Toyota has officially announced that the Century nameplate will evolve into an independent ultra-luxury brand, positioned above Lexus in its global portfolio. The Century represents the pinnacle of Japanese ultra-luxury, similar to how Maybach signifies the ultimate luxury tier within the Mercedes-Benz brand. This strategic move marks a significant restructuring of Toyota’s premium brand hierarchy, separating the heritage-driven Century from the Lexus lineup. The decision follows the growing success of the Century SUV, launched in 2023, and reflects Toyota’s intent to compete directly with the most exclusive luxury marques in the world. The new brand will focus on chauffeur-oriented comfort and traditional Japanese hospitality, distinguishing it from Lexus’ more modern, tech-focused identity. Toyota’s leadership described the initiative as a step toward expanding Japan’s unique approach to luxury rather than mimicking European design philosophies.
Century’s Evolution: From State Car To Luxury Brand
The Century name has long been a symbol of prestige in Japan. It is the preferred choice of government officials, business leaders, and even members of the imperial household since its debut in 1967. Produced in limited numbers, the sedan became known for its understated design, V8 and V12 engines, and impeccable hand-built interiors. Toyota’s decision to transform it into a standalone brand comes after the successful introduction of the Century SUV, which broadened its appeal to new markets. The SUV, built on a plug-in hybrid platform with a 3.5-litre V6 engine, produces 406 HP and 510 NM of torque. It represents a blend of modern performance and traditional refinement. With the establishment of the new brand, Toyota plans to offer multiple body styles, including sedans, SUVs, and possibly limousines, all focused on craftsmanship and exclusivity. The brand’s emphasis seems to be on precision and individuality rather than mass production.
Lexus Redefined, Century Takes The Crown
Toyota’s decision also brings a realignment of Lexus’ role in the company’s global strategy. While Lexus will target the premium segment, the Century brand will focus on the ultra-luxury spectrum. Executives have indicated that Lexus will no longer aim to directly rival BMW or Mercedes-Benz, but instead carve its own path within premium electric mobility. Meanwhile, Century will represent Toyota’s ultimate expression of luxury, much like how Rolls-Royce functions within the BMW Group or Maybach within Mercedes-Benz. The company hinted that future Century models could be offered globally in limited volumes, appealing to collectors and high-end clients seeking Japanese craftsmanship. This repositioning showcases how Toyota is leveraging its heritage to shape a new identity in the luxury landscape.
