Toyota has announced a sweeping transformation at its recent Toyota Times event, and it’s one that could redefine the upper reaches of Japan’s automotive hierarchy. The revered Century nameplate, long considered Japan’s quiet symbol of prestige, is breaking free from the Toyota badge to become a brand of its own, positioned above Lexus and aimed squarely at the likes of Bentley and Rolls-Royce.
The Birth of a New Luxury Player
For decades, the Toyota Century has been a legend among Japan’s elite, a discreet, chauffeur-driven limousine preferred by executives and government officials who found German luxury too loud and British prestige too showy. From its stately V8 and V12 predecessors to the current hybrid V8, the Century has embodied understated excellence.
But now, Toyota wants to give the nameplate room to breathe, and to compete. At the upcoming Tokyo Motor Show, the company will unveil a new Century coupe concept, featuring cantilever-hinged doors (which open forward but stay parallel to the body) and styling that seems aimed at the all-electric Rolls-Royce Spectre. The move marks the Century’s evolution from a single model into a full-fledged luxury sub-brand, complete with global ambitions.
From Sedan to SUV and Beyond
This shift didn’t happen overnight. The seed was planted in 2023 when Toyota revealed the Century SUV, a hybrid powerhouse blending Land Cruiser toughness with Rolls-Royce grandeur. With 412 horsepower from a V6 hybrid, the SUV hinted at what was coming — and now, that vision is taking shape.
Akio Toyoda’s Vision
Chairman Akio Toyoda has long felt the Century deserved more recognition. As he explained during the event:
“The Century didn’t have a clearly defined place. Within Toyota’s family, Lexus has always been the eldest son, reliable, composed, but we needed something above even Lexus for true luxury.”
That’s the mission behind the new Century brand: to craft a “Top of the Top” experience that combines traditional Japanese elegance with modern craftsmanship.
What This Means for Lexus
While Century rises, Lexus isn’t being left behind, it’s being liberated. With the ultra-luxury space now covered by Century, Lexus can take more risks and embrace innovation. As Toyota’s Chief Branding Officer Simon Humphries put it:
“Lexus should continue to push forward as a pioneer, while Century sets its sights on the high end as the ‘One of One.’”
That new creative freedom is already visible. At the same event, Lexus teased a six-wheeled super-luxury MPV concept, rumored to carry the LS badge, a nod to its original 1989 flagship, but this time reimagined as a futuristic luxury “space” rather than a sedan.
Takeshi Nozoe, producer of the project, explained that LS now stands for Space, not Saloon, aligning with Akio Toyoda’s challenge to “discover and imitate no one.”
Are They Serious About a Six-Wheeled Lexus?
It sounds wild, but perhaps not as far-fetched as it seems. Toyota has enjoyed massive success with luxury MPVs like the Alphard and Lexus LM, both of which have become symbols of modern luxury in Asia. A six-wheeled Lexus flagship might seem eccentric, but if anyone can make it work, it’s Toyota.
As Toyoda himself said:
“It’s an incredible challenge. A six-wheeled vehicle must deliver quietness, comfort, and capability, all the hallmarks of Lexus. Everyone is committed, and I’m sure they’ll succeed.”
Final Thoughts
The creation of Century as an independent brand signals a new era for Toyota. It’s a confident move, one that acknowledges the company’s heritage while challenging Western luxury norms.
For Lexus, it opens up new creative horizons. For Toyota, it cements a long-awaited recognition that Japan’s finest luxury doesn’t need to whisper under another badge.
And for car lovers everywhere? It means the next few years of Japanese luxury design are going to be fascinating.