Toyota turns the century into a leading brand above Lexus

Since its founding in 1989, Lexus has served as Toyota’s luxury brand and is positioned to compete with the likes of BMW, Mercedes and Audi. This strategy has succeeded for 36 years, with sales peaking last year at 851,214 units worldwide. However, Toyota is now changing its brand hierarchy by turning Century into an independent entity that sits above Lexus.

Rumors in Japanese media about Century becoming an independent brand were confirmed this week Toyota. Chairman Akio Toyoda revealed that his idea was to propose a brand “above Lexus”, believing that the Century should exist in a “class of its own”. He admitted that he was not very happy to see the Century sedan and SUV on display at Toyota’s booth during the 2024 Japan Mobility Expo.

Although it is the newest brand under the Toyota umbrella, Century predates Lexus by decades. The nameplate was introduced in 1967 as a sedan, and since then it has spanned three generations, with the second generation being the only Toyota to be powered by a V-12 engine. With few exceptions, the sedan remained exclusive to Japan. In 2023, the lineup expands with SUVs This marked the beginning of Century’s global ambitions, starting with entry into the Chinese market.

Looking to the future, Century will operate independently to “occupy the high-end market as the pinnacle of the pinnacle, one of one,” according to Simon Humphreys, Toyota’s chief brand officer. A Luxury coupe He will drive Century’s new positioning within the Toyota empire, with the slogan: “One of One. One in this world, of this country.”

Century will clearly focus on very low-volume, high-priced models, which is what Rolls-Royce is supposed to be. BMW Or Bentley to Audi and Volkswagen. The venerable coupe that will debut later this month at the 2025 Japan Mobility Show hints at vehicles far more extravagant than anything wearing a Lexus badge.

Where does this leave Lexus?

Lexus is also preparing to make big changes. Electric, six-wheeled, three-row The minivan concept is boxy It indicates that Toyota envisions a bold new direction for its long-standing luxury brand. Akio Toyoda says the LS name no longer means “luxury sedan” but rather “luxury space,” reflecting the brand’s evolving philosophy. He is confident that the unusual people carrier will reach production, although he admits that it will be a “huge challenge.”

He warned that my radical is triaxial L.S It won’t move forward unless it meets Lexus’ standards of “quietness, comfort and drivability on any road.” Humphries added that Lexus “will be more free to act” from now on, hinting that the global luxury brand will explore new ideas without “imitating anyone else.”

The LS minivan is described as “a new form of luxury car for the future,” a car that makes passengers “look great getting in and out.” Meanwhile, the traditional LS sedan that laid the foundation of the brand at the end of the 1980s will be discontinued after the 2026 Heritage Edition.

These details emerged during a live broadcast ahead of the 2025 Japan Mobility Expo, where Toyota will unveil several new models, including Corolla electric concept. However, the long-awaited supercar will not appear there. Instead, it is scheduled to debut online on December 5 before making its public debut in January 2026 at the Tokyo Auto Salon.