Toyota Officially Positions Century Above Lexus as Flagship Brand

The announcement comes directly from Akio Toyoda, chairman of Toyota, who explained that the repositioning of Century is intended to clarify its place within the company's brand structure. Historically, the Century has been synonymous with luxury in Japan, serving as a symbol of elegance and sophistication since its debut at the 1967 Tokyo Auto Show. Over the years, it has been the car of choice for Japanese executives, underscoring its status as a premier vehicle. In contrast, Lexus, which was introduced in 1989, has been known globally as Toyota's luxury division, yet it appears the company feels ready to expand the boundaries of its luxury offerings.

The decision to elevate Century to its own standalone brand was driven by the desire to allow Lexus more freedom to innovate without the constraints of being Toyota's top luxury brand. According to Simon Humphries, Toyota's chief branding officer, this change will enable Lexus to pursue innovative projects, such as the recent six-wheeled van concept. By freeing Lexus from the traditional expectations of a luxury brand, Toyota hopes to encourage more daring and creative vehicle designs that appeal to a broader audience.

The strategic move also reflects a broader trend within Toyota to differentiate its brand offerings. As Toyoda noted, the company's various brands, aside from Daihatsu, share common roots, making it essential to establish clear distinctions between them. This rebranding effort is not only about market positioning but also about corporate identity. Toyota aims to maintain its reputation as a mass-market manufacturer while allowing Century to cater to an exclusive clientele seeking bespoke luxury experiences.

The transition to making Century a flagship brand will also see the introduction of new models that highlight its luxury pedigree. Toyota has already teased a new Century coupe, set to be revealed at the upcoming Japan Mobility Show in Tokyo. This model is expected to embody the brand's new direction, offering a glimpse into the future of Toyota's high-end market strategy. The introduction of a coupe signifies a departure from the traditional sedan-centric lineup, suggesting a more dynamic approach to luxury car design.

As Toyota embarks on this new chapter, the automotive industry will be watching closely to see how the Century brand evolves. The move not only challenges the traditional luxury car market but also sets a precedent for how legacy brands can innovate and restructure in response to changing market dynamics. For consumers, this could mean more diverse and exciting options in the luxury segment, with Century positioned as the pinnacle of Toyota's automotive excellence.