What the car is and where it came from
A full-size luxury sedan launched in 1967 for the Japanese market. It commemorates Sakichi Toyoda’s centenary. It is Toyota’s flagship car within Japan — not globally, not under Lexus, not as a concept or variant.
How it works, in terms someone would actually use
It operates as a chauffeur-driven full-size luxury sedan. Rear passengers sit in deep, isolated comfort. The driver faces a conservative, analogue cockpit. It is sold only through designated Toyota Stores in Japan — never at Lexus dealerships.
What it gets right
It delivers rear-seat serenity through isolation, silence and unbroken tradition. Its phoenix badge signals exclusivity without flash. Its V8 engine (1967) was the third post-war Japanese-built sedan so-equipped — a statement of sovereign capability.
What it does not
It does not feature Toyota’s oval logo. It does not appear in Lexus channels. It does not prioritise driver dynamics, visual drama or technological display.
What it changed
It established a domestic flagship outside Toyota’s mainstream branding and Lexus’s global architecture. It moved assembly from Higashi-Fuji to Motomachi in 2020. It became a standalone brand in 2025.
Who it is for, and who it is not
It is for the Imperial House of Japan, the Prime Minister, senior government leaders and high-level executive businessmen. It is not for export, enthusiasts, drivers who prioritise control, or buyers outside Japan’s designated Toyota Store network.
Is it worth your time
Yes, if you need to understand how Japanese automotive prestige functions without global marketing logic. No, if you seek performance metrics, driver engagement or technical novelty.