For every nation thriving in making cars, there should be an ultimate luxury halo product that represents the pinnacle of their automobile manufacturing industry. This could mean the Cadillac state car, for example, or the Rolls Royce Phantom from Britain, the S-Class or 7-Series from Germany, or even the villainous-looking Aurus Senat from Russia. In Japan, though, if you're the emperor, Shinzo Abe, some exceptionally successful tycoon, or a Yakuza boss, you would be ferried around the streets in one of these, the Toyota Century.
It seems the Japanese prefer to save the good stuff for themselves, like the numerous '90s sporty specials or quirky boxy kei cars. The Century again is exclusive for the domestic market, unlike the ususal JDMs, though, its exclusiveness comes from cultural heritage, craftsmanship, and an obsessive pursuit of perfection.
Let's first take a closer look at the Toyota Century.
The Toyota Century: A Brief History
It all started in 1967. The Century was one of the very first domestically produced Japanese luxury cars. You may have already noticed the above 1967 car looks very similar to the current generation. Actually, the original was on sale for a staggering 30 years before it was updated. After all, it's not necessary to change the recipe if it's good enough.
Several V8s were offered throughout the 3 decades, ranging from 3.0 liters to 4.0 liters. Automatic climate control was available as early as 1971, which was extravagantly innovative for its time. There was even a limousine version launched in 1989, with an extended length of 5.7 meters, vinyl roof, and c-pillar opera windows, feeding the expanding appetite of oligarchs and sumo wrestlers during Japan's Bubble Economy.
It's the second generation that catches most attention, though. The styling was very similar to its predecessor, but the drivetrain was groundbreaking: a 5.0-liter V12, generating a whopping 276 hp. Therefore, the Century claims the title of the first and by far the only V12-powered, front-engine rear-wheel-drive car.
The Current Century: What do you get?
The current third-generation went on sale in 2018. In modern environmental times, being members of the royal family or the most prestigious country clubs won't spare you from the trend of engine downsizing. The new Century, like most of Toyota's offerings, adopts a hybrid powertrain. Unlike a Prius, the limo's electric motor is mated to a 4.0-liter V8, developing a combined system output of 425 hp. The platform comes from a Lexus LS, which by itself is a very decent luxury saloon.
Luxury equipment is, of course, reserved for those at the back. Behind the center console is an 11.6-inch infotainment screen, with 20 speakers scattered around the cabin. The level of quietness is set to embarrass a Rolls Royce, thanks to 4 mufflers, double glazing, and in-built noise cancellation, something Mercedes have yet to come up with until very recently with the new Maybach S-class.
You can go with leather for the interior, but Japanese high society usually prefers wool for better sound-absorbing properties. The rear seats have a massaging function, as you'd probably expect. There are even 3 different settings for the springs that support your body weight, programmed respectively for highway, urban and twisty mountain routes. All these can be controlled by a 7-inch touchscreen hidden in the rear center armrest.
The true party piece is the 'Relax Mode', with a touch on the screen, the back seat reclines, the front passenger seat moves forward, and an ottoman drops from the back of the front backrest. You won't spot the hole in the front seat that allows you to poke your legs through, as shown by Doug DeMuro in a Gen 2 Century. Apparently, stretching with such posture may be considered a bit too old school, even for a cigar-smoking Japanese businessman.
A Blend of Technology and Cultural Heritage
Brace yourselves for a surge of Japanese vocabs, as we delve into the reason behind the Century's highly-respected craftsmanship and detailing. Take the badge for example, you won't see any Toyota oval badges as those are way too ordinary. Replacing those are the badges of Ho-oh, the phoenix, hand-crafted with 5 layers of gold plating. The grille, again hand-crafted, has a pattern called shippō, which symbolizes harmony and usually appears in traditional artifacts.
Shapes of front and rear LED lights took inspiration from ancient Japanese lamps. The hand-beaten body panels feature side lines incorporating the kichōmen style, which originates from furniture of ancient nobles. The paintwork consists of 7 layers, all applied, sanded and polished by hand to ensure VIP customers can have a good look of themselves with the glossy body when getting in and out.
Does it Look Good in Beverly Hills?
Yes it does. Unarguably in terms of technology, performance, or extravagance, the Century is no match to its American or European counterparts. But none of these promise more authority or majesty than the Century. As the halo of Japanese motoring industry, the Century does a perfect job of being a nation's symbol, packing so much cultural values and the tradition of the understated, something rarely seen in upmarket automobiles.
A Rolls Royce, a Bentley or a Cadillac Escalade ESV speak so loudly about their posh qualities, yet it seems too easy to spot one on the Rodeo. Why not consider showing up in a car with a badge that is guaranteed to generate discussion? At the end of the day luxury should be about individualism and exclusiveness. The Century will definitely let you stand out, by not standing out in the first place.