Toyota Luxury Brand For Lexus
After debuting its Cullinan-rivaling Century SUV in 2023, Toyota is reinforcing its lineup with an aesthetically appealing new coupe. Toyota is officially spinning the Century badge into its new flagship brand, according to chairman Akio Toyoda. The shuffle of brands will move Lexus from its position as Toyota's premier luxury.
Toyota's ultra-luxury Century brand emerges from Lexus's shadow. Prepare for opulence beyond imagination at the Japan Mobility Show 2025. Toyota this week announced plans to launch a new ultra-luxury brand, Century, positioned above Lexus in its stable in the U.S.
Toyota has unveiled a major brand shift, replacing its premium leader with a historic nameplate known for understated luxury and traditional craftsmanship. Key Points Toyota plans to expand Century as a separate, ultra-luxury brand above Lexus. Century models feature exclusive design, luxury features, and can cost over $200k in Japan.
Lexus is also preparing for major changes. The electric, six-wheeled, three. With a number of iconic models over the years, Lexus flew the flag for Toyota as its top luxury brand.
The fabled Japanese sub-brand is currently the largest premium car manufacturer in Japan, holding down the fancy fort while its parent company, Toyota, has been focusing heavily on mass. Toyota outlined how Century and Lexus will coexist as independent luxury brands. Century will target the ultra-luxury class, while Lexus remains a premium offering.
Lexus gains freedom to innovate. For years, the Toyota Century was a car reserved for Japan's elite. Now, Akio Toyoda wants it to represent a new global brand above Lexus.