This is No SUV--Developer's Vision Behind the New Century


The new Century has arrived, bringing a completely new style. Its chief engineer and chief designer provide the inside story behind the car's creation.

What today's VIPs want in a chauffeur-driven car

Together with their team, the pair first set out to draw up a concept for the vehicle.

What do today’s VIPs, especially young leaders, seek in chauffeur-driven mobility? Tanaka and his team exhaustively researched how such vehicles should look in the coming era, going beyond analyzing market trends to interview notable individuals.


Among the next generation of public figures and global professionals, there are those who conduct meetings while they travel, while others want to relax and recharge before their next business engagement.

We can see this modern trend in the way Chairman Toyoda and other corporate managers today are choosing the Alphard as their personal vehicle.

To evolve as a chauffeur-driven vehicle, we therefore felt that the Century needed spacious, functional rear seating—in other words, new value in the form of space and function.

At the same time, a Century must also be refined and stately in its appearance. Unlike minivan-type vehicles, the hood gives the new model an authentic style.

Among the VIPs we interviewed, some told us they used an Alphard for everyday transport but changed cars when making official visits.


As Tanaka mentioned, amid the diversifying uses of chauffeur-driven mobility, space offers new value. Our team sought to provide that space while still capturing the stately presence and elegance of a Century.

These became the key terms for our external design.

A stately, dignified appearance, at once imposing and stylishly restrained. A new breed of chauffeur-driven car that exudes stately elegance, with the refined character prized in successive Century generations.

Meanwhile for the interior, our theme was “comfort and convenience through luxurious simplicity.” Prioritizing roominess in the rear seats, we created a space that is simple yet functional and ideal for relaxation.

For example, we designed the front instrument panel and center console to optimize the view from the rear seats. Control switches are also positioned low, out of sight for backseat passengers.

Overall, we set out to create a spacious, tranquil interior built around horizontal and vertical lines, a simple yet luxurious space that eschews ostentation.