Toyota to position Century as standalone brand above Lexus

Toyota will turn its Century nameplate, primarily associated with a high-end sedan and SUV in Japan, into a standalone brand to take over the reins from its current luxury flagship, Lexus. It’ll exist in “a class of its own”, Toyota chairman Akio Toyoda said, explaining his decision to elevate the Century’s role within the brand hierarchy while speaking at a panel discussion ahead of the 2025 Japan Mobility Show. Lexus should “go above and beyond” in its upper segments, he added. 

1. Until now, Century’s identity was somewhat undefined: Toyoda 
2. Century sedan and SUV were first introduced in 1967 and 2023, respectively

Century’s current and future line-up

As mentioned above, Century currently sells a sedan and an SUV, which were first introduced in 1967 and 2023, respectively. Recently, Century took the wraps off its One of One concept, which could give birth to a luxury coupe with raised ground clearance. Century has also experimented with custom builds in the past, including a convertible made for ceremonies, showing its willingness in bespoke creations, something like Rolls-Royce.

Lexus current and future lineup

Compared to Century, Lexus’s global portfolio covers a wide range of models, including the ES sedan and the RX and LX SUVs. The brand recently teased a fully electric 6-wheeled, 3-row minivan. Lexus says it’s a look at “a new form of luxury car”.