Toyota spinning off Century brand to sit above Lexus – report

Once reserved for limousines sold to the Japanese elite, Toyota now appears as if it will spin off the Century name into its own global ultra-luxury brand.

A report from Forbes claims Toyota is preparing to launch Century as a standalone brand – sitting above Lexus in the company's hierarchy – according to a company executive.

"The Century will actually be positioned above the Lexus brand as an extra luxurious brand,” the source reportedly said.

While the Century SUV was originally thought to be a Japanese-market car, it now appears as if the model has been created for a global audience.

The unnamed Toyota executive revealed the company's plans at the recent Tokyo Auto Salon show, where the one-off Toyota GRMN Century SUV – reportedly owned by company chairman Akio Toyoda – was on display.

MORE: Toyota Century SUV: Japan’s Rolls-Royce Cullinan rival unveiled

For decades, the Toyota Century has been the company's range-topping model in its home market – powered by V8 or V12 engines and typically driven by a chauffeur – and used by high-level company executives, the Prime Minister of Japan and government leaders, and the Japanese Royal Family.

In September 2023, Toyota unveiled the Century SUV – an ultra-luxury model to rival the Rolls-Royce Cullinan and Bentley Bentayga, to be sold alongside the sedan.

According to the latest report, the company eventually wants the SUV version to be known as the Century, with the four-door model to be referred to as the Century Sedan.

Drive recently unearthed trademark filings made by Toyota for the Century name and logo to be protected in Australia, suggesting the model could make its way to local showrooms in the future.

MORE: 2018 Toyota Century unveiled

Despite multiple requests from Drive, Toyota Australia did not answer questions about the Century trademark applications.

While the Lexus brand was launched in the US in 1989 and expanded to Australia and other key markets a year later, it wasn't until 2005 that the Lexus name entered the Japanese market.

Lexus vehicles were sold in Japan prior to 2005, but with Toyota badges.

Even as the company's premium brand, the Toyota Century sat above Lexus and remained the company's range-topping model in its home country.

Despite this, the Century SUV and sedan – which was first launched in 1967, exactly 100 years after the birth of company founder Sakichi Toyoda – do not wear Toyota badges.