Century Emerges as Toyota’s New Premium Brand, Surpassing Lexus | Carscoops

      Chairman Akio Toyoda envisions a brand "above Lexus," believing that the Century should fulfill that role.

      Toyota is transforming Century into a standalone brand with global aspirations. This move will grant Lexus greater creative freedom, allowing it to focus more on innovation. Both brands will showcase their future directions at the Tokyo event with bold concept models.

      In revamping its luxury strategy, Toyota is distinguishing the Century nameplate as an independent brand while suggesting a broader global range. With Lexus already acting as the main premium label, concerns about potential overlap between the two brands are valid. However, Toyota assures that they have a strategy to maintain the uniqueness of Century while granting Lexus more operational independence.

      For those familiar with Japanese watchmaking, this scenario is reminiscent of Seiko, Grand Seiko, and Credor: all share the same parent but serve different markets. Toyota produces vehicles for the general public, Lexus caters to luxury consumers, and Century targets aficionados.

      Although Toyota encompasses a variety of entities, including the separate Crown series in Japan, we won't delve into that here.

      **Century's New Role**

      During a panel discussion before the Japan Mobility Show, Chairman Akio Toyoda elaborated on his decision to elevate Century's status within the brand hierarchy. He acknowledged that its identity had been somewhat vague thus far, stating that he envisions it as something “above Lexus.”

      Toyoda, known as Morizo, recognized that Toyota’s scale as a mass-production company tends to lead Lexus towards high-volume offerings. Nonetheless, he believes Lexus should strive to "go above and beyond" in its premium segments. Hence, Century will establish a completely new tier, existing “in a class of its own.”

      Currently, Century offers a two-model lineup: a traditional sedan that debuted in 1967 and a sizable SUV launched in 2023. The One of One concept, set to be unveiled in Tokyo, previews a potential luxury coupe featuring two doors and increased ground clearance.

      Toyota has also displayed interest in custom creations, highlighted by a distinctive Century SUV Convertible designed specifically for ceremonial parades, indicating a willingness to explore bespoke options akin to Rolls-Royce.

      **What's Next for Lexus?**

      Meanwhile, Lexus continues to operate across a wide range, with offerings stretching from the compact LBX SUV to the LS flagship sedan (though this won't last much longer) and the LX full-size SUV. Recently, the brand presented a Sports Coupe concept pointing towards an electric performance model. However, Toyoda’s ambitions for Lexus extend well beyond conventional expectations.

      The LS Concept, referring to Luxury Space, is a fully electric, six-wheeled, three-row minivan set to debut in Tokyo. According to Lexus, it represents more than just a design study; it embodies the brand’s vision of “a new form of luxury car,” potentially paving the way for the aging LS sedan's replacement.

      While reflecting on Lexus's inception in 1989, Toyoda expressed his desire for something innovative in its next flagship. He noted, “At that time, Toyota’s flagship was the Crown. Above the Crown were numerous European premium brands. The LS was the first attempt to position itself within that realm."

      Since then, the lineup has expanded, but they’ve chosen to revisit the essence of the LS and consider what the future of a chauffeur-driven Lexus flagship should look like, without being confined to a sedan. The guiding principles chosen for Lexus were “DISCOVER” and “not imitating anyone else.”

      **Division Between the Brands**

      Simon Humphreys, Chief Branding Officer and Design Head, elaborated on how the two brands will strategically coexist: “In a sense, Lexus will have the freedom to innovate. Lexus should consistently embrace challenges as a pioneer. Century will cater to the ultra-premium market as the pinnacle, truly one of a kind.”

      This differentiation is also reflected in each brand's new slogans. Century’s tagline is "One of One. One in this world, from this country," while Lexus's motto states, "Discover – We don’t copy anyone else."

      Together, these mottos encapsulate Toyota's “Brand Formation” graphic, outlining the hierarchy within its expanding luxury lineup.