Toyota Lexus Showdown 2025: Why Toyota Now Puts Century Above Lexus

Published On: October 17, 2025

Toyota Lexus has officially elevated its Century model into a standalone, ultra-luxury brand that sits above Lexus in its hierarchy. If you’ve ever wondered whether Toyota still considers Lexus its top luxury arm—you can forget it. Starting now, Century is the apex, and Lexus will take on a more creative, experimental role underneath.

Table of Contents

What Changed: Toyota Positions Century Above Lexus

Let me walk you through the shift — from what was to what’s becoming — in plain talk, as one car nerd to another.

The Who / What / When / Where

On October 16, 2025, Toyota made the announcement that the Century brand will now be positioned above Lexus, making Century the true flagship luxury brand under Toyota.
Until now, Lexus had occupied that luxury slot—since its formation in 1989—as Toyota’s premium brand.
The change comes as Toyota releases teasers for a new Century coupe concept, expected to debut at the upcoming Japan Mobility Show in Tokyo later this month.
The Century line, which already includes a sedan and, more recently, an SUV (launched in 2023), is being recast not just as a model family but as a distinct brand with global ambitions.

So, this is not just a rebranding of one car—this is Toyota reshuffling the hierarchy of its luxury portfolio.

Why Toyota Lexus Did It: The Logic Behind the Move

You might be asking: Why now? And what’s wrong with Lexus being top dog? There are a few internal tensions and strategic reasons here:

1. Blurred Identity for Century

Century has always been the “quiet luxury” in Toyota’s stable—a car for executives, dignitaries, Japanese VIPs. But it often got lumped under “just another high-end Toyota” or confused in Lexus’s shadow. Toyota’s leadership felt the Century lacked clear positioning.

2. Lexus’s Burden as the “Eldest Son”

According to statements from Toyoda and Toyota’s branding leadership, Lexus has carried the weight of expectations too heavily—it’s supposed to be the “responsible premium branch,” which limits its creative freedom. By carving out Century above it, Lexus gets to experiment more.

3. A High-End Halo That Doesn’t Conflict

Century—being ultra-low volume, bespoke, and extremely upscale—can play in the rarefied air of Bentley, Rolls-Royce, and Maybach. It won’t compete head-on with Lexus in volume luxury segments, so their coexistence is less friction.

4. The Power of Symbolism

By elevating Century into its own brand, Toyota is sending a signal: “We mean business at the highest end of luxury.” It’s a bold move for brand prestige, internal hierarchy, and market narrative.

The New Century Brand: What to Expect

Sedan + SUV + Coupe (Maybe More)

The Century sedan has existed for decades—since 1967—and has been the standard-bearer of Toyota’s in-house ultra-luxury segment.
In 2023, Toyota expanded with a Century SUV (targeting markets like China), signaling the brand was stretching beyond sedan-only identity.
Now comes the “One of One” coupe concept (teased for Tokyo) — a 2-door design with hints of elevated ride height, bold styling, and bespoke touches. How many of these will hit production? That’s TBD.

Branding & Messaging

Century’s tagline or positioning is leaning toward “One of One” — emphasizing uniqueness, rarity, and top-tier craftsmanship.
Lexus, meanwhile, gets a freer rein to be bold, experimental, and less bound by older expectations of what a premium brand “should” do.
Internally, Toyota likely will separate dealerships or showrooms for Century, to distinguish it visually and experientially from Lexus.

What about Lexus Now?

Don’t think Lexus is being demoted in some collapse—rather, it’s being redefined. Here’s where I see it heading:

Lexus will likely gravitate toward being an innovation and design pioneer—trying bold ideas that a highest-tier “halo” brand might shy away from.
Expect more concept-driven vehicles, perhaps more radical forms (like what we’re seeing with their teasers).
Lexus may shift its core offerings to focus on cutting-edge luxury, performance and electric innovations, without needing to carry the burden of “the absolute top.”

Implications & What to Watch

Geographical rollout: At present, Century remains largely Japan-focused. Will Toyota push it globally? That’s a key question.
Price brackets: We can expect Century to be extremely expensive, low-volume, bespoke—targeting the ultra-elite buyer.
Model mix: Will there be more flagship cars—maybe electric hyper-luxury vehicles, bespoke commissions, special editions?
Dealer and brand separation: Will Century get its own identity in showrooms? Independent marketing? That would seal the separation.
Lexus’s new role: Watch for Lexus to take more risks: radical EVs, daring design, unique mobility concepts.

FAQs — Answered as a Friend

Q: Will Lexus still exist?
Yes. Lexus isn’t going anywhere. It’ll keep operating, but as a more experimental, dynamic luxury brand—excused from carrying the burden of ultra-uber-luxury.

Q: Will Century models be sold outside Japan?
Currently, Century is mostly Japan-based, but there’s talk of expansion, especially for markets like China. For global reach, we’ll have to watch Toyota’s next moves.

Q: What’s this “One of One” concept thing?
It’s the name given to the upcoming coupe teaser. The phrase signals a unique, singular model—fit for bespoke, limited production.

Q: Is this just marketing fluff?
It’s not just flavor — it’s structural. Toyota is reshuffling its brand hierarchy, changing roles for Lexus and Century. This is a long-term strategy move.

Q: How does this affect current Century and Lexus owners?
Existing owners won’t see sudden changes overnight, but future models, branding, and support may shift to reflect the new hierarchy.

So, there you go. Toyota just shook up its luxury ladder: Century now stands above Lexus in the pecking order. Lexus gets liberated to experiment and evolve. Century gets to bask in the spotlight as the top-tier, bespoke luxury crown for Toyota.