By Lexus is embarking on the most significant transformation in its 36-year history as Toyota redefines the hierarchy of its brands — positioning Century as the pinnacle of the group. However, according to car.news, the exact identity and relationship between Lexus and Century are still being refined within the company.
Recently, Toyota — the world’s largest automaker — announced a reorganization of its five brands. The lineup now begins with Daihatsu (focused on compact mobility and not sold in many international markets), followed by Toyota, GR (Gazoo Racing), Lexus, and finally Century at the top.
Century, once the name of Toyota’s flagship luxury sedan reserved mainly for Japan’s imperial family and elite officials, has now evolved into a standalone luxury brand. Following the debut of its high-end SUV in 2023, Toyota is reportedly studying the possibility of introducing Century to new global markets, including Australia.
Akio Toyoda, Chairman of Toyota, noted that “Century didn’t have a clearly defined place” in the company’s brand architecture until now. According to car.news, this restructuring aims to clarify each brand’s mission and eliminate overlap, giving each a distinct customer value and long-term vision.
Toyota’s Chief Branding Officer, Simon Humphries, emphasized that Lexus will remain Toyota’s premium brand but with a greater degree of creative freedom. “Lexus can now take more risks,” Humphries explained, introducing a new ‘Discover’ theme for the marque. He added that “Lexus should continue to push forward as a pioneer, while Century sets its sights on the high end as the ‘Top of the Top, One of One.’”
In an interview with CarExpert in Tokyo, Lexus President Takashi Watanabe elaborated that each Toyota sub-brand now has a distinct focus. For Lexus, the mission centers on electrification — exploring how electric technology can redefine performance and sustainability. GR, meanwhile, will continue to lead innovations in hydrogen and internal combustion, while Toyota focuses on hydrogen fuel-cell advancements.
Lexus Australia’s Managing Director, John Pappas, added that Lexus will continue to compete with established luxury automakers like BMW and Mercedes-Benz but will aim to “lift the brand experience, products, and services to another level.”
He explained that as Lexus evolves upward, it must also consider how the emerging Century brand complements its positioning. “Luxury customers now expect more from every interaction — more personalization, more emotion, more innovation,” Pappas said, emphasizing that the brand’s journey of discovery has just begun.
At the Japan Mobility Show 2024, Lexus showcased its bold new direction with a V8-powered supercar and two futuristic LS concepts — one a coupe SUV, the other a six-wheel luxury people mover. Meanwhile, the newly established Century brand unveiled an elegant coupe concept, signaling its ambitions to dominate the ultra-luxury space.
Both brands appear ready to redefine the future of Japanese luxury — one through innovation and discovery, the other through timeless exclusivity.
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