Toyota supplied a sneak peek on the new Century, however this time, the ultra-luxe marquee is being spun off into a brand new high-end model that can sit above Lexus.
The Toyota Century evolves into an ultra-luxe model
Because it launched its first automobile in 1989, the LS 400, Lexus has turn out to be one of many largest luxurious manufacturers globally. Nevertheless, Lexus isn’t the one luxurious marque Toyota provides.
The Century was round even earlier than Lexus. First launched in 1967 to have a good time Toyota’s founder, Sakichi Toyoda’s one centesimal birthday, the Century was Toyota’s most luxurious automobile.
It has since turn out to be a logo of luxurious in Japan and a best choice for higher-up Japanese firm officers as a chauffeur automobile. Toyota launched the brand new Century in 2023, an SUV, constructed on its newest plug-in hybrid (PHEV) system.
Now, Toyota’s ultra-luxury marque is evolving once more and can turn out to be a standalone model that can sit above Lexus. And this time it is going to be bought abroad.
Toyota previewed the brand new Century for the primary time earlier this week, set to rival higher-end manufacturers like Rolls-Royce and Bentley.
In accordance with Prime Gear, the transfer to launch Century as a separate model comes after Toyota’s former CEO, Akio Toyoda, was “involved” with how the ultra-luxury mannequin slot in its lineup.
Toyoda defined that “Till now, Century’s place within the firm has not been clear,” including “Abroad manufacturers are the results of the merger of firms with totally different roots and origins, however all of those (Toyota) manufacturers, apart from Daihatsu, have the identical roots.”
Toyota’s former boss in contrast Lexus to “the eldest son” and Toyota to “just like the second son,” including that Lexus “had the sense that it needed to be accountable because the eldest son.”
“I beforehand prompt ‘why not make an above-Lexus?’, however as a result of Toyota is a full-line mass-production producer, they find yourself taking vehicles that promote in massive portions. Nevertheless, in terms of higher-end vehicles, even Lexus must go above and past,” Toyoda mentioned.
He added, “Toyota has the Century, so I suggested them to place it this manner.” So the place does that go away Lexus? In accordance with Toyota’s chief branding officer, Simon Humphreys, “Lexus will likely be freer to behave.”
The Lexus model will “proceed to tackle challenges as a pioneer,” Humphreys added, whereas “Century will tackle the high-end market as the highest of the highest, one in all one.”
Toyota previewed a number of automobiles that can debut later this month on the 2025 Japan Mobility Present, together with the Lexus LS Idea, a six-wheeled minivan, an electrical Corolla, and the brand new Century.
The Japan Mobility Present begins on October 30, 2025, however press days open on October 29, so extra particulars are anticipated quickly. Keep tuned.
![Hyundai’s first electric SUV for China looks pretty impressive in person [Images]](https://the-future-automobile.com/wp-content/uploads/2025/10/Hyundai-first-electric-vehicle-China-150x150.jpeg)
