Ever since its founding in 1989, Lexus has served as Toyota’s luxury brand, positioned to take on the likes of BMW, Mercedes, and Audi. The strategy has worked well for 36 years, with sales peaking last year at 851,214 units worldwide. However, Toyota is now shaking up its brand hierarchy by spinning off Century into a standalone entity positioned above Lexus.
Rumors in Japanese media about Century becoming an independent brand were confirmed this week by Toyota. Chairman Akio Toyoda revealed it was his idea to propose an “above-Lexus” marque, believing Century should exist in “a class of its own.” He admitted he wasn’t too pleased to see the Century sedan and SUV displayed at the Toyota booth during the 2024 Japan Mobility Show.
Although it’s the newest brand under Toyota’s umbrella, Century predates Lexus by decades. The nameplate was introduced in 1967 as a sedan and has since spanned three generations, the second being the only Toyota ever powered by a V-12 engine. With few exceptions, the sedan has remained exclusive to Japan. In 2023, the lineup expanded with an SUV that marked the beginning of Century’s global ambitions, starting with entry into the Chinese market.
Looking ahead, Century will operate independently to “take on the high-end market as the top of the top, one of one,” according to Toyota’s Chief Branding Officer Simon Humphreys. A stately coupe will spearhead Century’s new status within the Toyota empire, under the banner: “One of One. One in this world, from this country.”
Toyota brands positioning
Photo by: Toyota
It’s clear Century will focus on ultra-low-volume, high-priced models—presumably what Rolls-Royce is to BMW or Bentley is to Audi and Volkswagen. The imposing coupe debuting later this month at the 2025 Japan Mobility Show hints at far more extravagant vehicles than anything wearing a Lexus badge.
Where Does That Leave Lexus?
Lexus is also preparing for major changes. The electric, six-wheeled, three-row boxy minivan concept suggests Toyota envisions a bold new direction for its long-standing luxury brand. Akio Toyoda says the LS name no longer stands for “Luxury Sedan” but “Luxury Space,” reflecting the brand’s evolving philosophy. He’s confident the unusual people carrier will reach production, though he acknowledged it will be a “huge challenge.”
He cautioned that the radical three-axle LS will only move forward if it meets Lexus’ standards for “quietness, comfort, and the ability to drive on any road.” Humphreys added that Lexus “will be freer to act” going forward, hinting the global luxury brand will explore new ideas without “copying anyone else.”
Photo by: Lexus
The LS minivan is described as “a new form of luxury car for the future,” one that makes occupants “look cool when getting in and out.” Meanwhile, the traditional LS sedan that laid the brand’s foundation at the end of the 1980s will be discontinued after the 2026 Heritage Edition.
These details surfaced during a live broadcast ahead of the 2025 Japan Mobility Show, where Toyota will unveil several new models, including an electric Corolla concept. However, the long-awaited supercar will not appear there. Instead, it’s scheduled to debut online on December 5 before making its public premiere in January 2026 at the Tokyo Auto Salon.