It’s official: step aside Lexus, Century is Toyota’s new top, big boy brand

Move aside, Lexus. Your time as the ‘responsible eldest son’ is over. Century is now Toyota’s new premium, halo, big boy brand, and it’s going after the world’s high-end car market. This is, frankly, quite excellent news.

Because the Toyota Century – as it was known in the BeforeTimes – is a brilliant luxury saloon. Much like Cupra was chipped off the big Seat block (itself nestled in thick VW Group granite), Century will morph from a big saloon and SUV into a fully-fledged premium brand.

Hence why Toyota’s building that mysterious ‘one-of-one’ Century coupe thing we saw earlier this week. And it’s all because chairman and former boss Akio Toyoda was ‘concerned’ about how Century fit into Toyota’s big pot.

Main image: Mark Riccioni

“Until now, Century’s place in the company has not been clear,” he said. “Overseas brands are the result of the merger of companies with different roots and origins, but all of these (Toyota) brands, except for Daihatsu, have the same roots.

“Within that, Lexus was like the eldest son and Toyota was like the second son, and I think Lexus had the sense that it had to be responsible as the eldest son,” he said. Yes, even car bosses give their cars personalities and what’s he’s basically saying is you wouldn’t want to get stuck next to a Lexus at the dinner table.

“I previously suggested ‘why not make an above-Lexus?’, but because Toyota is a full-line mass-production manufacturer, they end up taking cars that sell in large quantities. However, when it comes to higher-end cars, even Lexus needs to go above and beyond. 

“Toyota has the Century, so I advised them to position it this way,” he added.

So… where does that leave the ‘responsible’ eldest son that’s now been unceremoniously demoted? Simon Humphreys, Toyota’s chief branding officer, said: “In a sense, Lexus will be freer to act. Lexus should continue to take on challenges as a pioneer. Century will take on the high-end market as the top of the top, one of one.”

Hence why Lexus is showing a six-wheeled minivan called the ‘LS Concept’ at this month’s Japan mobility show. Does this mean – be still thine beating heart – Lexus can get a little car-razy now?