Toyota is redefining its approach to luxury, spinning its historic Century nameplate into a standalone brand while allowing Lexus to explore bolder, freer directions in the premium segment. The move positions Century as Toyota’s top-tier marque, targeting connoisseurs, while Lexus continues as the group’s mainstream luxury badge.
A Clearer Vision for the Century
During a panel discussion ahead of the Japan Mobility Show, Toyota Chairman Akio Toyoda, also known as Morizo, elaborated on the decision. Century, he admitted, has long lacked a clearly defined identity, often overshadowed by Lexus’ global reach. “I envisioned something above Lexus,” Toyoda said, signaling a new strategic tier for the brand.
Century’s current lineup comprises the traditional four-door sedan introduced in 1967 and a large SUV added in 2023. At Tokyo, Toyota previewed the One of One concept, a two-door coupe with raised ground clearance, hinting at a future direction for bespoke, limited-edition models. The brand has already experimented with highly specialized creations, including a ceremonial SUV Convertible, showcasing its willingness to rival ultra-luxury makers like Rolls-Royce in tailor-made commissions.
Lexus: A Playground for Innovation
With Century moving upmarket, Lexus is being given more room to innovate. The brand offers a broad portfolio ranging from the compact LBX SUV to the full-size LX SUV, alongside flagship sedans like the LS. Recently, Lexus unveiled a Sports Coupe concept and the radical LS Concept, a fully electric, six-wheeled, three-row minivan, demonstrating the brand’s willingness to challenge conventional luxury norms.
Toyoda emphasized that the LS Concept reflects Lexus’ ambition to redefine the future of luxury beyond traditional sedans. “We wanted to think about the next flagship without being limited to a sedan,” he said. The guiding philosophy for Lexus is “Discover – We don’t copy anyone else,” underscoring its mandate to pioneer and experiment.
Strategic Separation of Brands
Simon Humphreys, Toyota’s Chief Branding Officer and Design Head, explained how the two brands will coexist. “Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one,” he said.
This separation is reflected not just in the products but also in brand messaging. Century’s tagline, “One of One. One in this world, from this country,” conveys exclusivity and craftsmanship, while Lexus emphasizes innovation and originality. Together, the two brands define Toyota’s expanding luxury ecosystem.
Looking Ahead
Toyota’s reimagined strategy positions Century as a global ultra-luxury player while freeing Lexus to explore uncharted design and performance territories. By clearly delineating their roles, Toyota aims to avoid overlap and ensure that each brand caters to distinct customer aspirations—from bespoke elegance in Century to avant-garde experimentation in Lexus.
As Toyota navigates this new era of luxury, the automotive world will be watching to see how these two siblings coexist, compete, and redefine what it means to be a premium carmaker in the 21st century.
