Toyota Launches New Luxury Brand Century — Set to Surpass Lexus

Toyota, Lexus, and Century — now three distinct brands, each with its own positioning. The Japanese automaker is preparing a significant reshuffle, and its new luxury nameplate, Century, may soon become the crown jewel of the company’s lineup.

Century will serve as Toyota’s new premium brand, aiming to methodically expand into the global luxury and high-end automotive markets.

Once regarded as Japan’s ultimate luxury sedan, the Toyota Century is now poised to evolve into a full-fledged premium brand — much like how Cupra branched off from Spain’s Seat, which itself is part of the Volkswagen Group. Century’s transformation will begin with two flagship models: a sedan and an SUV.

According to international reports, Chairman and former CEO Akio Toyoda has been deeply invested in clarifying Century’s role within Toyota’s brand ecosystem.

He recently explained:

“Until now, Century’s place within the company has been unclear. Overseas brands often arise from mergers between companies with different roots and histories, but all Toyota brands — except Daihatsu — share the same heritage.

Lexus came first, Toyota second, and I believe Lexus has always felt a responsibility as the senior brand.

I once suggested that Lexus should aim higher, but since Toyota is a full-scale mass-production company, it tends to prioritize high-volume vehicles. When it comes to truly high-end cars, even Lexus must go beyond and exceed expectations.

Toyota already has Century, so I advised positioning it accordingly.”

Toyota’s branding director echoed this sentiment earlier this week, hinting at Lexus’s future direction and Century’s elevated role:

“In a sense, Lexus will gain more freedom to act independently. Lexus should continue to take on challenges as a pioneer, while Century will enter the premium market as the pinnacle — the top of the top.”

As for Lexus, its evolving role seems to align with Toyota’s recent push toward more daring and exclusive designs. The company recently showcased several striking concepts, including a six-wheeled luxury minivan that hints at the brand’s experimental ambitions.