TOKYO AUTO SALON 2025|The truth behind CENTURY, the winner of the Grand Prix

In front of the vermillion-colored wall, there is a large flower arrangement. The motif is the Phoenix, which is the symbol of the TOYOTA CENTURY car on display. This work was created by Akira Tsutsumi, a female flower artist from Gifu Prefecture. The president of ALESS was so taken with Ms. Tsutsumi’s work that he invited her to the Tokyo Auto Salon venue and had her create the piece on the spot.

I’m a complete novice when it comes to flowers, so I don’t know the details, but it’s clearly a work of art. It’s also unusual in that it uses a lot of dried flowers rather than fresh ones. I think it falls into the category of ikebana, but it’s clearly something more than that. It’s a work of art.

Of course, the main stars are the two CENTURY cars sitting in front of the artwork. These are luxury cars with a new car price of over 20 million yen. They are not cars that you would normally customize, but they are essential items for showing off ALESS’s sense and technical ability.

We finished it in black and classic style. The aero parts are a simple 3-piece kit from ROZEL. ROZEL is an original ALESS brand, and they also produce aero parts for sedans, including a lineup for CENTURY.

The CENTURY kit comes with a set of front, side and rear parts, as well as a wing, but we decided not to install them this time. The reason for this is the muffler. As this is a model without a muffler, we decided not to install the wing in order to maintain balance. We really wanted to install it to make it stand out, but this time we decided to prioritize balance and forgo installation. This elegant sense also gives a sense of the high level of ALESS’s sense.

At this year’s Tokyo Auto Salon, the white CENTURY once again defeated its rivals in the sedan category to win the Grand Prix. It was also voted the most popular car by visitors to the show.

The specifications of this car completely overturn the conventional wisdom that the CENTURY is a car that is dressed up. The CENTURY is a special car, and to a certain extent, there are unspoken rules and understandings about how it should be. The body color is black, the emphasis is on luxury, and the height of the car is low-key. All of these things have been changed.

The body was repainted in the original white glass flake. All the chrome plating that is a symbol of the CENTURY was removed. The suspension was changed to ALESS’s original air suspension, and the height was lowered even further by adding short knuckles. Various reactions were expected. In the first place, there were divided opinions even within the company about making this demo car. Nevertheless, we carried it out because we wanted to discover and obtain something new.

Like the Black CENTURY, the aero parts are made by ROZEL. The genuine chrome parts have been painted black, giving them a fearsomely dignified appearance. The wheels are the 5-spoke WORK EQUIP. The discs are black, the rims bronze, and the pierced holes gold. The brakes in the background have also been modified.

Looking at the rear, you can see the quad exhaust. The CENTURY is a hybrid car, so it doesn’t originally have an exhaust, but this SENSE BRAND carbon fiber exhaust gives it a sporty feel. To further emphasize the sportiness, a wing was added to balance it with the white CENTURY.

The grill and headlights are jet black. As transparent windows are not allowed, the three front windows are fitted with removable private sunshades. The attention to detail is incredible. These sunshades were prototypes, but they were so well received at the Tokyo Auto Salon that it was decided to make them into a product. Once they are officially completed, they will be made to order.

The CENTURY in white with a sporty specification. We were confident that it would be popular outside of Japan. ALESS had strong connections with overseas, and we were confident that this forbidden specification would be popular overseas. However, the evaluation in Japan was unknown. Whether it would be a good thing or a bad thing, we didn’t know until we opened the lid. However, the result was the best award in the sedan category. The unprecedented novel dress-up style captured the hearts of many Japanese people.

Two years ago, at the Tokyo Auto Salon 2023, they won the Sedan Category Award with the “MARK X 130”. Two years after that, at the Tokyo Auto Salon 2025, they won the Sedan Category Award with the “CENTURY 60”. They have won the prize that everyone wants twice. It is no exaggeration to say that they have become the leader of the sedan industry in both name and reality.

◉ALESS
586 Umehara, Yamagata City, Gifu Prefecture
tel.0581-22-2114
https://www.aless-group.com