- Toyota teased a joint project with Lexus, Century, GR, and Daihatsu brands.
- Akio Toyoda objected to emblem order and moved Century to the center.
- Official info remains limited to cryptic updates and an Oct 13 countdown.
A fresh teaser campaign is underway for a Toyota-led project that pulls in Lexus, Century, Gazoo Racing, and Daihatsu. Details remain deliberately vague, but a countdown is ticking toward October 13, when the full scope of this collaboration will be unveiled.
The project was revealed on a dedicated website featuring five emblems of the Toyota-owned brands. The company has pledged daily updates leading up to the reveal. Furthermore, the URL hints at a connection to the upcoming Japan Mobility Show 2025, which opens on October 30.
A Chairman’s Intervention
Only three days into the teaser campaign, Chairman Akio Toyoda made his presence felt on Instagram. In a lighthearted yet pointed post, he criticized the placement of the Century emblem on the far left of the lineup.
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“From September 19th, this new website has gone live!,” he wrote “A fresh message will be posted every day, so I hope you’ll check it out and enjoy it. But I have just one thing to say to our team in charge: The way the emblems are lined up… Century doesn’t belong there!”
Following his comments, the website was quickly updated, shifting the Century emblem to the center or to the top if viewed on a smartphone. Akio Toyoda replied with another post: “Thank you for fixing the emblem lineup so quickly! Now it’s perfect. Glad to know the Toyota team is actually keeping an eye on my Instagram. After all, the Century belongs right in the center.”
Toyota PR / X
While this sounds like a humorous way to draw the public’s attention, it also underlines the importance of the Century sub-brand in Toyota’s luxury portfolio, as well as its likely significance in the still-mysterious project.
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As reported by Creative Trend, a common thread between Toyota, Lexus, Century, Gazoo Racing, and Daihatsu is their use of the TNGA platform. With that in mind, Japanese media speculate that the announcement could center on this modular architecture, particularly since Toyoda emphasized its initials in his post.
For now, the only confirmed details are the cryptic daily messages left on the teaser site:
- Sep 19: There are 24 days left until the new project starts. This site opens today. I will update the messages I write here every day.
- Sep 20: The details of this project have not even been communicated to our dealers. I’m sorry, but this is a project that our dealer staff will not be able to answer even if customers ask.
- Sep 21: These are all emblems found on cars – Toyota, Lexus, GR, the red one is Daihatsu, the other one is Century.
- Sep 22: Yesterday, Chairman Toyoda got mad at me on Instagram… I rearranged the emblems but is this okay?
- Sep 23: We moved the Century to the center and Chairman Akio Toyoda gave us the OK. This repositioning of the Century … I was reminded that this is an important element of this project.
Akio Toyoda / Instagram
