifact of design philosophy, a living example of how craftsmanship and purpose can define the future of luxury. For NIWWRD, it represents the intersection of heritage and innovation that continues to shape modern design thinking.