Toyota has formally repositioned its Century luxury line as a standalone brand above Lexus in its hierarchy. Car and Driver Chairman Akio Toyoda explained that the restructuring will allow Lexus to explore more daring designs and push boundaries, while Century takes on a more refined, ultra‑luxury identity. Car and Driver
What’s Changing & Why It Matters
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The Century name, historically reserved for executive sedans in Japan, now has broader ambitions. Car and Driver+2Autoweek+2
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In 2023, Toyota already expanded the Century line by introducing an SUV model, and now the automaker is leaning into the idea of creating a distinct brand identity for Century. Autoweek+2Wikipedia+2
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As part of the rebrand, Toyota teased a “One of One” coupe concept that blends luxury design cues with exclusivity. Autoweek+1
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Toyota’s marketing and branding officials say the shift gives Lexus “space” to be more experimental, while Century can serve as the premium, ultra‑exclusive line. Car and Driver+2Autoweek+2
Current Models & Market Strategy
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Prior to this change, Century was mostly a Japan‑market brand. Wikipedia+2トヨタ自動車株式会社 公式企業サイト+2
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The sedan version remains in production, now joined by the SUV variant launched in 2023. Wikipedia+1
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Toyota has not confirmed immediate expansion into the U.S. for Century, but observers see this as groundwork for possible global ambitions.
(Photo by Kevin Carter/Getty Images)
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