Overview
- Chairman Akio Toyoda credited the decision, saying Century lacked a clearly defined place under Toyota badging and comparing it to putting a Volkswagen logo on a Bentley.
- Chief branding officer Simon Humphreys said Lexus can now move more freely as a pioneer, with experiments such as reimagining the LS as a six-wheel "luxury space" minivan.
- Toyota has teased a high-riding Century coupe concept that is set to be shown at the Japan Mobility Show later this month.
- Century has served as Japan’s pinnacle chauffeur car since 1967, and the addition of a second model in 2023, an SUV, laid the groundwork for a multi-model brand.
- Current Century sales are primarily in Japan and select markets, and Toyota has not detailed broader distribution, volumes, or pricing for the expanded marque.