Toyota Officially Positions Century Above Lexus as Its New Flagship Brand

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In a bold move that’s shaking up the automotive world, Toyota Motor Corporation has officially elevated its legendary Century nameplate into a standalone ultra-luxury brand — positioned above Lexus in the company’s brand hierarchy. The announcement was made at the 2025 Japan Mobility Show in Tokyo, marking one of the most significant strategy shifts in Toyota’s luxury segment ever.

Century: From Cult Classic to Ultra-Luxury Brand

For decades, the Toyota Century was known as the quiet choice of Japanese elites, government officials, and even members of the Imperial House — a handcrafted limousine built with extraordinary attention to detail and craftsmanship.

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But now Toyota isn’t just selling Century vehicles — it’s creating a new global brand. The move officially places Century above Lexus, Toyota’s luxury marque since 1989, and signals Toyota’s intent to compete in the ultra-luxury segment against the likes of Rolls-Royce, Bentley, and Maybach.

Why Toyota Made the Shift

Toyota’s chairman, Akio Toyoda, explained the logic behind the decision: while Lexus has thrived as the group’s luxury badge, the company needed something that could truly embody the highest tier of exclusivity and craftsmanship — not just luxury. In Toyoda’s view, “Lexus was like the eldest son,” steady and dependable, but Century represents a new pinnacle.

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This realignment allows:

What the New Century Brand Will Look Like

The Century brand will build on Toyota’s deepest traditions of craftsmanship and cultural heritage — blending meticulous Japanese artistry with cutting-edge luxury engineering. Early models signal this ambitious vision:

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Century vehicles will be hand-assembled in Japan, emphasizing personalized touches, refined comfort, and low production volumes — hallmarks of ultra-premium marques.

Global Ambitions Beyond Japan

Although the Century brand’s roots are deeply Japanese, Toyota is moving aggressively toward global expansion. The brand’s ultra-luxury models are already offered in China through select Lexus dealerships, and expansion into the UAE and possibly the United States is actively being studied.

Interestingly, in certain markets Century cars will still be sold through Lexus showrooms, with highly specialized Century sales consultants — called “Century Meisters” — to guide VIP customers through bespoke experiences.

What This Means for Lexus

With Century now at the very top of Toyota’s luxury pyramid:

  • Lexus will focus more on innovation, exploring bold concepts like a futuristic six-wheel luxury van while embracing design freedom.

  • Lexus can push boundaries in performance, technology, and lifestyle luxury without needing to be Toyota’s ultimate statement.

A Strategic Gamble With Huge Upside

Toyota’s decision to elevate Century could redefine how the Japanese automaker competes with European ultra-luxury brands. The success of this new flagship brand will depend on maintaining handcrafted exclusivity while resonating with wealthy global buyers.

If Century delivers on its promise — combining meticulous Japanese craftsmanship with world-class luxury — Toyota could usher in a new era for luxury automobiles… one that may redefine the benchmarks for prestige, performance, and refinemen

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