Toyota redefines luxury with standalone Century brand debuting this October

On the Dash:

• Toyota is spinning off the Century into a standalone ultra-luxury brand above Lexus.
• The company will sell the new Century internationally and compete with top-tier brands like Rolls-Royce and Bentley.
• Lexus will focus on innovation and performance, while Century targets the “top of the top” luxury segment.

Toyota is transforming its flagship Century model into a standalone ultra-luxury brand positioned above Lexus, previewing the move this week ahead of its official debut at the 2025 Japan Mobility Show. The new Century brand aims to capture the luxury segment, competing directly with high-end rivals like Rolls-Royce and Bentley, and will be sold internationally for the first time.

First introduced in 1967 to mark Toyota founder Sakichi Toyoda’s 100th birthday, the Century has long been a symbol of prestige in Japan. Favored by high-ranking executives and officials, the model expanded into an SUV in 2023, built on Toyota’s latest plug-in hybrid system. The brand spinoff signals Toyota’s intention to offer a more exclusive luxury experience beyond its existing Lexus lineup.

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Former Toyota CEO Akio Toyoda pushed for the spinoff after noting that the Century’s role in the company had been unclear. He explained that while Lexus represents the established luxury brand within Toyota, the Century could serve as a higher-end offering, giving the company a vehicle capable of competing at the absolute top of the luxury market.

Toyota Chief Branding Officer Simon Humphreys said the move will allow Lexus to focus on innovation and performance, while the Century brand will target the ultra-luxury segment as Toyota’s most exclusive offering. This approach positions Lexus to continue its established role in premium luxury, while Century takes the spotlight in the high-end market.

The Century brand will be unveiled officially at the 2025 Japan Mobility Show in Tokyo, which opens to the press on Oct. 29 and to the public on Oct. 30. Other concept vehicles to debut include the Lexus LS Concept, a six-wheeled minivan, and an electric Corolla.