Toyota Introduces Century as New Ultra-Luxury Sub-Brand
Toyota Chairman Akio Toyoda announced at the Japan Mobility Show 2025 that the Century nameplate is now a new ultra-luxury sub-brand, positioned above Lexus.
“To be like no other”
Toyoda quoted Toyota’s first chief engineer, Kenya Nakamura, emphasizing the brand's uniqueness. The launch of Century marks Toyota’s first new sub-brand in two decades, since Scion debuted in North America.
- Century will be Toyota's flagship marque in the ultra-luxury market.
- The new sub-brand will embody national excellence, drawing on quintessential Japanese ideologies.
Author's summary: Toyota launches Century as a new ultra-luxury sub-brand.