Toyota is looking at taking the Century name beyond its home market, signalling a potentially larger role for a marque long associated with the Japanese manufacturer’s most exclusive vehicles.
Century now operates as a standalone sub-brand positioned above Lexus, according to Motor1. The move gives Toyota a distinct platform at the top of its luxury portfolio rather than placing its most prestigious offerings within the Lexus range.
A different role from Lexus
Lexus remains Toyota’s established global premium brand, while Century is intended to occupy a more rarefied position. That separation could allow Toyota to address buyers seeking a higher degree of exclusivity without altering Lexus’s broader premium-market mission.
Toyota has not detailed which overseas markets could be targeted or how a global Century rollout would be structured. Any expansion would nevertheless test whether a brand with deep roots in Japan can build recognition among international ultra-luxury customers.
