Toyota Lexus Century

The first-generation CENTURY was born as a uniquely Japanese luxury car in 1967. This year marked 100 years since the start of the Meiji period and the 100th anniversary of Toyota Group founder Sakichi Toyoda's birth. After debuting its Cullinan-rivaling Century SUV in 2023, Toyota is reinforcing its lineup with an aesthetically appealing new coupe.

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.

Toyota is spinning off Century into a separate brand positioned above Lexus. Century will be in a 'class of its own' with lower-volume, higher. 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. Toyota's ultra-luxury Century brand emerges from Lexus's shadow. Prepare for opulence beyond imagination at the Japan Mobility Show 2025.

Century is now Toyota's new premium, halo, big boy brand, and it's going after the world's high-end car market. This is, frankly, quite excellent news. Toyota this week announced plans to launch a new ultra-luxury brand, Century, positioned above Lexus in its stable in the U.S.

Alongside the Toyota, Lexus, GR, and Daihatsu brand logos, it also featured the emblem of Toyota's flagship model, the Century. On social media, this fueled speculation that, rather than remaining a Toyota model, Century might spin off as a separate brand and indeed, these predictions proved spot on.