Toyota has elevated its luxury-focused Century model to a standalone sub-brand, placing it above Lexus in its lineup as the automaker expands its global ambitions beyond Japan. The move signals a strategic shift to strengthen Toyota’s premium offerings in international markets while maintaining a distinct identity for Century. This repositioning could redefine how the brand competes in high-end segments, blending heritage with modern appeal. Industry observers will watch closely to see how this new branding strategy plays out in key automotive markets.
Toyota is looking beyond Japan with Century, now a standalone sub-brand positioned above Lexus.
