Toyota has restructured its luxury lineup, lifting Century to be its new flagship brand above Lexus. This marks the first time the historic Century nameplate—long reserved for Japan’s elite—becomes a standalone global brand aimed at the ultra-luxury segment dominated by Rolls-Royce and Bentley.
Where Did The Toyota Century Come From?
Originally introduced in 1967 to honour founder Sakichi Toyoda’s (the founder’s) 100th birthday, the Century has long symbolised Toyota’s highest level of craftsmanship and exclusivity. Traditionally serving Japan’s political and business class as a chauffeur-driven limousine, it now enters a new chapter. Under the restructured plan, Century will expand beyond Japan with a lineup that includes the long-standing sedan, an SUV introduced in 2023, and a forthcoming coupé previewing at the 2025 Japan Mobility Show.
Toyota’s chairman, Akio Toyoda, described the goal as creating something “above Lexus”—a car built for true luxury enthusiasts rather than mass-market buyers.
The brand’s recent ‘One-of-One’ Concept showcases Toyota’s move into bespoke manufacturing, featuring creations like the ceremonial Century SUV Convertible produced for state events. This signals a shift toward the made-to-order craftsmanship seen in Europe’s top luxury marques. Toyota executives say the brand’s motto, “One of One. One in this world, from this country,” highlights its Japanese heritage while appealing to a global audience seeking authenticity and individuality.
What Does This Mean for the Lexus Brand
Though Lexus no longer holds Toyota’s flagship luxury label, this doesn’t mean its importance to Japanese carmakers has dropped. Instead, it has now been given a new role.
Founded in 1989 to rival Europe’s premium brands, the Toyota subsidiary achieved that goal by building global trust through its blend of luxury and reliability—especially in markets like Nigeria, where Toyota’s presence runs deep. From the widely used Corolla that fills Nigerian roads to the Lexus SUVs seen in high-end neighbourhoods, the brand has long balanced accessibility with prestige. Now, with the Century stepping into the ultra-luxury spotlight, it’s easy to imagine it becoming the choice car for Nigeria’s elite—those already loyal to Toyota but seeking something that speaks even louder of their status.
Lexus will now act as Toyota’s innovation and design laboratory. Freed from its flagship role, the brand will focus on experimentation and electric mobility.
Its LS Concept (Luxury Space)—a radical six-wheel, three-row electric minivan—embodies this new direction, aiming to redefine what luxury means rather than replicate existing models. The brand’s guiding words are “DISCOVER” and “not imitating anyone else.”
According to Toyota’s Chief Brand Officer, Simon Humphreys, “Lexus should continue to take on challenges as a pioneer, while Century represents the top of the top.”
Toyota’s luxury hierarchy now mirrors other high-end Japanese models: Toyota for mass-market reliability (think Corolla), Lexus for progressive luxury, and Century for ultimate exclusivity. This realignment allows each brand to serve distinct audiences, showing a bolder and more defined strategy for the world’s largest automaker as it redefines Japanese luxury for the global stage.If you’d like to see the unveiling firsthand, you can watch Toyota’s full reveal from the Japan Mobility Show.
