Akio Toyoda came to Detroit for his September 23 Automotive Hall of Fame induction in a Toyota Century, a ¥27 million plug-in hybrid that is not for sale in the United States. Bloomberg, which reported it on September 29, described “its golden phoenix badge and yellow brake clamps.”
Asked why Toyota chose that car, Chief Technology Officer Hiroki Nakajima said, “We want to showcase the latest version of the Century,” according to Bloomberg. “It’s a global model, so we’re interested in getting feedback from auto industry officials in Detroit.” Toyota has not said whether it will sell the Century in the United States.
Key Takeaways
- Akio Toyoda was inducted into the Automotive Hall of Fame on September 23, 2026 in Detroit and came to town in a Century, according to Bloomberg.
- Toyota CTO Hiroki Nakajima called the Century “a global model” and said Toyota wanted feedback from auto industry officials in Detroit.
- Toyota is studying more markets for the Century, Bloomberg reported. It is sold in Japan and China, with small volumes shipped elsewhere in Asia and to the Middle East.
- The Century lists at ¥27,000,000 in Japan, which Bloomberg converted to $171,651. The 2023 launch price was ¥25,000,000.
- The powertrain is a 3.5-liter V6 plug-in hybrid rated at 303 kW (406 hp) combined, with 69 km (43 miles) of electric range on Japan’s WLTC cycle.
- It seats four, weighs 2,570 kg (5,666 lb) and is built at Toyota’s Tahara plant in Japan.
One Photo in Toyota’s Own Coverage
The company’s release on the induction, dated September 24, runs three sentences and points to Toyota Times for the ceremony. Its text does not mention the car, and the U.S. newsroom version does not either.
The fifth image in the release’s photo album is captioned “New Century.” It shows a dark gray example on black wheels, with yellow calipers and a thin yellow line along the sill, parked next to a Dallara outside The Department at Hudson’s.
Autoblog identified the Detroit car as a Century GRMN, the version Toyota displayed at the Japan Mobility Show in October 2025. Bloomberg’s report and Toyota’s caption do not use that name.
More than 700 people attended the ceremony, Toyota’s in-house outlet Toyota Times reported, and Greg Penske of Penske Automotive Group introduced Toyoda.
He is the fourth Toyoda in the Hall, after Eiji in 1994, Shoichiro in 2007 and Kiichiro in 2018.
Toyota Is Studying More Markets
Toyota sells the Century in China and ships small volumes to other countries in Asia and the Middle East, Bloomberg reported, and is “currently studying the possibility of expanding to more markets.” The report attributes that to Toyota without naming a speaker.
Century sales were about 500 vehicles last year, against roughly 1,700 in 1997, according to Bloomberg. Tatsuo Yoshida, an auto analyst at Bloomberg Intelligence, called the push “a clear statement by Toyota that it wants to play a role in the super-premium category currently dominated by the European brands.”
A 406-hp Plug-In Hybrid With Four Seats
Toyota unveiled this body style and opened orders in Japan on September 6, 2023, under a release titled “Toyota to Launch New Century in Japan.” Toyota’s Japanese site labels the older four-door “Century (Sedan)” and gives the taller model no body-style name; “SUV” is the press’s word.
| Specification | Toyota Century (Japan) |
|---|---|
| Price in Japan | ¥27,000,000 including tax |
| Engine | 2GR-FXS 3.5-liter V6, 193 kW (259 hp) @ 6,000 rpm, 335 N·m (247 lb-ft) @ 4,600 rpm |
| Front motor | 134 kW (180 hp), 270 N·m (199 lb-ft) |
| Rear motor | 80 kW (107 hp), 169 N·m (125 lb-ft) |
| System output | 303 kW (406 hp) |
| Drivetrain | E-Four Advanced electric all-wheel drive |
| Battery | Lithium-ion, 17.40 kWh |
| Electric range | 69 km (43 miles), WLTC |
| Hybrid fuel economy | 14.2 km/L, WLTC |
| Fuel | Premium unleaded |
| Seating | 4 |
| Length / width / height | 5,205 / 1,990 / 1,805 mm (204.9 / 78.3 / 71.1 in.) |
| Wheelbase | 2,950 mm (116.1 in.) |
| Curb weight | 2,570 kg (5,666 lb) |
| Assembly | Tahara plant, Japan |
The rear doors open to 75 degrees, and Toyota set a base sales volume of 30 a month for Japan at launch.
¥27 Million in Japan, ¥2 Million Above the 2023 Launch Price
The 2023 launch release listed the Century at ¥25,000,000. The Japanese consumer site showed ¥27,000,000 on October 4, 2026, and the sedan at ¥23,000,000.
Bloomberg converted the current figure to $171,651.
Mercedes-Benz USA lists the Mercedes-Maybach GLS 600 SUV at a starting price of $180,000. The Century is assembled in Japan and would arrive as an import. Toyota has not published a U.S. price.
Century Became a Brand Above Lexus in October 2025
Development of the first Century began in 1963, and the car launched in 1967. The name is said to mark the hundredth anniversary of the Meiji era and of the birth of Sakichi Toyoda, the Toyota Group’s founder.
On October 13, 2025, Toyota announced that Century would become a standalone brand. “But when it comes to luxury cars, we need to go above even Lexus,” Toyoda told Toyota Times.
Sixteen days later at the Japan Mobility Show, Toyota displayed a Century concept, the GRMN and a Tailor Made car.
Toyota Has Not Announced U.S. Sales
Toyota brought a Century to Detroit for Akio Toyoda’s September 23 induction, and its chief technology officer called it a global model. Bloomberg reports the company is studying more markets. The car that exists today is a four-seat, 406-hp plug-in hybrid built at Tahara and listed at ¥27,000,000, and Toyota sold about 500 Century vehicles last year. Toyota has not said whether the United States is one of those markets.
Frequently Asked Questions
Is the Toyota Century sold in the United States?
No. Toyota sells the Century in Japan and China and ships small volumes to other countries in Asia and the Middle East, according to Bloomberg. Toyota has not announced U.S. sales.
Is the Toyota Century coming to America?
Toyota has not said so. Chief Technology Officer Hiroki Nakajima called it “a global model” after Akio Toyoda brought one to Detroit for his September 2026 Hall of Fame induction, and Bloomberg reported that Toyota is studying the possibility of expanding to more markets.
How much does the Toyota Century SUV cost?
Toyota’s Japanese site lists it at ¥27,000,000 including tax as of October 4, 2026, which Bloomberg converted to $171,651. The 2023 launch price was ¥25,000,000. Toyota has not published a U.S. price.
What engine does the Toyota Century SUV have?
A plug-in hybrid system built around the 2GR-FXS 3.5-liter V6, with a 134 kW front motor and an 80 kW rear motor. Toyota rates the system at 303 kW, or 406 hp.
How far can the Toyota Century drive on electricity?
Toyota rates it at 69 km, about 43 miles, on Japan’s WLTC cycle from a 17.40-kWh lithium-ion battery. That is not an EPA rating.
How many seats does the Toyota Century SUV have?
Four. The rear cabin has two individual seats, and the rear doors open to 75 degrees.
Where is the Toyota Century built?
At Toyota’s Tahara plant in Japan. Toyota set a base sales volume of 30 a month for Japan when it unveiled the model in September 2023.
Is Century a separate brand from Toyota and Lexus?
Toyota announced on October 13, 2025 that Century would become a standalone brand positioned above Lexus. The first Century launched in 1967.
Why was a Toyota Century in Detroit?
Toyota chairman Akio Toyoda was inducted into the Automotive Hall of Fame there on September 23, 2026. Bloomberg reported that he came to town in a Century, and Toyota’s photo album for the event includes one image of the car outside The Department at Hudson’s.
Michael Kahn
Michael Kahn is the writer, photographer, and publisher behind The Weekly Driver. He cares about how cars drive and what they're like to own. He covers automobile industry news, car shows and events, and new car reviews. The reviews come from behind the wheel: day trips that favor back routes, treating a good meal as half the reason to go. He directs and produces the visual media, matching each car to a setting and mood that fit it. When he's not reviewing new cars, Michael races paddleboards, camels, and ostriches, along with the occasional exotic car on the racetrack, and has driven in every state and country visited.
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