Toyota Century - Second Generation

The Century received a complete redesign in 1997, although the new model was visually very similar to the old. This current model is powered by a 280 PS (206 kW; 276 hp) 5.0 L 1GZ-FE V12, initially with a 5-speed automatic, and then a 6-speed "intelligent" transmission. It also features air suspension. The Century remains the first and only Japanese front-engine, rear-wheel drive production car equipped with a V12.

The Century was Toyota's most luxurious model at its inception in 1967, and maintained this status throughout the 20th century. Today, it is positioned above the Lexus line-up, and remains the most luxurious and prestigious model to wear the Toyota badge. The Century is distinguished by different paint options than the rest of the Toyota line-up. For model year 2006, G-BOOK was added to the list of standard features. The Century shares the role of flagship with the Toyota Crown Majesta with almost identical dimensions to the Century but with a more modern approach and appearance that appeals to younger buyers.

Like other cars in the top of the luxury class, the Century is designed with the rear passengers in mind. Hence, the rear seats recline and the front passenger seat has a fold-down center section so that a passenger in the back may stretch his feet forward. The rear seats are equipped with a massage system. The exterior door handles open the doors electrically since the sound of the door being opened mechanically is perceived as being "too obtrusive". The doors do not need to be closed directly, instead the door only needs to contact the latch, causing the door to pull itself completely closed electrically.

The vehicles' interiors are usually ordered in wool cloth, rather than the leather seen in many luxury cars; leather is not as quiet as cloth when sat upon. The vehicle can be ordered in any color the purchaser desires, however, they are usually medium brown, burgundy or royal blue inside, with black exterior paint. White lace curtains are usually installed in the rear window, instead of tinted windows, which are perceived to attract unwarranted attention. The passengers usually like to be seen in a Century, despite Asian tendencies for modesty.

The Century is priced at ¥11,445,000 (approximately US$100,000 as of 2009). In comparison, the base price for the full-size luxury 2008 Lexus LS 460 is approximately ¥10,000,000 (US$87,000), with the LS 600h L at ¥15,000,000 (US$125,800).

Although the Century is not exported outside Japan in large numbers, it is used frequently by officials stationed in overseas Japanese offices and embassies.

In contrast to other luxurious cars (such as the Maybach or Rolls-Royce), the Century has not been positioned and marketed as a sign of wealth or excess. Marketing literature states roughly that, "the Century is acquired through persistent work, the kind that is done in a plain but formal suit."