US TopBriefs

Menu
Menu
Menu
Menu

Why Toyota Lexus Century Brands Could Outshine Lexus

Picture of Jordan Grim

By Jordan Grim

toyota lexus century brands, century, Toyota century,toyota lexus century brands, lexus century suv, toyota luxury vehicles, century suv review, lexus luxury brands, toyota century 2023, high-end toyota models, lexus century price, toyota premium suvs, century toyota features, lexus vs century, toyota lexus integration, luxury century suv, toyota brand evolution, lexus century comparison, toyota luxury lineup, century suv specs, lexus toyota rivalry, premium toyota brands, toyota century interior, lexus high-end models, toyota luxury market, century suv performance, lexus century future, toyota elite vehicles, luxury suv brands, toyota lexus synergy, century toyota launch, lexus premium segment, toyota century usa, high-luxury toyota, lexus century rivals, toyota brand prestige, century suv luxury, lexus toyota merger, toyota luxury suv 2024, century features overview, lexus century specs, toyota premium brands, luxury century review, toyota lexus dominance, century suv interior, lexus luxury suv, toyota century prestige, high-end lexus models, toyota luxury future, century suv price, lexus brand expansion, toyota elite suvs, century toyota usa, lexus century performance, toyota luxury ranking, premium century suv, lexus toyota luxury, toyota century comparison, luxury toyota suv, century brand analysis, lexus high-premium, toyota lexus suv, century suv 2025, lexus century interior, toyota premium market, luxury brands toyota, century suv features, lexus vs toyota luxury, toyota century review, high-end century suv, lexus brand strength, toyota luxury specs, century toyota prestige, lexus premium suv, toyota elite brands, century suv comparison, luxury lexus lineup, toyota lexus prestige, century high-end suv, lexus toyota comparison, toyota luxury interior, premium century brands, lexus century usa, toyota suv luxury, century suv ranking, lexus elite models, toyota brand luxury, century performance review, lexus luxury future, toyota premium suv, century toyota specs, high-luxury lexus, lexus century price usa, toyota luxury rivals, century suv 2024, lexus brand premium, toyota century features, luxury suv century, lexus toyota elite, toyota high-end suv, century brand review, lexus luxury dominance, toyota premium lineup, century suv interior usa, lexus vs century suv, toyota luxury 2025, premium toyota suv, century lexus synergy, lexus high-end suv, toyota brand future, century suv prestige, lexus premium brands, toyota elite suv, luxury century features, lexus toyota market, toyota century usa price, high-premium toyota, century suv luxury review, lexus brand luxury, toyota lexus suv 2024, century toyota comparison, lexus elite suv, toyota luxury performance, premium century review, lexus century future usa, toyota suv prestige, century high-luxury, lexus toyota brands, toyota premium future, century suv specs usa,

Toyota has unveiled an ambitious strategy: raising Century from an elite Japanese model into a full-fledged, ultra-luxury marque sitting above Lexus. The move aims to reshape how the global luxury market sees Toyota’s hierarchy — and pit Toyota Lexus Century brands against names like Rolls-Royce and Bentley.

Table of Contents

Why Toyota Is Doing This

At a recent panel ahead of the 2025 Japan Mobility Show, Chairman Akio Toyoda explained that Toyota needed “something above, not Lexus, nor Toyota.” He pointed to Century’s legacy, saying, “We have the Century. That is the position of the Century.” Toyota is effectively clarifying its luxury ladder: from Toyota → Lexus → Century.

For Lexus, the separation is liberating. Simon Humphreys, Toyota’s chief branding officer, noted that by removing the burden of being “the top,” Lexus can take more creative risks. Century will embrace exclusivity, while Lexus pursues innovation.

The Legacy of Toyota Lexus Century Brands

Century’s origins date to 1967 — named in honor of founder Sakichi Toyoda’s 100th birthday. For decades it was reserved for Japan’s political elite, royalty, and business leaders. The design philosophy leaned conservative, insisting the car be a subtle symbol of dignity, not ostentation. Unlike many luxury cars that shout status, Century’s marketing has long emphasized craftsmanship, formality, and legacy. Century was modest in volume. Even its SUV variant (introduced in 2023) has been limited in output. Now Toyota intends to maintain that low production ethos as Century evolves into a brand.

What the New Century Brand Aims to Be

The centerpiece is the One of One concept — a bold coupe/SUV hybrid that hints at how Toyota envisions its ultra-luxury future. It features unconventional passenger doors (sliding in both directions), a repositioned front passenger seat for extra legroom, no rear window, and a high riding posture. The effect is muscular yet refined — modern luxury with theatrical flair. It’s still early days. Toyota hasn’t confirmed whether the One of One concept will reach production. Powertrain details remain under wraps. But as a design manifesto, it sets the tone: Century is not bound to existing luxury formulas.

Limited Production & Global Ambitions

Today, Toyota sells just two models under the Century name in Japan:

  • A luxury sedan with a 5.0L V8 hybrid system (redesigned in 2018)
  • An SUV launched in 2023 using a 3.5L V6 plug-in hybrid
  • Pricing is steep: the sedan starts near US $180,000, the SUV around $170,000. Manufacturing is extremely limited — just dozens of units per month.

Toyota is expanding cautiously. China has already received the SUV through Lexus dealers. The UAE is expected to follow in 2026. But as of now, there’s no firm plan to bring Century to the U.S. Toyota says it’s “studying” it. Several Lexus dealerships designated to offer Century will staff a specialized “Century Meister” — a luxury concierge trained to deliver hyper-personalized service.

Comparing Toyota Lexus Century Brands — A New Hierarchy

One useful analogy is luxury watchmaking: under Seiko, you have Grand Seiko and Credor targeting different strata. Toyota now wants Lexus and Century to play distinct luxury roles under its umbrella. The idea is: Lexus stays bold and experimental; Century becomes the quiet apex of opulence.

But competing with European ultra-luxury icons won’t be easy. Toyota is banking on Japanese craftsmanship, reliability, and brand trust to resonate with a specific niche of buyers. Whether that niche is large enough is the bet.

What This Means for U.S. Buyers & the Market

For now, U.S. drivers won’t see Century showrooms on American soil — the brand is still evaluating entry. But its positioning could influence Lexus in the U.S.: as Lexus becomes more adventurous, the halo effect of Century could trickle down.

If it does launch in the States, expect hyper-limited imports, elevated pricing, and tailored experiences (e.g., private previews, extended concierge service). Century may act as Toyota’s statement: that it’s not just building luxury cars, it’s building legends.

Related Post

Scroll to Top