Toyota is poised to reshape the state of the luxury car market by making Century a dedicated flagship brand over Lexus, thus placing it on an equal level with Lexus at the top of Toyota’s corporate hierarchy. This will allow the Century marque to be firmly positioned at the highest level of Toyota’s new hierarchy, as the Japanese automaker endeavors to gentrify and evolve the Century legacy luxury models to tap into the ultra-luxury marketplace traditionally serviced by rivals such as Rolls-Royce and Bentley. Meanwhile, it also unlocks Lexus to venture into more experimental designs, while Toyota continues to develop regular sedan, ute, and performance vehicles, together with electrified models.

This relates to the wider trend in the vehicle industry that blends an evolution of traditional craftsmanship and quality with the potential of rapidly expanding technology. Toyota’s latest reveals of ultra refined luxury refinements include a host of bespoke Century ideas and car finishes with ornate handiwork that’s beyond anything seen before, along with plug-in hybrid SUVs delivering significantly higher electric drive ranges. Other unique concepts include Lexus’ bizarre six-wheeled luxury four-door ride, which demonstrates established manufacturers are continually testing new ideas ahead of the mass-market vehicle trend.

Along with those vehicles, there are other major developments from other brands in the wider vehicle scene that show the extent of how mainstream brands such as Volvo are pioneering new electrified and traditional powertrain developments. For example, a step-up in plug-in hybrid electrified capability is being applied to Volvo’s larger SUVs (XC60, XC90) with more powerful electric motors and bigger batteries. At the same time, Toyota is determined to broaden its presence in the lifestyle and dual-cab pick-up market, including the Crown Hybrid, Tacoma, and 4Runner for the foreseeable future, while exploring new luxury concepts.

1. Toyota Century Coupe Concept

The Toyota Century Coupe Concept offers one of the most tangible signals of the brand’s new ultra-luxury stance. Showcased as a stylized concept at the Tokyo Auto Show and Japan Mobility Show 2025, the coupe is a far more elevated take on the Century than a traditional premium luxury car. Its “One of One” philosophy comes across in the broad, low proportions, upright, boxy design of the coupe’s nose, quad-pod lighting, deep hood strakes, sloped greenhouse, and the hourglass form of the rear end’s cast-iron fenders. Its striking scarlet and orange exterior is adorned with the extraordinary seven-layer paint finish.

Design And Craftsmanship Highlights:

• Wide, low “One of One” stance
• Distinctive quad-pod lighting design
• Pronounced hood strakes and rear fenders
• Extraordinary 60-layer exterior paint
• Japanese handcrafted interior elements

Driven by the needs of its VIP passenger, Toyota’s interior design incorporates sliding side doors for ease of entry and exit, and its rear compartment offers the respite and privacy associated with the Century SUV. Rather than using traditional luxury materials, Toyota seeks to emphasize Japanese craftsmanship by exposing delicate handcrafted components, Nishijin fabric and lacquered finishes, and seven-treasured pattern work. For his part, Toyota Chairman Akio Toyoda and Calty Design Studio president Ian Cartabiano have made it clear that the Century’s underpinning is Japanese Takumi craftsman work, which emphasizes personalization and hand-made finesse. To that end, the Century Coupe Concept isn’t just a styling concept, but a preview of how Toyota envisions a super-luxury brand operating above Lexus.

2. Toyota Century SUV

The Century name has taken on a new meaning on the new brand strategy, and this new SUV is a part of that. It was designed for the needs of the driver and features executive style of the past, but added SUV size and technology. The outcome will be made for today’s leaders and luxury-seeking VIP travellers seeking a vehicle that is quiet, legible and spacious, while retaining the formality of the Century name. Japanese aesthetic traditions and detailed craftsmanship are incorporated throughout the interior, helping the SUV establish a distinct identity as Toyota’s flagship luxury offering above the Lexus range.

Powertrain And Passenger Experience:

• Uses a 3.5-liter V-6 plug-in hybrid
• Combines electric driving with gasoline power
• Prioritizes smooth and composed travel
• Focuses heavily on rear passenger comfort
• Incorporates Japanese luxury craftsmanship

The power source is a combination of the electric system to provide electric driving and the gas engine to provide extended range. This provides a significant balance for the Century SUV that has a refined electric driving experience and long-distance usability. The powertrain doesn’t dictate the show, but it does complement the vehicle’s focus on a smooth and calm ride. The Century SUV’s rear passenger compartment continues to be at the heart of driving fun. The interior is a space to be a sanctuary, and at the same time a personal office, as the model is a chauffeur-driven one. The interior is also filled with Japanese aesthetics and attention to detail, further defining the SUV as Toyota’s top luxury model.

3. Lexus LS Concept

Now with Century climbing to the very apex of Toyota’s luxury offerings, Lexus has more latitude to pursue radical takes on luxury transportation. Enter the radically styled LS Concept, which re-imagines the long-existing LS nameplate. Rather than simply re-envisioning the LS as a legacy luxury sedan, the concept introduces the LS moniker as a form of luxury space that could lead to an entirely different type of vehicle. Its development illustrates how Lexus can pursue bold design ideas while Century concentrates on a more traditional interpretation of handcrafted, highly exclusive Japanese luxury.

Unconventional Luxury Architecture:

• Proposed directly by Akio Toyoda
• Features a premium three-row layout
• Uses an unusual six-wheeled configuration
• Designed around easier entry and exit
• Retains Lexus comfort and quietness

Akio Toyoda put forth the idea of the vehicle himself and it is a larger, premium six-wheeled three-row vehicle. The unusual number of wheels is not just an oddity; rather, it is meant to ease ingress and egress as well as introduce an unusual, alternative approach to interior packaging. Instead of a typical sedan/SUV ratio, the design explores a whole new approach to luxury packaging. Although the LS Concept with its six wheels is extraordinary, it still embodies everything expected from Lexus luxury. The cabin is quiet, comfortable and luxurious, and its capability on any road remains unchanged. The LS Concept demonstrates how Lexus is able to seek out innovative designs while Century is focused on a more conventional sense of the venerable Japanese luxury and its craftsmanship.

4. Volvo XC60 PHEV

Toyota’s brand changes are part of broader advancements in electrified vehicles such as the significant reassignment of the Volvo XC60 plug-in hybrid. The new XC60 gets a much bigger battery pack, and a more potent electric motor installed under the floor. It has a preliminary EPA-estimated electric range of up to 78 miles for the U.S. market, and up to 200 kilometers under WLTP testing for the European version. Together, these changes give the XC60 a stronger combination of electric range, luxury appointments, and modern connectivity.

Electrification And Exterior Updates:

• Receives a significantly larger battery
• Gains a more powerful electric motor
• Offers up to 78 miles EPA-estimated range
• European version reaches 200 km WLTP
• Gets redesigned exterior styling

There are a lot of changes made to the outside, and the mechanical aspects are improved. The new midsize SUV’s front fascia is redesigned with a new grille, bumper, front fenders and hood. The update is also reflected in the XC60’s much newer look thanks to Volvo’s new Thor’s Hammer Matrix LED headlights, which add a new modern touch beneath the refreshed skin. Volvo has also changed the interior of the car, including a new dashboard, Cardamom ventilated Nappa leather, wood trim, and a 11.2-inch touchscreen. The updated system features Google’s Gemini voice assistant technology and further active safety sensors enhance the car’s technology suite. Combined, the changes result in an enhanced electric range, luxurious appointments and modern connectivity for the XC60.

5. Volvo XC90 PHEV

The XC90 is still the biggest and most roomy model in the new generation of plug-in hybrid volvos. With a seven-seat configuration, the car provides a good space for a family, but still preserves the luxury feel of the Swedish brand’s flagship SUV. The upgraded XC90 also gains a larger battery, and much more powerful electric motor under the floor, similar to the XC60. The XC90 therefore serves as a practical bridge between conventional gasoline-powered travel and more extensive daily electric driving, with production scheduled to begin later in the fall ahead of U.S. deliveries in early 2027.

Range And Interior Improvements:

• Seven-seat configuration supports family use
• Gains a larger battery pack
• Receives a more powerful electric motor
• Offers up to 73 miles EPA range
• Adds updated Google Gemini technology

The upgrades are estimated to give U.S. buyers a 73 mile driving range, according to EPA. European ratings are based on a maximum of 160km under WLTP conditions. The longer electric range enables the XC90 to operate without its gasoline engine for many of the day’s driving requirements, but the combustion engine is still on hand for long-distance travel. The cabin has been upgraded, maintaining Volvo’s emphasis on the Scandinavian design, space and comfort. A revamped central touchscreen will host the latest interface and features Google Gemini voice assistant technology, and an optional Bowers & Wilkins sound system adds an extra luxury touch. For this reason, the XC90 is expected to be a practical solution between traditional gasoline-powered travel and more widespread daily electric driving, as production is expected to start later in the fall before deliveries to the U.S. begin in early 2027.

6. Toyota Crown Hybrid

Century is stepping up into more of an exclusive role while Toyota continues to refine its offerings for those seeking top-tier features in its lineup. The Toyota Crown Hybrid offers the styling of a stylish sedan and the lift of a crossover. The hybrid type of the powertrain allows for efficient operation, and the car still has the quiet and comfortable nature typical of a modern, premium-oriented car. Century is being developed around exclusivity and bespoke craftsmanship, while the Crown provides Toyota customers with a more accessible combination of hybrid efficiency, comfort, and contemporary crossover-inspired design.

Premium Hybrid Characteristics:

• Blends sedan and crossover proportions
• Provides an elevated seating position
• Uses a hybrid powertrain
• Emphasizes smooth everyday operation
• Focuses on comfort and efficiency

It’s a blend of practicality and refinement that makes the Crown an appealing choice. This raised body position gives it a distinctly different driving experience from a traditional sedan and its streamlined design helps it retain its sense of place on the road. The hybrid system also allows for easy operation, making the Crown a perfect choice for those who want the benefits of a more refined driving experience without sacrificing everyday functionality. While fuel efficiency continues to have its importance in the Crown Hybrid, interior comfort and everyday reliability is also emphasized. This way, it’s very different than the Century brand. Exclusivity and bespoke construction are the themes of development for Century, whereas Crown offers Toyota owners greater access to hybrid efficiency, comfort and contemporary styling that sits in a crossover mould.

7. Toyota Tacoma

Toyota’s new luxury push doesn’t mean it’s leaving behind its emphasis on utility vehicles. The Tacoma remains a significant component of the Toyota light-duty truck lineup, featuring a midsize interior that is capable of carrying cargo, towing, off-road driving, and even on-the-job duties. Its rugged design, tough chassis and durability far exceeds the Century SUV’s focus on the chauffeur. Maintaining both types of vehicles allows Toyota to pursue an ambitious expansion at the luxury end without abandoning the practical trucks and SUVs that form an important part of its wider lineup.

Utility And Off-Road Versatility:

• Serves work and recreational needs
• Supports cargo hauling and towing
• Offers midsize truck proportions
• Uses a durable chassis
• Provides off-road capability

The versatility of the Tacoma makes it so appealing. The truck is ideal for all kinds of driving needs throughout the week, even for tough jobs, and also out of the house on weekends. It’s built to tackle tough conditions and offers a significant off-road presence in Toyota’s off-road lineup. This focus on longevity also further emphasizes the differences between the various vehicle segments. Century is a brand that is all about craftsmanship, privacy and executive transportation, whereas Tacoma is a brand that is all about capability and utility. Both types of vehicles enable Toyota to pursue an aggressive move up market while keeping its practical trucks and SUVs a key component of its broader portfolio.

8. Toyota 4Runner

Another testament to Toyota’s dedication to off-road utility vehicles is the Toyota 4Runner. The SUV is based on a body-on-frame chassis, designed for those who require a vehicle that can also deliver on off-road performance, as well as family hauling and daily driving. The 4Runner is offered in two and three-row variants, providing extra versatility for passengers and cargo. Together with Volvo’s increasingly capable plug-in hybrid models and Lexus’s experimental LS Concept, these developments highlight an automotive market where traditional craftsmanship, electrification, unconventional design, and everyday utility are increasingly developing side by side.

Practical Capability And Flexibility:

• Uses body-on-frame architecture
• Draws on real off-road experience
• Supports family transportation
• Carries out basic functions of hauling tasks
• Supports two-row and 3-row setups

The 4Runner’s design enables it to handle everything from highway cruising, family vacations, and carrying gear to traversing tough off-road conditions. The versatility has kept the model relevant for buyers looking for durability and longevity. The 4Runner is not about the lack of luxury it’s about delivering solid capability in a diverse range of situations. The 4Runner is a testament to the wide spectrum of Toyota’s current plans. The company can build an ultra-luxury brand based on handcrafted Century models, and continue to sell useful hybrid vehicles and midsize trucks and body-on-frame SUVs. Along with Volvo’s more sophisticated models that are becoming a plug-in hybrid and the Lexus’s experimental LS Concept, the developments suggest that a car market is emerging that puts traditional craftsmanship, electrification, unconventional design, and everyday use together.