Introducing Century, Toyota's New Car Brand that Will Offer Even More Luxury than Lexus

Introducing Century, Toyota's new car brand that will offer even more luxury than Lexus

For years, the Toyota Century was a car reserved for Japan's elite. Now, Akio Toyoda wants it to represent a new global brand above Lexus.

Toyota plans to position Century brand above Lexus

Twenty years ago, any visitor to Tokyo would have noticed the occasional long, sleek, black sedan plying its way through the bustling streets, a whale shark among the guppy-sized kei cars. Powered by the only production V12 to be built by a Japanese automaker, this car was called the Toyota Century, and it was the transportation of choice for the elite of the business world and politics. Now, Toyota president Akio Toyoda wants to take the phenom…

It’s official: step aside Lexus, Century is Toyota’s new top, big boy brand

And that apparently means Lexus can take more ‘challenges’

Toyota Turns Century Into Flagship Brand Above Lexus

Toyota is spinning off Century into a separate brand positioned above Lexus. Century will be in a 'class of its own' with lower-volume, higher-end products.

Century Brand Proclaimed As Top Dog - Is Lexus Now Toyota's Buick? - AutoSpies Auto News

Century Brand Proclaimed As Top Dog - Is Lexus Now Toyota's Buick?

Century Breaks Free To Become Toyota’s New Flagship Brand Above Lexus

Toyota elevates Century into a standalone brand with global ambitions. Lexus will gain more creative freedom, focusing more on innovation. Both brands will preview their future in Tokyo with radical concept models. Toyota is reworking its luxury strategy, spinning the Century nameplate into a standalone brand while hinting at a wider, more global lineup. With Lexus already serving as the group’s main premium badge, it’s fair to wonder if the two…