Toyota Clarifies Century Spinoff and the New Position of Lexus | Carscoops

      The brand rethink opens up new opportunities and is expected to lead to intriguing products.

      Toyota has clarified how Century and Lexus will operate as distinct luxury brands.

      Century will focus on the ultra-luxury segment, whereas Lexus will remain a premium alternative.

      Lexus now has the freedom to innovate and "lead as a pioneer" in design.

      Earlier this month, Toyota revealed its intention to establish Century as an ultra-luxury brand. This was somewhat surprising as Century currently offers only two models, a sedan and an SUV, which are largely unknown outside of Japan.

      The company's in-house publication has now attempted to shed light on this decision, attributed to Toyota Chairman Akio Toyoda. He felt that "Century didn’t have a clearly defined position" within the brand lineup, prompting its establishment as a standalone entity.

      More: Century Emerges as Toyota’s New Flagship Brand Above Lexus.

      While Lexus maintains its status as the premium choice, “Century stands apart in a class of its own.” Nevertheless, Toyoda believed that Century was hindered by its Toyota branding. It would be comparable to placing a Volkswagen logo on a Bentley – not an option if aiming to compete at a higher level.

      Importantly, this spinoff suggests a likely expansion of the Century lineup, potentially reaching more markets. It remains unclear if this plan will come to fruition, but the brand did showcase a high-riding coupe concept at the Japan Mobility Show.

      Lexus Gains More Autonomy

      Though the spotlight is on Century, Toyota’s Chief Branding Officer, Simon Humphries, indicated that this change will allow Lexus to “operate with greater freedom.” He added that Lexus can now “lead as a pioneer,” while Century focuses on luxury.

      The automaker asserts that this transition empowers Lexus to "take bolder risks," such as reimagining the LS as a six-wheeled premium minivan. Originally, LS represented “luxury sedan,” but it is now being redefined as “luxury space.”

      After years of competing with BMW and Mercedes, Toyoda expressed the desire to “move beyond imitation to improvement and innovation. I believe it's time for our vehicles to advance into the world of innovation.”