Century: Toyota’s New Ultra-Luxury Brand Above Lexus, Explained

Toyota has announced the creation of a new ultra-luxury brand positioned above its existing Lexus lineup, signalling a shift in its global strategy. The move, revealed ahead of the Japan Mobility Show in late October, will focus on the Century nameplate, Toyota’s flagship model. Introduced in 1967, the Century has long symbolised Japanese craftsmanship and tradition, often used by senior government officials and the Imperial Household. By establishing Century as a standalone marque, Toyota plans to take what was once a domestic symbol of status and transform it into a global name competing with established luxury manufacturers such as Rolls-Royce and Bentley. The approach aims to strengthen Toyota’s position in the top-tier luxury market while redefining its brand structure.

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The Century has always represented a reserved form of luxury, built with attention to detail rather than visual showmanship. Produced in limited volumes, it has maintained exclusivity within Japan for decades. Toyota now intends to retain that reputation while expanding the Century’s profile for international markets. The goal is to establish a global identity distinct from both Lexus and Toyota’s mainstream models, presenting Century as a new expression of traditional craftsmanship aligned with modern market expectations.

Lexus will continue focusing on technology and performance, while Century will stand as the top offering within Toyota’s portfolio. This approach allows both brands to operate independently while targeting different customer bases, with Lexus pursuing innovation and Century focusing on custom-built exclusivity.

A concept model previewing the Century brand has already been shown, featuring a coupe-like limousine design with sliding doors and a refined interior. The vehicle highlights materials and details chosen for craftsmanship rather than display. Toyota plans to introduce hybrid powertrains for upcoming models, integrating its environmental goals with modern luxury standards.

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Toyota’s decision to enter the ultra-luxury segment reflects a wider industry trend where long-established manufacturers aim to expand upward into higher price segments. By making Century an independent brand, Toyota seeks to compete directly with global luxury names while maintaining a unique cultural identity. With expansion plans that include regions like China, Toyota aims to position Century as an international luxury marque rooted in Japanese heritage and consistent quality.