Toyota Explains Century Spinoff, Lexus’ New Role

Earlier this month, Toyota announced plans to spin off Century as an ultra-luxury brand. This was a bit of a head scratcher as it only has two products, a sedan and an SUV, which are little known outside of Japan.

The company’s in-house magazine has now tried explaining the move, which is being credited to Toyota Chairman Akio Toyoda. He believed “Century didn’t have a clearly defined place” in the lineup, so it has been turned into a standalone brand.

More: Century Breaks Free To Become Toyota’s New Flagship Brand Above Lexus

While Lexus continues to remain their premium offering, “Century stands apart in a class of its own.” Despite this, Toyoda felt Century was being dragged down by its Toyota badging. In effect, it’d be like having a Volkswagen logo put on a Bentley – a no-go if you want to compete in the big league.

More notably, the spinoff likely signals an expanded Century lineup that should be available in more markets. It remains to be seen if such a plan materializes, but the brand teased a high-riding coupe concept for the Japan Mobility Show.

Lexus Gets More Freedom

Most of the focus is on Century, but Toyota’s Chief Branding Officer, Simon Humphries, suggested the change will enable Lexus to “move more freely.” He went on to say that Lexus can now “push forward as a pioneer,” while Century can concentrate on luxury.

The automaker claims the change enables Lexus to “take on even bolder challenges,” such as reimagining the LS as a six-wheel premium minivan. While LS originally stood for “luxury sedan,” it’s now being envisioned as “luxury space.”

While Lexus has spent years chasing BMW and Mercedes, Toyoda stated that “We want to go beyond imitation to improvement, and innovation. I think it’s time for some of our vehicles to push into the realm of innovation.”