Can Toyota Really Chase Down Rolls-Royce With "New" Century Brand?
Toyota is redrawing its brand hierarchy—after more than three decades of positioning Lexus as its top brand, the Japanese automaker has officially announced that Century will become an independent marque, positioned above Lexus in both prestige and exclusivity.
Key Points
- Toyota has officially spun off Century as an ultra-luxury brand positioned above Lexus, focusing on bespoke, limited-production vehicles.
- A new Century coupe will debut this month, previewing the brand’s global ambitions and “One of One” identity.
- Lexus is reinventing itself, phasing out the LS sedan after 2026 and shifting toward futuristic electric “Luxury Space” vehicles.
Although it’s being positioned as Toyota’s “newest” brand, Century predates Lexus by more than two decades. Introduced in 1967 as a chauffeur-driven sedan for Japan’s elite, the model has always embodied understated opulence. The second-generation car, launched in 1997, remains the only Toyota ever powered by a V12 engine.
Century’s long history of hand-built craftsmanship and design has made it something of a hidden gem in Toyota’s portfolio—until now. The introduction of the Century SUV in 2023, aimed initially at the Chinese market, kicked off the nameplate’s global ambitions.
Going forward, Century will operate independently, with a new Century coupe concept expected to debut later this month at the 2025 Japan Mobility Show, previewing the direction of the standalone brand. The Century One of One concept will preview a luxury coupe with raised ground clearance.
We don't know much about the concept except for what's discernible from the teaser images. It wears a massive vertical grille in front of a long hood with heat extraction vents that could be hiding a combustion engine. The raked rear gives it a sumptuous GT presence similar to the Rolls-Royce Spectre.
Moving forward, Toyota’s top end will be split between two distinct paths: Lexus as the global, innovation-driven brand, and Century as a symbol of handcrafted Japanese exclusivity.
Lexus will receive a degree of reinvention centered around design freedom and electrification. During a panel discussion ahead of the Japan Mobility Show, Akio Toyoda revealed that the “LS” nameplate will evolve from Luxury Sedan to Luxury Space. The preview of a radical six-wheeled, three-row electric minivan concept couldn't drive home the new philosophy any clearer.
Toyota will showcase the new Century coupe at the upcoming 2025 Japan Mobility Show ,alongside an electric Corolla concept, but the company’s long-rumored supercar won’t appear until December 5, with a public debut planned for January 2026 at the Tokyo Auto Salon.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
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