The number one sedan of the year is ALESS’s CENTURY！

The TOKYO AUTO SALON is a festival for the dress-up industry. This big stage called the TOKYO AUTO SALON is not just a place for the announcement of new products. In fact, a major event called the “Custom Car Contest” is held at the same time behind the scenes.

The trophy and plaque won by ALESS

This custom car contest is a competition to decide the number one vehicle from among the vehicles on display at the TOKYO AUTO SALON, based on votes from visitors. One car is selected as the best in each category, and two cars are selected as outstanding, with the awards ceremony being held on the final day of the TOKYO AUTO SALON.

Approximately 250,000 people visited the TOKYO AUTO SALON this year. Of course, not everyone voted, but the vehicles that gained the approval of many car enthusiasts were highlighted in a tangible way, and the selected models and their styling had such a great influence that they even affected the trends of the year.

ALESS brought these two CENTURY to the TOKYO AUTO SALON 2025 venue. The black CENTURY is the classic VIP specification, and the white CENTURY is the sporty specification.

When it comes to the CENTURY, Japan’s representative luxury car, the standard approach is to go for the classic black VIP specification. Even as standard, the car has a luxurious feel, but by adding high-quality aero parts and wheels that enhance this feel, and lowering the ride height, the car becomes even more picture-perfect.

However, the car that took the top spot in the sedan category this time was the white CENTURY, which was a surprise. All the chrome plating, which is the CENTURY’s most distinctive feature, was removed, and an aero kit from ALESS original brand ROZEL was installed. The wheels were also changed to sporty-looking spoke models, and big brake calipers were fitted to the rear. In a sense, this could be said to be a forbidden specification that ignores the CENTURY’s luxurious feel.

Each manufacturer takes time to create a demo car with elaborate touches, aiming to win an award at this custom car contest. They choose the car model, decide on the direction of the dress-up, and pursue the uniqueness that only their company can offer. The highest honor in the dress-up industry. A prize that every manufacturer wants so much they can taste it. They take time to take on this challenge.

Pushing aside all the other strong contenders, the white CENTURY from ALESS was crowned the number one winner. It shattered the preconceived notion of what a CENTURY should be like, and took the visitors to the Tokyo Auto Salon by surprise.

ALESS is one of Japan’s largest dress-up specialty shops. At the main branch in Gifu Prefecture, over 100 sedans are lined up in a frighteningly spacious exhibition hall. As you would expect from a specialist store, the quality of each vehicle is high. The target market is nationwide. Everyone knows that ALESS has a great selection of cool cars, and the company has a sales record from Hokkaido to Okinawa.

Of course, the company also puts a lot of effort into after-sales support. ALESS has partner shops all over Japan, so even if you live far away from an ALESS store, you can still get good follow-up service.

If you’re particularly interested in sedans, why not visit ALESS? The showroom is full of all kinds of cars, including CROWN, LEXUS, CELSIOR, and CIMA. ALESS may seem like a high-class place, but the staff are all car enthusiasts at heart, and they’ll give you friendly advice even if you’re a beginner owner.

At ALESS main branch in Gifu Prefecture, there is a special exhibition of the two CENTURY cars that were exhibited at the TOKYO AUTO SALON 2025. If you like sedans, you definitely need to see these two cars. As the saying goes, seeing is believing, and you’ll understand why they were voted number one.

ALESS main branch in Gifu Prefecture
586 Umehara, Yamagata City, Gifu Prefecture
https://www.aless-world.com