- Toyota elevates Century into a standalone brand with global ambitions.
- Lexus will gain more creative freedom, focusing more on innovation.
- The brands preview their future in Tokyo with a pair of radical concepts.
Toyota is reshaping its luxury portfolio, elevating the Century nameplate into a standalone brand while hinting at a global expansion with a wider range of models. With Lexus being the premium brand of the group, some of us wondered if their roles could collide. However, Toyota has a clear plan to keep Century separate, while sparing Lexus a new kind of freedom.
During a recent announcement and panel discussion ahead of the Japan Mobility Show, Chairman Akio Toyoda spoke about his decision to upgrade the role of Century within the lineup. He said that its place had not been clear until today, adding that he wanted an “above-Lexus”.
More: Toyota’s Century Concept Can’t Decide If It’s A Coupe, SUV Or Minivan
Morizo admitted that since Toyota is a mass-production manufacturer, Lexus ends up borrowing cars that sell in large quantities. Still, the brand “needs to go above and beyond” in higher-end segments. Toyoda believes that Century should take up that role being in “a class of its own”.
Century currently has a two-model lineup with a traditional sedan that was originally introduced in 1967, and a large SUV that debuted in 2023. The One of One concept, debuting in Tokyo, previews a possible luxury coupe with two doors and a raised ground clearance.
Furthermore, the company has shown a willingness to experiment with bespoke commissions, including a one-off Century SUV Convertible designed for parades.
On the other hand, Lexus has a vast lineup of models ranging from the LBX small SUV all the way to the LS flagship sedan and LX full-size SUV. Furthermore, the company recently showed a Sports Coupe concept that might evolve into an electric performance model. Still, Toyoda had even crazier plans for the future of Lexus.
More: Lexus Seriously Wants To Replace LS With This Absurd Six-Wheel Minivan
The LS Concept (Luxury Space) is a fully electric six-wheeled three-row minivan that will debut in Tokyo. Interestingly, the model is not just a futuristic design study, but it communicates Lexus’ vision for “a new form of luxury car” that could potentially replace the aging LS sedan.
Toyoda reflected on the origins of Lexus in 1989, and explained why he wanted something radical for its future flagship:
“At the time, Toyota’s flagship car was the Crown. Above the Crown, there were many European premium brands. The LS was the first car to attempt to fit in there. Since then, we have expanded our lineup, but we decided to go back to the origins of the LS and think about what kind of car the future chauffeur-driven Lexus flagship should be, without being limited to a sedan. The words chosen to represent the direction of the Lexus brand were “DISCOVER” and “not imitating anyone else.”
Simon Humphreys, Chief Branding Officer and Design boss, highlighted the difference between the two brands in terms of strategic positioning:
“In a sense, Lexus will be freer to act. Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one.”
This is also evident from the choice of mottos in the new video teasers. Century goes with “One of One. One in this world, from this country” and Lexus with “Discover – We don’t copy anyone else”. The company has also shared a “Brand Formation” graphic highlighting the relevant position of each brand.
This separation is further emphasized by each brand’s new motto. Century adopts “One of One. One in this world, from this country”, while Lexus embraces “Discover – We don’t copy anyone else.” Finally, Toyota has shared a new “Brand Formation” graphic showing the hierarchy within its portfolio.
Toyota
