Parallel to that, Toyota’s Woven City prototype has begun to take shape in real life. In September 2025, the first residents moved into Toyota’s test city built near Mt. Fuji. This marks Toyota’s transformation from automaker to mobility-plus lifestyle company.

Now imagine Century not merely as a flagship car parked in that city, but the very framework of it, one brand that shapes architecture, wellness, mobility, sea, air, and land. We’ve been hinting at this in prior Test Miles columns, and today we see it forming in real time.

How does it compare to rivals?

The elite luxury houses, Rolls-Royce and Bentley, sell statements: materials, craftsmanship, brand heritage. But they don’t attempt to orchestrate the ambient ecosystem around the user. Century aims to go beyond that. The One of One concept features unconventional sliding doors, coupe-SUV proportions, and interior lounge geometry.

What makes Century different is that its benchmark isn’t a fast lap or acceleration figure. Its benchmark is a lived environment. Woven City is already a working prototype of that vision: Phase 1 spans roughly 47,000 square meters and is designed for collaborative co-creation. The city initially hosts around 360 residents, with plans to expand to 2,000.

No established luxury brand has attempted this structural ambition; they all remain within the product domain. Lexus competes on refinement in the automotive space; Century is attempting to be the recipe for ultra-living itself.

Who is this for, and who should skip it?

Century is for those who don’t just purchase artifacts, but adopt paradigms. It’s for patrons of experience, for those whose assets include curated habitats, wellness estates, and global mobility. Think sovereign clients, cultural patrons, global executives, those who conceive their lifestyle as a homogeneous design.

It is not for performance purists, track junkies, or those who demand open competition and modular parts over curated environments. If your passion is chassis tuning, engine specs, and aftermarket freedom, this is not your theatre.

What is the long-term significance?

Century could become the anchor of what one might call a Toyota-curated city brand. Imagine enclaves or districts curated to the Century ethos: gardens, architecture, mobility, healthcare, wellness, even marine and aerial craft, all designed to integrate.

Woven City is the first seed. Conceived in 2020, it is now going live. Toyota’s creation of its investment arm with 100 billion yen capital further signals that the company is investing in ecosystems around this concept for the long haul.

Beyond land, Century could grow into sea, luxury catamarans and yachts, and air, VTOL, air taxis, and personal aircraft, with integrated healthcare nodes and telemedicine clinics built into that network. The image is of a lifestyle where you don’t simply drive the brand, you inhabit it.

In a few years, we may look back and call this inevitable: that Lexus would eventually be swapped out for something more expansive, but only once Toyota had the software, city-lab, and financial muscle to make it more than a car brand.

This isn’t just making a new halo model. It’s making a new altitude in living. Century is being devised not just to be driven, it is being designed so it can be lived.

The post Toyota’s Ultra-Luxury Vision for a Curated Lifestyle appeared first on ROI TV.