Century is being spun off from Toyota and becomes the luxury brand of the Japanese group

The most powerful brands usually have several sub-brands, which offer vehicles across different segments to serve all the customer groups that might be interested in different types of vehicles. Toyota is no stranger to this strategy and has Lexus, which became independent from the main brand some time ago to become a brand offering higher-quality vehicles with greater performance.

But this does not mean that Toyota has reached the limit of options it offers. The Japanese company has announced that it will separate a new brand from the parent company to offer luxury cars, a range above the premium cars that have their place in Lexus. The Century brand will occupy that segment within Toyota’s infrastructure and will set itself apart from the general brand.

For now, Century only has two models on the market under this name and still under the Toyota badge. The first is a saloon launched in 1967 and updated over the decades. It is a luxury vehicle usually used to serve Japanese dignitaries, with several generations on the market, and it represents the top of the range of all vehicles offered by Toyota.

The other model is a large SUV presented in 2023. Its next vehicle will be a concept car, the One of One. This will be a two-door coupé with greater ground clearance. But Toyota’s intention with the newly created Century brand is to create custom models, aimed at major events and providing special services. One of these bespoke vehicles is the Century Convertible SUV, intended for ceremonial events. Against this type of car stands the well-established Rolls-Royce, so they are aiming quite high.

With the creation of Century, Toyota will remain the popular brand, the one that makes cars for the general public, while Lexus will be positioned above it in terms of quality and performance. Above these two brands will be Century, dedicated to luxury vehicles, those within reach of only a few.

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