Vision of the New Century: Insights from the Architect of the No SUV Project

Vision of the New Century: Insights from the Architect of the No SUV Project

In September 2023, Toyota unveiled the new Century, marking a significant milestone in the 56-year history of this renowned luxury vehicle. At the helm of this transformation were Yoshikazu Tanaka, the chief engineer, and Tatsuya Sonoda, the design general manager.

The new Century, now an SUV, was developed with a vision to appeal to a younger generation while maintaining its traditional values. Akio, Toyota's chairman, emphasized the need to create "a new century that is different from the past and aimed at the younger generation," a directive that shaped the new model's distinctive SUV form while preserving the sedan line.

As chief engineer, Tanaka drove the technical development, ensuring the vehicle met the Century's traditional standards of dignity, quality, and advanced technology. Meanwhile, Sonoda, as design general manager, oversaw the styling and aesthetic direction, balancing the Century’s heritage with modern luxury SUV appeal.

The collaboration between Tanaka and Sonoda involved integrating new body types and powertrain solutions while maintaining the Century’s exclusive aura. The SUV version was priced about 5 million yen higher than the sedan, reflecting its top-tier status within Toyota’s lineup.

Tanaka and Sonoda's contributions to the new Century's development were instrumental in evolving the Century's identity to a "new body type" without abandoning its traditional luxury values. The project also hinted at upcoming variants, such as a convertible model revealed at the launch event, showcasing ongoing innovation under their leadership.

The original Century, developed to commemorate the 100th anniversary of Sakichi Toyoda's birth and establish itself as the pinnacle of the country's chauffeur-driven vehicles in the 1960s, had a special place in the heart of Shoichiro Toyoda. During the original model's development, Shoichiro spent more than a year living with the project team and maintained a singular attachment to the Century.

The new Century model was added to the family in September, carrying Toyota's corporate identity and the legacy of the original Century. Akio's appeal to "bring new value to the Century" was motivated by a desire to carry on Shoichiro's cherished brand while ensuring its evolution for the next generation. The ambition was to ensure that the Century continues to meet customer expectations of chauffeur-driven mobility while appealing to younger generations.

Tatsuya Sonoda, who has been involved with numerous models, provided interior and exterior design direction for around 30 models, including the 12th-generation Crown and the previous generation Harrier. Sonoda and his team grappled with the question of "inheritance and evolution" during the development of the new Century.

Sonoda acknowledges that the Century was the most difficult project to undertake among Toyota's lineup. Shoichiro Toyoda provided feedback on various aspects of the Century's design and development, including sound, ride comfort, and aesthetics.

Yoshikazu Tanaka, a gearhead who joined Toyota in 1987, led the development of the new Century. Tanaka has primarily worked on environmentally friendly models such as the third-generation Prius PHEV and the first- and second-generation Mirai.

The new Century possesses a unique style that is instantly recognizable as a Century. Its distinctive "Centuryness" extends beyond physical form, making it a testament to the skill and dedication of Tanaka and Sonoda in leading the evolution of this iconic luxury vehicle.

1. The new Century, aimed at a younger demographic yet upholding its traditional values, is a significant milestone in Toyota's 56-year history, marking a transition from a sedan to an SUV.
2. The collaboration between Yoshikazu Tanaka and Tatsuya Sonoda, with Tanaka driving the technical development and Sonoda overseeing the styling, integrated new body types and powertrain solutions while preserving the Century's exclusive aura and luxurious appeal.
3. The project to evolve the Century, initially developed to commemorate Sakichi Toyoda's birth and establish itself as the pinnacle of chauffeur-driven vehicles, was a difficult challenge that required the efforts of Tanaka and Sonoda, with Shoichiro Toyoda providing valuable input.
4. The new Century model, with its distinct "Centuryness," reflects Toyota's emphasis on technology, finance, and business innovations in the automotive industry, aligning with the company's focus on lifestyle and modern luxury.

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