Same car model, same aero parts. The finish makes all the difference in appearance.
The Tokyo International Custom Car Contest, where visitors to THE TOKYO AUTO SALON vote to determine the winner, saw the white current-model CENTURY, crafted by ALESS of Gifu Prefecture, win the Grand Prize in the Sedan category. THE CENTURY, which literally electrified the venue, is currently on special display at ALESS’s Gifu Main Store, where anyone can view it freely.
Last year, in 2024, ALESS exhibited a CENTURY with overfenders. This year, in 2025, the vehicle model remains the same―the CENTURY. The primary objective is to further solidify the image of ALESS = CENTURY. However, exhibiting the same content would be uninteresting. Therefore, this year, ALESS will bring two CENTURIES to the venue, each with a completely different concept―one white and one black.
Interestingly, the team behind this year’s demo car production is a bit different from usual. In previous years, the project was led by Mr. Ueyama, the company representative. However, this year, the staff at ALESS’s Gifu headquarters took the reins, proposing the idea of creating two CENTURY models in white and black.
The black CENTURY is a classic style. It has been dressed up to look like THE CENTURY. It has a luxurious feel, is clean, and has specifications that everyone will agree on. The other white CENTURY is a sporty model. It has a bold design that makes you gasp at first glance. “This was an idea that I didn’t have myself,” said Mr. Ueyama, and it was the young staff at ALESS’s Gifu headquarters who came up with it.
The ROZEL aero parts and original chrome parts were painted black, increasing the volume of the lower body. A muffler and wing were also added to create a sporty look.
To tone down the sportiness, the wings have been intentionally omitted. The curtains are essential items that add a touch of luxury. The vehicle height has been significantly lowered, giving it a low profile.
When compared to the black CENTURY, it becomes clear that the white CENTURY has all its chrome plating blacked out. This includes the distinctive bumper and grille, the headlights, the window frames, and even the fender arches. Both vehicles are equipped with aerodynamic parts from the original brand ROZEL, yet they appear completely different. Even with the same model and aero parts, the finish makes all the difference.
Luxury and sportiness. The choice of wheels greatly affects the overall impression. Black wheels are paired with WORK EMITZ, while white wheels are paired with WORK EQUIP E05.
It was the final day of the TOKYO AUTO SALON. An envelope was placed on the booth. Inside was a notice informing us that we had been nominated in the sedan category. Upon hearing the news, all the staff were overjoyed. Later, an award ceremony was held in a special venue. The Grand Prize was announced there. When the name “ALESS” was called, everyone looked truly delighted.
Do not change “CENTURY.” “CENTURY” must be changed as follows. The white “CENTURY,” which broke away from traditional concepts, was shining with the highest glory. The fact that votes were cast for white rather than black among the two side-by-side vehicles likely reflects that attendees were seeking something special and memorable―something they don’t encounter in their daily lives―at THE TOKYO AUTO SALON, Japan’s largest automobile customization festival.
In 2025, ALESS will celebrate its 20th anniversary. In this significant milestone year, ALESS has made an outstanding start.
INTERVIEW COOPERATION
ALESS Gifu Main Store Gifu Prefecture, Yamagata City, Umehara 586
ALESS Aichi Store Aichi Prefecture, Inazawa City, Fukushima-cho, Nakaura 7-1
