Chairman Akio Toyoda envisions the Century as a new pinnacle of Japanese luxury, distinct from Lexus.
16 Oct 2025 | 5525 Views | By Akbar Merchant
Toyota is spinning off the Century nameplate into a standalone brand, positioning it above Lexus as the new flagship for ultimate refinement and craftsmanship.
This development was announced by Toyota Chairman Akio Toyoda — also known by his racing pseudonym Morizo during a panel discussion ahead of the Japan ...
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Toyota is spinning off the Century nameplate into a standalone brand, positioning it above Lexus as the new flagship for ultimate refinement and craftsmanship.
This development was announced by Toyota Chairman Akio Toyoda — also known by his racing pseudonym Morizo during a panel discussion ahead of the Japan Mobility Show. He explained his decision to elevate Century’s role within the brand hierarchy. “Until now, its identity was somewhat undefined,” he said. “I wanted something above Lexus.”
The move redefines Toyota’s premium ecosystem. While Lexus remains the luxury brand for global markets, Century will target the most discerning customers — much like Credor sits above Grand Seiko in the Seiko watch family. In Toyoda’s analogy, Toyota serves the masses, Lexus handles the luxury crowd, and Century now caters to the connoisseurs.
What will be Century’s New Role?
The Toyota Century brand currently comprises two models: a traditional chauffeur-focused sedan that dates back to 1967, and a Century SUV that was revealed in 2023, aimed at buyers seeking stately comfort in a modern format.
The latest One of One Concept, revealed in Tokyo, hints at a third model — a two-door luxury coupe with raised ride height — expanding the brand’s reach into bespoke, low-volume creations. Toyota has already experimented with this philosophy through a one-off Century SUV Convertible made for ceremonial processions, echoing the customisation culture of brands like Rolls-Royce and Bentley Mulliner.
What does this mean for Lexus?
Lexus, meanwhile, continues to broaden its range — from the compact LBX SUV to the flagship LS sedan and LX SUV. But Toyoda believes the brand’s role should evolve. As a large-scale luxury manufacturer, Lexus often focuses on higher-volume segments. The creation of Century as a separate marque gives Lexus freedom to “go above and beyond” in design and technology without diluting Toyota’s ultra-luxury ambitions.
Expect more details on the new Toyota Century brand closer to or at the upcoming Japan Mobility show that starts in the coming weeks.