In a significant strategic move that reshapes its luxury vehicle hierarchy, Toyota Motor Corporation has announced plans to establish Century as a standalone ultra-luxury brand positioned above Lexus in its corporate structure. This bold restructuring represents one of the most substantial organizational changes in Toyota's luxury vehicle strategy since the launch of Lexus.
Toyota's decision to elevate the Century nameplate into a full-fledged brand marks a historic shift in the company's premium vehicle strategy. The announcement, delivered by former Toyota president Akio Toyoda, positions Century as the new flagship brand above Lexus in the corporate hierarchy [1].
The transformation of Century from a single model into a comprehensive luxury brand is being showcased through new concept vehicles, demonstrating Toyota's commitment to expanding its ultra-luxury presence. The brand's future direction is being previewed through a striking new luxo-coupe concept, which suggests an ambitious product strategy for the newly independent marque [2].
The Century brand has historically been Toyota's most exclusive offering in Japan, and this elevation indicates Toyota's intention to compete more directly with ultra-luxury manufacturers globally. The move represents a strategic repositioning that could help Toyota capture a larger share of the premium vehicle market [1].
The announcement comes as Toyota prepares to showcase its vision for the Century brand at the Japan Mobility Show, where new concept vehicles will demonstrate the brand's future direction and technological capabilities [3].