Toyota Announces New Flagship Brand Above Lexus: Century

SAUDI ARABIA: Lexus has been Toyota’s flagship brand for well over three decades now, as it took on brands like BMW, Audi, and Mercedes. However, Toyota has just announced that it is spinning off Century into a standalone brand, which will be positioned above Lexus. The outgoing flagship Lexus has been hugely successful for a long time, with its sales of 36 years, peaking in 2024 with 851,214 units sold worldwide.

The Chairman of Toyota, Mr Akio Toyoda, spearheaded the decision to make Century the new flagship and more specifically, “above-Lexus” model. While it may not be the only reason, it was noted that the chairman wasn’t pleased to see the Century sedan and SUV displayed at the Toyota booth during the 2024 Japan Mobility Show. There were rumours of Century becoming an independent brand in Japanese media since, which were confirmed this week by Toyota.

A Look Into The New Toyota Flagship Brand Century

Century as a nameplate predates Lexus by decades. The Century nameplate was first introduced as a sedan in 1967 as a sedan. This car has since spawned three generations, with its second-generation variant being the only Toyota car to ever get a V-12 engine. The Century sedan has been exclusive to Japan for the most part, with just a few exceptions. In 2023, the Century lineup was expanded to include an SUV, which marked the beginning of the nameplate’s global ambitions as it expanded into the Chinese market, following the SUV launch.

Toyota’s Chief Branding Officer Simon Humphreys mentioned that “Century will operate independently and take on the high-end market as the top of the top, one of one.” This new brand will function under the banner, “One of One. One in this world, from this country.”

FAQs

Q1) What is the name of the new Toyota flagship brand?

A) The new Toyota flagship brand is called Century, which was previously a nameplate under Toyota launched in 1967.

Q2) Will this new brand add more cars to its lineup?

A) Yes, it is expected that the newly formed Century brand will introduce a new coupe debuting at the 2025 Japan Mobility Show.

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