Toyota Century Becomes a Standalone Ultra-Luxury Brand Above Lexus: A New Era of Japanese Luxury

Toyota has officially redefined its luxury world. The company has spun off the legendary Century nameplate into its own ultra-luxury brand, placed above Lexus in Toyota’s global lineup. With this move, Toyota aims to create a new level of Japanese luxury that can rival Rolls-Royce and Bentley, blending tradition with modern innovation.

Let’s explore how the Toyota Century brand is transforming into a global luxury symbol and what it means for the future of Lexus and Toyota’s luxury strategy.

Toyota’s New Flagship Brand Explained

At the Japan Mobility Show 2025, Toyota Chairman Akio Toyoda announced that the Century will now be a standalone luxury brand — the company’s most premium badge ever.

He said, “When we go higher-end, we need something above Lexus. And we have the Century. That is the position of the Century.”

This means Toyota now has a clear three-tier luxury structure:

• Toyota – for the global mass market
• Lexus – for innovative and premium luxury cars
• Century – for handcrafted, ultra-exclusive luxury vehicles

This move puts the Century brand in direct competition with ultra-premium automakers like Rolls-Royce and Bentley.

The Philosophy Behind the Century Brand

The Toyota Century has always been special in Japan. First launched in 1967 to celebrate the 100th anniversary of Toyota’s founder Sakichi Toyoda, it has been the symbol of prestige and craftsmanship for more than five decades.

Traditionally, the Century sedan was built for Japan’s imperial family, top executives, and dignitaries. Unlike flashy European cars, the Century represents quiet luxury and achievement through humility — “the car for those who don’t need to show off.”

Now, Toyota is taking that philosophy global, presenting the Century brand as a mix of Japanese elegance, handcrafted details, and timeless design.

Century’s Current Lineup and the “One of One” Concept

The new Toyota Century lineup currently includes two models:

• Century Sedan (since 1967, updated in 2018)
• Century SUV (debuted in 2023, inspired by the Rolls-Royce Cullinan and Bentley Bentayga)

Both models are made in extremely limited numbers — around 80 units a month — to maintain exclusivity.

Century One-of-One Concept Coupe

At the Japan Mobility Show 2025, Toyota will reveal the Century One-of-One Concept, a bold two-door luxury coupe with raised suspension and a sporty design.

This new coupe looks like a cross between a Rolls-Royce Wraith and a luxury SUV, but still keeps the quiet elegance that defines the Century name.

Its bright orange color and futuristic shape mark a new direction for Toyota’s luxury craftsmanship. Akio Toyoda described it as, “Orange, coupe — but it’s still a Century.”

The One of One could eventually go into limited production depending on public response.

Century Goes Global (But Slowly)

For now, the Century brand remains mainly Japan-focused, but Toyota plans to expand globally.

• China has already received the Century SUV through Lexus showrooms.
• UAE will be next in line by 2026.
• Toyota is also studying opportunities in other markets.

To ensure a luxury-level experience, Toyota will appoint a “Century Meister” at every showroom selling Century cars — a trained specialist to handle personalized service and bespoke orders.

This approach shows Toyota’s commitment to exclusivity and customer experience, much like Rolls-Royce’s Bespoke program.

How Century and Lexus Will Coexist

With Century stepping above Lexus, many wonder how both brands will stay unique.

Toyota’s Chief Branding Officer Simon Humphreys explained it perfectly:

“Lexus will be freer to act as a pioneer. Century will take on the high-end market as the top of the top — one of one.”

In simple words:

• Lexus will focus on innovation, performance, and electric mobility.
• Century will focus on craftsmanship, tradition, and ultimate personalization.

Lexus will continue developing futuristic electric models like the Lexus LS Concept (Luxury Space) — a six-wheeled, all-electric luxury minivan that represents a new kind of luxury mobility.

Meanwhile, Century will continue to stand as Toyota’s masterpiece brand, offering hand-built luxury cars designed to deliver an emotional, timeless experience.

Power and Craftsmanship

The Century Sedan uses a 5.0-liter V8 hybrid engine, while the Century SUV comes with a 3.5-liter V6 plug-in hybrid system. Both are hand-assembled in Japan with exceptional attention to detail.

Each unit takes weeks to complete, ensuring flawless quality — from the hand-stitched leather interiors to the mirror-polished wood trims.

This dedication to craftsmanship sets the Century brand apart from mass-produced luxury cars.

The Future of Japanese Luxury

Toyota’s decision to elevate the Century brand marks a historic step in Japan’s luxury evolution.

Just like Seiko, Grand Seiko, and Credor represent different luxury levels in watchmaking, Toyota now has a luxury ladder:

• Toyota for the people,
• Lexus for innovation,
• and Century for timeless prestige.

The Century brand is Toyota’s answer to European dominance in the ultra-luxury segment — but done in a distinctly Japanese way: minimalistic, respectful, and precise.

Conclusion

The Toyota Century breaking free as a standalone ultra-luxury brand marks the start of a new era for Japanese craftsmanship. Positioned above Lexus, the Century will represent the finest form of Toyota’s design, technology, and culture — a car brand built not to impress, but to inspire.

With its “One of One” identity, the new Century brand promises to bring quiet luxury, timeless design, and tailor-made exclusivity to the global stage.

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FAQs – Toyota Century Brand Explained

Q1. What is the new Toyota Century brand?
The Century is now a standalone ultra-luxury brand from Toyota, placed above Lexus in the hierarchy.

Q2. Why did Toyota create a brand above Lexus?
Toyota wanted a luxury label that represents the highest level of Japanese craftsmanship, separate from Lexus’s innovation-focused identity.

Q3. Will the Century brand go global?
Yes, slowly. The Century SUV is already in China, and the UAE will get it in 2026. Other regions may follow later.

Q4. What models are under the Century brand?
Currently, there are two — the Century Sedan and Century SUV. A Century Coupe Concept is also being tested.