Since I’ve been in Japan, I’ve seen a few Toyota Centuries about, but always older G50s. It figures, as those were made from 1997 to 2017, so nowadays they’re the most common (if such an epithet can be employed) of the breed. But since June 2018, the new generation Century has quietly taken over. Very few have hit the streets as of yet – here’s the first one I’ve ever seen, captured just this week.
The chauffeur pulled up and went into the convenience store I was in at the same time. He was right behind me at the checkout, so I had no time to waste. I had to be discreet about it, too. These guys don’t usually like folks to take photos of their charge. So I took a couple photos and went to the street corner to wait for the car to pass by, which turned out to be a pretty good strategy.
Of course, this meant that an interior shot was out of the question. That’s ok, Toyota have provided a few nice interior pics for public consumption. The dash is not exactly grandiose, with switchgear that one might also find in a lowly Prius… Something of a tradition for Centuries, that.
The rear compartment is where the Toyota folks have always put more effort in their super-luxury saloons. That’s where the VIPs who have enough connections to get a hold of these cars spend their time, after all.
The G60 Century is still built mostly by hand by Toyota’s Kanto Auto Works, as per previous generations, at the rate of about 50 per month. Four colours are available, including silver, blue and burgundy, but the majority of cars will likely be in the traditional black. Thus far, only Tokyo-based customers have been able to part with the equivalent of US$ 180,000 for a G60, but it should be made available (by invitation only, of course) throughout Japan by May of this year. So there are very few of these about as of yet.
There are a few late-model Rolls-Royce tanks and bulbous Bentleys about in town, of course. They don’t compare all that well to the new Century, at least from the point of view of presence and elegance. Not to mention the weight of tradition, which the Toyota bears with dignity and fortitude when its Anglo-German colleagues turned into Mitsuoka-esque caricatures of themselves.
The evolution of the Century bloodline has been positively glacial: the first generation (G20 / G30 / G35 / G40, top row) lasted 30 years (1967-97), though it did undergo a couple facelifts during that time. The second one, the G50 (bottom row), lived for 20 years, making our feature car the third iteration in half a century. Aside from this new generation’s daringly modern door-mounted mirrors, which some later G50s also featured, the family resemblance is uncanny.
Under the hood is a little different, though. The G20’s 3-litre V8 grew to 3.5 and then 4 litres over the years; the G50 topped that by sporting a bespoke 280hp 5-litre V12. But that inflationist tendency has become a bit passé, even for the exclusive Century: the V12 was ditched for the G60. Toyota figured that since the car was spending about 90% of its time idling at the curb or puttering along at 50kph in city streets, a 5-litre V8 coupled with a hybrid powertrain would suffice and provide better mileage for the G60, while providing over 430hp of oomph in total.
And it does make for a more economical plutocratmobile. Toyota should know, as they proved the concept on the 2006-17 Lexus LS 600h L. The G60 is unabashedly based on the LS 600h L – same engine, same 309cm wheelbase, same CVT. However, the Century is a tad wider, longer and heavier than the Lexus, and the drivetrain is RWD as opposed to AWD. I suppose powering the front wheels is regarded as superfluous on such a car…
Though very recent, the G60 has already spawned a couple of interesting variants. One is the “sports” model dubbed Century GRMN (“Gazoo Racing, tuned by the Meister of the Nürburgring”) was presented by Akio Toyoda himself in September 2018. Another one (painted black) was seen at the Tokyo Motor Show in 2019. Our feature car has the same alloys as the GRMN, which may well be an optional extra. So far, only two bona fide GRMN Centruries have been documented, and other than esthetically, it’s unclear what differences this model may have compared to the standard G60.
The other famous G60 special was the imperial convertible saloon, seen publicly last November for the coronation of Emperor Naruhito. This car is currently on display near the imperial palace in Tokyo. It’s good to be the king.
There can be little doubt that this is a “Future Classic” indeed – an instant classic, even. It was quite a sight to see this flagship wafting down the street amidst the Crown taxis, which look like toys by comparison.
Luckily, I was able to catch up with this grand vessel even after the lights turned green. It was still anchored at the crossroad, waiting to lean on its starboard side and navigate the concrete ocean of the Kanto plain. I was thus able to immortalize the turn of the Century. He he he. May God bless her and all who sail in her.
Related posts:
Curbside Classic: 1991 Toyota Century VG40 Limousine – Just Short Of Pretentious, by T87
Perpetual Classic: 2013 Toyota Century: The Ultimate Brougham Time Machine, by MCC.PJ
Car Show Outtake: 1997 Toyota Century – An Expression Of Japanese Dignity, by Johannes Dutch
Very elegant looking car. Looks much more expensive than the Lexus LS 600h L its based on. It’s a little ironic that the Lexus LS 600 looks like a bloated Camry and the Toyota Century looks like a Rolls-Royce.
I was in Japan last month and among the many things that impressed me was the fact that almost all of the Toyotas and Hondas which were less than three years old were hybrids. To a lesser extent that was true of most other manufacturers
I love it. And quite ironic that this top-line Toyota is more distinguished-looking that a Rolls-Royce.
Interesting interior door handles in that picture. Oh, how I’d love to sit inside one of these… front or rear, doesn’t matter!
I’d never seen an image of the Emperor’s Century convertible either, so that’s quite a treat. Maybe I’m wrong, but I can’t remember seeing an official parade-type vehicle with the dignitary’s flag (I assume that’s the chrysanthemum flag here) mounted in the center of the hood… always on the fenders.
It´s a remarkable car in every way. Might I ask what it says about the US car industry that it does not produce a comparable car? It´s not a lack of very rich people nor engineering ability. Neither GM nor Ford feel it worthwhile to demonstrate their skills at the highest level like Toyota does. I think that´s a bit lame.
I’m not sure there are enough super-rich Americans who would be willing to accept the 25-year design cycles needed to keep something like this profitable. It’s very easy for an “old money” image to tip over into an “old man” one.
Okay – so it´s an image thing then. Japanese plutocrats don´t mind risking being seen as old men and American ones do.
I don´t really buy that. Someone down below mentioned Bentley and Rolls Royce as what US plutocrats buy. And they do buy them. So, some plutocrats in the US are indifferent to the old-man image problem. The US makers do not serve them though the market exists.
You’d be surprised how little money Bentley and Rolls-Royce actually make. I haven’t dug into BMW’s figures, but in one of VWAG’s recent financial reports it listed Bentley as only having made a couple hundred million dollars for the year. Their vehicles may sell for $250,000+ but they cost a hell of a lot to build.
can’t edit for some reason- My mistake, Bentley actually lost almost €300 million in 2018.
The closest thing the Americans made recently to Century would be the Lincoln Town Car, but I agree it’s not nearly as nice as the Century.
In Ford defense, I doubt most fleet and livery customers that bought the Town Car would be willing to buy something as expensive as the Century, which is probably why Toyota has never imported the Century to the US market.
Ford builds about as many Lincolns in a day as Toyota builds Centurys iin a year. Not remotely similar markets.
I agree the Town Car is not in the same class at all, but it is the closest the Americans have to the Toyota Century. Four door luxury sedan, available with extended rear doors, made more for the people riding than the one driving, appeals to the livery market.
It’s kind of like saying a Nissan Leaf is the closest thing the Japanese have to a Tesla, not really the same class or price, but the closest thing they have.
The Rolls Royce and Bentley sell similarly costly cars in the US. The market exists.
But talking about Town Car buyers as targets for cars in that market is silly.
The Century is a loser as a business. Toyota produces it for social reasons for domestic consumption because Japan in general and Toyota in particular is concerned about saving face in comparison to execs in cars like that Bentley and Rolls Royce. It’s the same reason that Ford bought Lincoln from the Lelands in the first: So the Ford family wouldn’t have to ride in either Fords, Cadillacs, or Packards. Ford lost money on those Lincolns. That’s the same reason the Maximum Leader of any auto manufacturing nation rides in a local product, even if it’s silly expensive to make an appropriate custom vehicle with the local name.
This isn’t profitable for Toyota.
Might I ask what it says about the US car industry that it does not produce a comparable car?
It likely says “they’re not going to waste money on something like this just to impress some people on the internet who won’t buy it.”
Besides, the use case is somewhat particular to Japan and other Asian countries. These are bought by people wealthy enough to hire someone to drive them everywhere. Over here people of that status usually have a corporate concierge or use a livery service, neither of which are going to spend $200k on a plain sedan.
Or they buy a Bentley or Escalade and drive themselves.
” Over here people of that status usually have a corporate concierge or use a livery service, neither of which are going to spend $200k on a plain sedan.
Or they buy a Bentley or Escalade and drive themselves.”
That means the market exists for a really well-made car that exemplifies the abilities of the company.
Toyota isn´t wasting money on this. The image value is profound. This says Toyota is serious and is not only interested in the narrowest form of self-interest. Narrow self interest defines US car companies. It didn´t always as the best 60s Lincolns and Cadillacs showed.
“That means the market exists for a really well-made car that exemplifies the abilities of the company.
I’d say the rock-solid reliability of a $19,000 mass-produced Corolla they build 300,000 of every year exemplifies Toyota’s abilities more than this. It’s not impressive that they can make a solidly built car when they take 6 weeks to build one by hand and do 700,000 inspections to make sure everything is perfect, and charge almost $200,000 for it.
besides, see above. Bentley lost €300 million in 2018. a big conglomerate like VWAG can absorb that to a point. GM and Ford aren’t big enough to burn money on such things, especially when you can’t really demonstrate that it would lead to increased sales of the rest of the lineup. Everyone knows the F-Series is their prestige vehicle; it’s called “King Ranch” and “Limited.”
The Century is ike the peacock´s tail. It exemplifies just how well Toyota functions that they can show off. Ford and GM don´t have this surplus. And they lack the imagination to celebrate their craft.
It is impressive Toyota can throw money at this car. And part of the reason people stump up for Corollas is because they know Toyota works hard to do their best as exemplified by the Century.
As a counter point, look where Ford and GM´s pragmatism gets them: boom and bust profit cycles and mediocrity plus 10%.. I exempt Ford Europe of this charge – they know mediocrity doesn´t sell.
And GM Europe took the same tack as much as head office allowed them..
Yes, the same VW that Ford and GM laughed at when they first came here with their little bug-like vehicles. The same way they laughed at Toyota when they came here with their little vehicles a decade or so later. Ford and GM used to BE Toyota and VW. But squandered it.
And part of the reason people stump up for Corollas is because they know Toyota works hard to do their best as exemplified by the Century.
I’d put good money on a bet that about 0.000001% of Corolla owners even know the Century exists.
Corolla owners outside Japan, where the Century isn’t sold, don’t know about it. Why would they?
In Japan, everybody knows what these cars are, who owns them and what they symbolize. It’s a real Rolls-Royce equivalent in that sense as well.
and besides, you’re ignoring the fact that Ford DID put out a halo vehicle (the “peacock’s tail” as you say.) But instead of a luxury sedan, it’s this:
Thanks for the post! I wasn’t aware of a such long life cycles.
Very nice looking sedan with a former roof line and a proper trunk, instead of a mail slot. I wish something similar looking was available for sale w/o the need for an invitation.
There are a good number of long-life cycle cars. The Suzuki Jimny runs on decade plus cycles. The LR Defender was on sale for eight thousand years.
The MX-5 has about a ten year cycle. Bristol had about two and a half models in 50 years before going el foldo. Morgan still make the 4/4. The Lada Niva is as old as Tolstoy. In Iran the Peugeot 405 is still made (dates from 1989). The Mercedes G-class is another. The Fiat 500 Nuovo dates from 2007.
Formal roof line, couldn’t edit.
Richard, I was talking about a Century and luxury cars. I’m aware of those that you’ve mentioned.
I’m at least glad that Toyota is still making something that’s very traditional in terms of a luxury car. I do wish we got these over here rebadged as Lexus’s, but I imagine between the high cost of production, the quality, and the cost to import and make it work with U.S regs, I imagine the MSRP would be astronomical, far more than anyone is willing to spend for a “lowly” Toyota. (At least, in the U.S market, over in Europe, I’m not sure.)
Assuming you haven’t pixelated it, the licence plate number looks entirely appropriate : . . . 1
No doubt someone whose degree of succey is backed up with a dose of self opinion…
Great find! The only one of these I’ve seen is when the then-Crown Prince, now Tenno heika, rode by one afternoon in downtown Tokyo about a year ago.
I could be wrong, but those look like aftermarket wheels. I always thought these all came with subdued wheel covers.
I’ve thought several times about buying a used G50 – that V12 must be turbine smooth, but it would max out my parking spot. Used models aren’t that expensive, though they usually have over 100K kilo. But as well as these are built, that’s hardly broken in.
I found this 2012 model with 150K kilo for around $13K.
https://www.goo-net.com/usedcar/spread/goo/13/700050545730190709004.html
I looked at that Century ad, and after a bit of a hair raise, I just learned something new.
Flipping through the pics with mind firmly in neutral – or park, really – I got a rise in the hair when I saw the Japanese language on the satnav seemingly set to “Take me to the Nazis”. After all these years, really? What on earth?
Thanks the spirits, it wasn’t that. The swastika is a symbol for a temple, and on a closer look, it’s backwards to the Nazi one.
Apparently, that pictogram is going to be changed in Japan road signs etc in time for the 2020 Olympics.
A good idea, as there will undoubtedly be athletes of certain descent who’d set only untimed world-record increments back to the airport if they got off the bus and saw THAT!
Those wheels are made by Toyota, AFAIK. Same as the GRMN ones. Optional alloys are a thing on the Century now, it seems. Though I just caught a G50 with alloys the other day (different than these G60 ones), so who knows….
$15k for a V12 Century, eh? Now that’s what I call tempting! The only problem is where to park that thing once you bought it.
Toyota has a lot of nerve building a better Lincoln than Lincoln.
Gorgeous and refined. But….. I can’t figure out why the Century doesn’t have any signature design elements (to my untrained eyes). Those wheels are kind of like a middle age person wearing kids shoes with the lights that blink. I’ll take mine with the 1975 gas turbine powertrain. They were ahead by 45 years with that.
if by “ahead” you mean “did it 12 years after Chrysler and the rest of the industry gave up on gas turbines” then maybe. Gas turbine hybrids are going to remain little more than a geek fantasy, thanks to their excessive fuel consumption.
Does that mean that Tesla is a century behind Detroit Electric and everyone else who figured out that EVs were Victorian era folly?
there’s no “lead-acid->NiMH->LiIon” leap coming for gas turbines. their limitations are inherent.
The Century doesn’t have signature design elements because it exists to be a generic Toyota Limousine. The execution, size, and exclusivity are its statement.
Perhaps the photos are unjust, but it’s all a bit Middle-Eastern oil potentate to me, highly expensive but wheeled proof that taste is not a commodity available just because the bid for it is highest. Also, isn’t it a bit lardy across the beam for the cities of Japan? Bit awkward, surely, to have your Emperor wedged immovably between two sides of the street (and downright dangerous for the Yakuza boss).
I do quite like the dashboard, and look forward to reports of some impatient Euro type trying desperately to move the central screen functions with what the believes to be a woody I-Drive controller but instead keeps opening the door.
Btw, are those poshed-up versions of the old flexy Jesus bars on the backs of the front seats?
I cannot make out/read the kanji. Where is that plate #1 from? Like here in the states, does that make the primary occupant the leader of a prefecture?
Ah yes, the previous generation’s “276 hp” V12.
For me the lesson that the US can´t make a car like this is that the US makers have a narrow idea of costs and benefits. The Century may not make money directly but it does show customers what Toyota can do and that Toyota is deadly serious about quality. It shows the employees that Toyota is a good place to work, that values work and quality. It creates pride in employment. The Century is also a kind of benign statement of national pride. It means the heads of state can be represented in transit by the handcraft of their nation. And again, that means a lot for the customer who knows their car is made by the same one the PM and Emperor drive around in.
GM and Ford offer capable cars (Fusion and Regal and Lacrosse, esp.) but they lack the spirit that informs Toyota. Sometimes pragmatism is not really that pragmatic at all. Sometimes it´s just an excuse for ingrained mediocrity.
For me the lesson that the US can´t make a car like this is that the US makers have a narrow idea of costs and benefits
so basically you already had your mind made up when you asked the question.
What other answer is there?
Word of the day: “plutocratmobile”. Love it!
The previous Century didn’t seem like a car from the previous century; has it really been this long already? Time flies, and with the V12, the last Century would have flown also. But I digress…
As to the car, I love the overall shape. The rear is a nice homage to previous Centuries, the sides pass the eye test, but I’m not sold on the front. A big generic. How do you blend traditional and modern? Rolls-Royce seem to have problems doing this too. Personally I love the grille texture and shape of the first Century; reprising that would have been both a nod to the tradition of Centuries past and the fine texture a reminder of the car’s hybrid status, in not needing to pass so much airflow all the time.
I’m also not sold on the dash. While the detailing is fine as befits a Century the overall shape is a bit slab-like and tends to make the cabin appear narrow in front. I love the balance of chrome and wood trim in the rest of the interior.
As for the GRMN, words just fail me. And Toyoda-san himself introduced the model! While Bentley can do this sort of thing and has the heritage to pull it off, I wonder how Toyoda-san’s Century customer-base feel about such a car even existing?
CC in scale built this Century for an American friend who loves classic big American cars, and wanted me to build him something ‘different’. Rather than the traditional black I went for a dark blue mica.
I agree with you 100% – the front and the dash are not my cuppa, and the GRMN is atrocious. But it’s still a fine-looking peasant-crusher (©Justy Baum) as you’ll ever find in 2020.
Lovely blue VG40, btw – one of your best creations!
At first glance I thought the white GRNC was a Rolls Royce. Besides being blacked out the GRNC grill is mesh rather than having vertical chrome bars. I love the redline rocker panel.
The Toyota Century is the Jeep CJ of luxury sedans. I don’t think it makes sense for Toyota to sell the Century outside of Japan, however 25+ year old low mileage examples show up on eBay and other websites.
When I see a magnificent car like the Toyota Century I cringe at the pretentious attempts of luxury cars that Lincoln and Cadillac have been trying to sell for the last few decades. The current Lincoln Continental could’ve and should’ve been something along the lines of the Toyota Century but Lincoln failed miserably, again. Cadillac could be building a stunning looking high quality sedan with wonderful seats and a silky smooth ride, but they won’t. The closest we can get in North America to a near perfect automobile is a Lexus. But the Toyota Century is most certainly the king’s crown jewel.