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The Japanese company Toyota has officially announced the transformation of the Century model into an independent premium brand, which will occupy a position above Lexus in the group's structure.
Toyota Chairman Akio Toyoda announced the creation of a "brand superior to Lexus," emphasizing the Century's special status. "Century isn't just a car; it's the embodiment of a certain philosophy. It deserves its own uniqueness," Toyoda noted, according to Motor1.
The Century's history began in 1967, long before the advent of Lexus. The sedan was traditionally considered a car for the elite, including members of the imperial family and high-ranking officials. The second generation became the only Toyota model with a V12 engine. In 2023, the Century SUV debuted, entering the Chinese market under the name Century Extreme.
According to Toyota Brand Director Simon Humphreys, Century will operate independently, focusing on the ultra-premium segment. The brand plans to release limited editions and exclusive models priced above the entire Lexus lineup.
Toyota is expected to unveil the new Century coupe, the brand's flagship model and a Japanese alternative to Rolls-Royce and Bentley, at the 2025 Japan Mobility Show in late October.