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Toyota elevates Century into an independent flagship
Toyota has quietly redrawn its luxury hierarchy: the venerable Century will be spun off as a standalone, ultra-premium marque positioned above Lexus. The move, confirmed by Chairman Akio Toyoda, marks a rare shift in brand strategy from the automaker that created Lexus to take on BMW, Mercedes and Audi.
Toyoda said the idea came from his belief that Century should exist in 'a class of its own.' He also admitted he wasn’t pleased when the Century sedan and SUV shared space with mainstream Toyotas at the 2024 Japan Mobility Show – a signal he wanted the model to stand apart.
A century of history, reborn for the top tier
Though Century is technically the youngest brand under the Toyota umbrella, the nameplate predates Lexus by decades. First launched as a sedan in 1967, Century grew into an icon of Japanese luxury across three generations. The second-generation Century is still notable as the only production Toyota ever fitted with a V-12 engine. For much of its life, the model was sold almost exclusively in Japan.
That started to change in 2023 when Toyota added a Century SUV and began testing global waters with a launch in China. Now, Century will be positioned to chase the ultra-high-end market with bespoke, low-volume models aimed at wealthy collectors and dignitaries.
What the new Century brand will look like
Toyota’s Chief Branding Officer Simon Humphreys has framed the move as a mission to 'take on the high-end market as the top of the top, one of one.' The new Century will be led by a stately coupe due to debut at the 2025 Japan Mobility Show, carrying the tagline: 'One of One. One in this world, from this country.'
Key expectations:
- Ultra-low-volume, hand-finished cars with elevated craftsmanship
- Pricing and exclusivity aimed above Lexus, similar to how Rolls-Royce sits above BMW
- A focus on presence, bespoke interiors and long-wheelbase comfort rather than mass-market technology
The coupe previewed in Toyota's teasers suggests far more extravagant design and materials than typical Lexus models. While technical details are scarce, the Century's heritage of V12 power and limousine-grade appointments hints at high-displacement engines or bespoke hybrid powertrains and extensive customization options.
What this means for Lexus
Lexus will not be sidelined. In fact, the brand appears set for bold reinvention. Toyota has shown a radical electric, six-wheeled, three-row boxy minivan concept under the LS nameplate. Akio Toyoda has reinterpreted 'LS' from 'Luxury Sedan' to 'Luxury Space,' signaling a shift toward novel forms of premium mobility.
Toyoda says the three-axle LS concept could reach production, but only if it meets Lexus’ strict demands for quietness, comfort and the ability to handle real-world roads. Simon Humphreys added that Lexus 'will be freer to act,' suggesting the brand will pursue daring design and innovation rather than follow rivals.
Some concrete changes are already on the calendar: the traditional LS sedan that helped build Lexus’ reputation will end production after the 2026 Heritage Edition, freeing the brand to experiment with new electric architectures and interior-focused vehicles.
Market impact and what to watch
The launch of Century as a separate flagship has several strategic implications:
- It creates clear segmentation: Toyota for mass market, Lexus for global luxury, and Century for ultra-luxury.
- Century could attract buyers seeking exclusivity and hand-built craftsmanship, while Lexus continues to push electrification and experiential luxury.
- The move may nudge competitors to rethink their sub-brands and bespoke programs.
Toyota will also reveal several new models at the 2025 Japan Mobility Show, including an electric Corolla concept. The company's long-anticipated supercar won't appear there; it's slated to debut online on December 5, with a public premiere at the Tokyo Auto Salon in January 2026.
This restructuring underscores Toyota's confidence in multi-brand differentiation as a path to cover every premium segment of the global market. For enthusiasts, the reborn Century promises a return to hand-crafted opulence at the very top of Toyota's portfolio, while Lexus embarks on a future-facing journey of electric innovation and unconventional luxury.
'Expect less volume and more artistry' might be the concise summary: Century will aim for rarified prestige, Lexus will chase progressive luxury, and Toyota will keep building both scale and aspiration across its expanding global lineup.
Source: motor1
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