Toyota crowns a new heir: Century rises above Lexus
Toyota is redrawing its brand hierarchy. Company chairman Akio Toyoda announced at a recent conference that the revered Century will soon gain greater independence and take a position even above Lexus. The aim is to shape Century into a true upper-luxury sub-brand, one that embodies quiet opulence and traditional Japanese elegance.
Until now, the Century name has stood for an exclusive limousine reserved for Japan’s elite. Under the new strategy, it will represent the pinnacle of Toyota’s luxury offering. According to Toyoda, the brand will focus on limited-production models, including bespoke, commission-built vehicles. The existing Century Cabriolet already hinted at this new direction, serving as an early experiment in broadening the nameplate’s appeal.
Lexus will remain Toyota’s premium marque, but its mission is shifting. It will move toward a more mainstream, design-led and innovation-driven segment. Century, by contrast, will retain a conservative ethos, offering what Toyoda described as “quiet dignity.”
Toyota has not confirmed when the Century range will expand, but clues are expected at the upcoming Japan Mobility Show, where the company plans to unveil several unexpected concepts, including a two-door coupé-SUV under the Century banner.
It appears Toyota is preparing to compete in a higher league, one where luxury is not just about comfort but about status and timeless grace. In that world, the Century will take on the role once meant for Lexus, this time wrapped in an even softer shade of prestige.
