Toyota has made a bold move and officially crowned the Century as its new flagship luxury brand, overtaking Lexus. This strategic shift highlights Toyota’s vision to redefine its position in the global luxury car market. With the Century now at the top of Toyota’s lineup, enthusiasts and luxury car buyers can expect unmatched sophistication and exclusivity.
Century Sets a New Standard
The elevation of the Century comes as Toyota looks to distinguish itself in the ultra-luxury segment. Lexus, once the company’s flagship, now has more freedom to explore innovative and challenging concepts, while the Century wears the crown of ultimate luxury. With this move, Toyota aims to target discerning customers seeking exclusivity and tradition, especially in markets where the Century carries a legendary status.
Lexus’ New Opportunities
This change also opens doors for Lexus to embrace more daring designs and performance-oriented models. By letting Century lead the luxury charge, Toyota signals its commitment to both heritage and innovation. If you’re a fan of top-tier Japanese luxury, keep an eye on the new Century—it’s now Toyota’s ultimate statement car.
