In a strategic move that reshapes its global luxury hierarchy, Toyota Motor Corporation has announced it will elevate its prestigious Century nameplate into a standalone brand. The decision, revealed by Chairman Akio Toyoda, positions Century above Lexus to occupy the pinnacle of the automotive group’s portfolio, creating a new tier of ultra-luxury.
Speaking at a panel before the 2025 Japan Mobility Show, Toyoda articulated a vision where Century will exist in “a class of its own.” This repositioning clarifies the roles of Toyota’s flagship brands. While Lexus will continue to “go above and beyond” in the high-end luxury market, Century will now serve as the absolute apex, a symbol of bespoke craftsmanship and exclusivity.
This move resolves what was once an undefined identity for the Century, a model long revered in Japan but with an ambiguous global standing. Historically, the Century has been more than a car; it’s a rolling emblem of Japanese corporate and imperial prestige, often compared to a Japanese Rolls-Royce.
Crafting an Ultra-Luxury Legacy
The new Century brand will build upon the legacy of its two existing models: the iconic sedan, a symbol of Japanese tradition since 1967, and the recently launched SUV. However, the brand’s ambitions extend far further.
A glimpse into this future was recently offered by the striking “One of One” concept. This vehicle, a luxury coupe with elevated ground clearance, hints at a willingness to break conventional design rules in pursuit of exclusivity. Century’s history of bespoke creations, such as a specially commissioned convertible for formal ceremonies, underscores its commitment to personalized, coach-built luxury—a hallmark of the world’s most exclusive automakers.
Lexus: Forging a New Path in Electrified Luxury
With Century assuming the role of ultimate flagship, Lexus is now free to aggressively pursue its own evolution in the broader global luxury segment. Lexus boasts a diverse portfolio, from the popular ES sedan to the RX and LX SUVs.
Its future, however, looks decidedly innovative. The brand recently teased a vision of a “new form of luxury car”: a fully electric, six-wheeled, three-row minivan. This bold concept signals that Lexus intends to compete not just with traditional rivals, but to redefine the very concept of a premium people-mover through advanced technology and daring design.
In essence, Toyota is strategically dividing its luxury conquest. Century will embody the rarefied air of handcrafted, client-commissioned excellence, while Lexus will challenge the boundaries of technology and modern luxury on a global scale. This clear separation of powers sets the stage for an ambitious new chapter for both brands.
