Toyota is redrawing its brand hierarchy, positioning Century as an independent marque above Lexus in prestige and exclusivity. This move comes after more than three decades of Lexus being the top brand. Century will focus on bespoke, limited-production vehicles, with a new coupe debuting this month.
Century has a long history, predating Lexus by more than two decades. Introduced in 1967, it was a chauffeur-driven sedan for Japan’s elite, embodying understated opulence. The second-generation car, launched in 1997, remains the only Toyota ever powered by a V12 engine.
Although it’s being positioned as Toyota’s “newest” brand, Century has been around for a while. The introduction of the Century SUV in 2023 kicked off the nameplate’s global ambitions, initially aimed at the Chinese market. Going forward, Century will operate independently, with a new coupe concept expected to debut later this month.
The Century One of One concept will preview a luxury coupe with raised ground clearance. Not much is known about the concept except for what’s discernible from the teaser images, which show a massive vertical grille and a long hood with heat extraction vents.
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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, with the “LS” nameplate evolving from Luxury Sedan to Luxury Space.
Akio Toyoda revealed that the new philosophy will focus on radical designs, such as a six-wheeled, three-row electric minivan concept. This shift in focus will allow Lexus to compete in the global market, while Century will cater to those seeking exclusive, handcrafted vehicles.
The new Century coupe will be showcased at the upcoming 2025 Japan Mobility Show, alongside an electric Corolla concept. However, 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.
It will be interesting to see how Century evolves and competes in the global market. With its focus on bespoke, limited-production vehicles, Century may appeal to a niche audience seeking exclusive and unique driving experiences.
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Century may face challenges in the market.
The Century One of One concept will likely generate significant interest, given its luxury coupe design and raised ground clearance. As more information becomes available, it will be clearer how Century plans to position itself in the market and compete with established luxury brands.
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