Century Becomes Toyota's Most Luxurious Brand, Occupying the Segment Above Lexus

KatadataOTO – Century is one of Toyota's luxury car product lines with quite limited models, namely the Sport Utility Vehicle (SUV) and sedan.

The brand is also arguably not very well-known outside of Japan, when compared to Toyota and their premium sub-brand Lexus.

Nevertheless, Toyota has decided to spin off Century as its own brand, occupying the segment just above Lexus.

This strategy of targeting various types of consumers through sub-brands is not new. Recently, a similar approach has also been taken by various manufacturers from China.

Photo : Toyota

There is BYD, which sells several models in the premium class under the names Fang Cheng Bao, Denza, and Yangwang.

Then there's Chery, which has many sub-brands to reach more consumers, such as Jaecoo, iCar, and Lepas.

“We want to move from imitation to development and innovation,” said Simon Humphries, Toyota Chief Branding Officer, as quoted by Carscoops on Monday (27/10).

According to Simon, this brand separation also allows the Lexus portfolio to become more varied and focused on the premium segment.

Century will be a brand that presents an ultra-premium and more personal character for its customers, competing with other renowned brands like Bentley and Rolls Royce.

For example, the Toyota Century SUV Convertible allows the model to have an open roof according to the user's needs.

This is the customization that Century offers and is not available from other Toyota brands, including Lexus.

“I think it's time for some of our vehicle lines to advance further in the realm of innovation,” Simon affirmed.

Century will launch as Toyota's flagship brand at the Japan Mobility Show 2025 towards the end of October.

For its debut at the show, Toyota has prepared a concept model titled 'One of One, From Japan to the World'.

Photo : Toyota

The presence of this prototype is intended to reinforce Toyota's status as one of Japan's prides and its long history in the automotive field.

Toyota has not yet revealed the detailed technical specifications of the One of One concept car, but the product is believed to be created to fill the premium electrification line.

The Century's debut can be seen live at the Japan Mobility Show 2025, from October 30 to November 9, 2025.