Chairman Akio Toyoda wants something “above Lexus,” and he believes the Century should fill that role
Toyota is reworking its luxury strategy, spinning the Century nameplate into a standalone brand while hinting at a wider, more global lineup. With Lexus already serving as the group’s main premium badge, it’s fair to wonder if the two might start stepping on each other’s toes.
However, Toyota says it has a plan to keep Century separate, while sparing Lexus a new kind of freedom.
For anyone versed in Japanese watchmaking, think Seiko, Grand Seiko, and Credor: same parent, different purposes. Toyota builds the cars for the masses, Lexus handles the luxury crowd, and Century courts the connoisseurs.
Though much like Seiko, the Toyota group has many more more ambiguous entities, such as the separate Crown series in Japan. But that’s a rabbit hole we won’t go down here.
Century’s New Place
During a panel discussion ahead of the Japan Mobility Show, Chairman Akio Toyoda explained his decision to elevate Century’s role within the brand hierarchy. He admitted that until now, its identity had been somewhat undefined, adding that he envisioned something “above Lexus.”
More: Toyota’s Century Concept Can’t Decide If It’s A Coupe, SUV Or Minivan
Morizo, as Toyoda is known, acknowledged that Toyota’s scale as a mass-production manufacturer often influences Lexus to rely on high-volume models.
Still, he believes Lexus should “go above and beyond” in its upper segments. For that reason, Century is set to occupy a new tier altogether, existing “in a class of its own.”
Century currently has a two-model lineup with a traditional sedan that was originally introduced in 1967, and a large SUV that debuted in 2023. The One of One concept, debuting in Tokyo, previews a possible luxury coupe with two doors and a raised ground clearance.
The company has also shown a taste for bespoke creations, such as a unique Century SUV Convertible designed specifically for ceremonial parades, signaling its willingness to explore tailor-made commissions, much like Rolls-Royce.
What Comes Next For Lexus?
Lexus, meanwhile, continues to operate across a broad spectrum, offering everything from the compact LBX SUV to the LS flagship sedan (though, not for long) and the LX full-size SUV. Recently, the brand also showcased a Sports Coupe concept that hints at an electric performance model. But Toyoda’s ambitions for Lexus go well beyond the expected.
More: Lexus Seriously Wants To Replace LS With This Absurd Six-Wheel Minivan
The LS Concept, short for Luxury Space, is a fully electric, six-wheeled, three-row minivan set to debut in Tokyo. According to Lexus, it’s more than a design experiment, as it represents the brand’s vision for “a new form of luxury car,” one that might even succeed the aging LS sedan.
Reflecting on the origins of Lexus in 1989, Toyoda explained his desire for something forward-looking in its next flagship.
“At the time, Toyota’s flagship car was the Crown. Above the Crown, there were many European premium brands. The LS was the first car to attempt to fit in there,” he said.
“Since then, we have expanded our lineup, but we decided to go back to the origins of the LS and think about what kind of car the future chauffeur-driven Lexus flagship should be, without being limited to a sedan. The words chosen to represent the direction of the Lexus brand were “DISCOVER” and “not imitating anyone else.”
How The Brands Divide
Simon Humphreys, Chief Branding Officer and Design Head, clarified how the two brands will coexist strategically:
“In a sense, Lexus will be freer to act. Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one.”
That distinction carries through even in the brands’ new mottos. Century’s message reads, “One of One. One in this world, from this country,” while Lexus’s line states, “Discover – We don’t copy anyone else.”
Together, they form the essence of Toyota’s latest “Brand Formation” graphic, which maps out the hierarchy within its expanding luxury portfolio.
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Thanos Pappas, a product design engineer by trade, has been wading through automotive journalism for… Read full bio
