He Rolls in a Toyota Built for Japanese VIPs - The Wall Street Journal

The back seat of Joe Molina's 1997 Century V12 has an ottoman for a weary CEO's feet and a writing desk for an assistant
By A.J. Baine  | Photography by Anna Powell Denton for The Wall Street Journal
Dec 24, 2022

Joe Molina, 67, the retired founder and president of PR firm JMPR Public Relations living in
Carmel, Ind., on his 1997 Toyota Century V12, as told to A.J. Baime.

The Toyota Century is like the unicorn of cars. People have heard of it. But they've never seen
one, and those who know what it is can't believe their eyes. The model made its debut in 1967
on the 100th birthday of Toyota's founder, thus its name. My specific Century's generation
was the first Japanese production car ever built with a V-12 engine.

The fact that I own one (I have owned three Centuries, actually) is ironic. My father loved
Rolls-Royce and Bentley cars, and, as a kid, I became obsessed with Rolls and Bentley. I spent
43 years working in public relations in the luxury and collector car business, and, for years, I
worked with Rolls-Royce and Bentley. The Toyota Century is like the Rolls and Bentley of
Japanese cars. What I love is all the stories of the craftsmanship that went into the Century,
and all the care that was put into making it such a unique experience for its owner


Mr. Molina bought his Toyota Century for about $30,000 this year.