Toyota revealed its brand strategy moving forward in mid-October, which consists of the brands under its umbrella being restructured to refine their focus and ultimate mission in the global automotive world. Of course, we see mention of Toyota, Lexus, and GR, but we also learn of Daihatsu’s plans, as well as a name many may not be familiar with in terms of brand recognition, Century.
While those aware of its existence know it as a super-luxury model in the Toyota lineup, Akio Toyoda felt the name, as well as its mission, were not as defined as they deserve to be. This led the Japanese firm to separate the Century name from the Toyota brand and instead make it a standalone brand itself. The team says the Century brand aims “to be like no other”, with previews of what’s to come revealed for the Japan Mobility Show 2025.
Century Breaks Free From The Toyota Line-Up To Offer Next-Level Luxury
The Toyota Century was created to be the pinnacle of luxury — something special for the buyers who want more than what Lexus offers. As the flagship model, it stood head and shoulders above any Toyota-branded model, simply opulent from screw to stitch. That said, Chairman Akio Toyoda admits that the super-luxe model didn’t have a defined place in the Toyota lineup, as Lexus is the firm’s luxury brand.
In the reveal on Toyota Times, Chief Branding Officer Simon Humphries explained that Lexus is the premium brand and should continue to push forward as a pioneer, while Century, now a standalone brand, sets its sights on the high end as the ‘Top of the Top, One of One’. Simply put, Century will be a step above Lexus in terms of all-out luxury, which says a lot, as Lexus is a pretty premium brand with decades of superb work. This move also serves to give Lexus more freedom to create and innovate without the underlying responsibility of carrying Toyota’s luxury offerings alone.
Model Reveals Prove That Century Is Gunning For The Top Spot
Concepts introduced for the Japan Mobility Show 2025 give us a glimpse at what we can expect from Century-branded models, and boy, are they imposing. We see three models: a coupe, a sedan, and an SUV, all of which give the initial impression of a pinnacle-level class. Think Rolls-Royce, Bentley, Maybach — the vehicles that, when you see them, your immediate thought is “the owner has at least three mansions.”
Toyota plans to make Century a global brand, whereas previous Century models were primarily produced for Japan only, though this, like many ventures embarked upon by the Japanese automaker, will be slow, cautious, and calculated, with no defined roll-out schedule as of right now. More details are set to be revealed at JMS 2025, and we’re expecting some very posh vehicles that will no doubt make Lexus’s offering look more pedestrian by comparison.
Sources: JMS 2025, Toyota Times
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