Toyota is reshaping the way it approaches luxury vehicles. For decades, Lexus has been the company’s high-end offering — known for comfort, craftsmans
Toyota is reshaping the way it approaches luxury vehicles. For decades, Lexus has been the company’s high-end offering — known for comfort, craftsmanship, and technology. Now, Toyota is going even further by turning its prestigious Century nameplate into a standalone brand, sitting above Lexus in the hierarchy.
A New Luxury Tier Is Born
The Toyota Century has long been a symbol of quiet prestige in Japan. Traditionally available as a chauffeur-driven sedan, the name recently expanded to include a luxury SUV. Under Chairman Akio Toyoda’s direction, the plan is to evolve Century into a boutique, ultra-premium brand that represents the pinnacle of Japanese craftsmanship — a space where exclusivity and heritage take priority over mass appeal.
Lexus: Innovation Without Limits
While Century will cater to elite clients seeking exclusivity, Lexus will focus on pushing boundaries in design and innovation. Expect more daring concepts, new body styles, and advanced electrified drivetrains. Lexus’s mission is to redefine what modern luxury can be — offering technology-driven performance and style that appeal to a global audience.
Two Distinct Identities
Toyota’s new structure separates its luxury brands with clear intent:
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Century – Tailored, handcrafted, and ultra-exclusive. A luxury brand that embodies refinement and tradition.
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Lexus – Bold, experimental, and forward-thinking. A brand built for innovation and progressive design.
Century’s vision is summed up by the tagline “One of One. One in this world, from this country,” while Lexus lives by “Discover — We don’t copy anyone else.”
A Smart Move for Toyota
By defining these two luxury tiers, Toyota avoids overlap and competition between its own brands. Century will serve the ultra-luxury clientele, while Lexus continues leading innovation for the broader luxury market. Together, they position Toyota to compete across the full spectrum of premium automotive experiences — from attainable luxury to bespoke exclusivity.
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