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New Delhi: Since the founding of Lexus in 1989, it has been Toyota’s response to luxury brands like BMW, Mercedes and Audi, positioned as their luxury brand. For more than three decades, this strategy has been profitable for Toyota. Now the Japanese carmaker has had a little brand hierarchy shape up with the introduction of Century as a separate entity placed above even Lexus.
For a while, the rumours of Century becoming independent were strong, and now Toyota have confirmed this with Chairman Akio Toyoda revealing that it was his idea to have an “above-Lexus” marque, Century, that should be a segment of separate entity. However, he noted that the sedan and SUV from Century shown at the Toyota booth during the 2024 Japan Mobility Show had left him unimpressed.
Century might be the newest in the brand’s umbrella, but it predates Lexus by at least a decade. The nameplate came with a sedan in 1967 and, since then, has spanned into three generations, the second one being Toyota’s only V12-powered vehicle. With a few exclusives, the sedan has mostly been exclusive to Japan.
In 2023, the portfolio increased with an SUV that started Century’s global ambitions by starting an entry into the Chinese market as well. In the future, Century will operate independently and take up “high-end market” as quoted by Toyota’s Chief Branding Officer, Simon Humphreys. A stately coupe will be engineering Century’s new status in the Toyota world.
Century will clearly look at ultra-low-volume, high-priced models and will act as the Rolls-Royce and Bentley are to BMW and Volkswagen. The coupe on offer from the brand is supposed to debut at the 2025 Japan Mobility Show, being a more extravagant car than anything Lexus has ever made.
While there is a huge demand for ultra-luxury limited edition cars in India, it might be some time before Toyota can consider bringing the Century in India.
For Lexus, there is still a portfolio to talk about with the likes of the EV six-wheeled, three-row boxy minivan concept that clearly shows Toyota envisions a bold new direction for their luxury brand. Akio Toyoda feels the LS title is no longer for “Luxury Sedan” but for “Luxury Space”, showing the brand’s approach.
He is confident the unusual people carrier will reach the production stage despite the challenges. However, he feels this is the pathway for the LS to move, in order to achieve high standards in “quietness, comfort, and the ability to drive across any terrain.
