Does Toyota Have A Luxury Brand
Whether you're looking for standout design, impressive performance, cutting edge tech, comfortable interiors, or all of the above, these Toyota premium car models offer something for those looking for a premium driving experience. Which Automaker Owns Lexus? Lexus is Toyota's luxury brand. The Japanese automaker launched Lexus in 1989 with two sedans, the flagship LS and mid.
After debuting its Cullinan-rivaling Century SUV in 2023, Toyota is reinforcing its lineup with an aesthetically appealing new coupe. The shuffle of brands will move Lexus from its position as Toyota's premier luxury brand and turn Century into a fully. Toyota's ultra-luxury Century brand emerges from Lexus's shadow.
Prepare for opulence beyond imagination at the Japan Mobility Show 2025. The Toyota brand isn't necessarily associated with luxury - that's what Lexus is for. Still, there have been some very plush Toyotas produced over the years.
How does Toyota plan to compete with an "ultra-luxury" brand that still sells outdated ICE vehicles? We will over the coming months and years as new sales data is released. 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 redefined its luxury hierarchy, dethroning Lexus and positioning the historic Century brand as its new ultra.
Toyota launches the Century brand at the Japan Mobility Show. An ultra-luxurious 4-door coupe will be its first offering, taking on Bentley and Rolls.
