Century Officially Becomes Toyota's Highest Flagship Brand, Shifting Lexus Position!

JAKARTA The global automotive industry was shocked by the restructuring of the luxury brand hierarchy by Toyota Motor Corporation. Toyota chairman Akio Toyoda officially announced that the legendary name Century, which has been known only as an ultra-luxury sedan model in the Japanese market, will now be appointed as an independent brand whose position is above Lexus in the company structure.

This change will free Lexus to take greater risks and innovate radically.

Since its founding in 1989, Lexus has acted as Toyota's main luxury brand around the world. However, before Lexus was born, Century had become the choice of a chauffeur sedan (the car driven by the driver) for Japanese imperial executives and families, with its first model launched in 1967.

After Century expanded its lineup by releasing the SUV in 2023, Toyota has now decided to change Century's name to a fully self-operating manufacturer. Akio Toyoda said that until now, Century's position in the company was "not yet clear".

The decision to place Century at the top of the pyramid is not only a matter of status, but also a corporate strategy. According to Toyoda, previously Lexus was considered "the eldest son" to be responsible and adhere to very strict standards.

"I previously suggested 'why not make the one on Lexus?'," Toyoda said, quoted by Car and Driver, Friday, October 17.

"Toyota has Century, so I advise them to position it like this."

Toyota Chief Branding Officer Simon Humphries, explained that this move would give Lexus more freedom to act.

"In a sense, Lexus will be more free to act. Lexus must continue to take on challenges as a pioneer. While Century will take the high-end market as the highest of the highest, one of one," said Humphries, referring to the strange concept of van wheeled six recently released by Lexus.

This surprising step was immediately followed by an aggressive product signal. Toyota recently teased the arrival of Century coup which is scheduled to be officially introduced later this month at the Japan Mobility Show in Tokyo.

The launch of the coup is expected to mark a new direction for the Century brand, which now serves not only traditional sedan markets, but also targets a very exclusive global ultra-luxury segment. Century is now a new benchmark for Toyota's luxury and legacy.