Lexus After the parent company, is experiencing the largest repositioning in its 36-year history Toyota announced Century as the leader of its brands – but the identity of each brand is still being debated internally.
Last month, the world’s largest automaker announced that it had reorganized its five brands, starting with Daihatsu (not sold here) below Toyota, GR, Lexus and with Century at the top.
Century has been established as a standalone brand which is currently being investigated for Australia. The Century nameplate has previously only been used on Toyota’s flagship luxury sedan in Japan, long popular with the Japanese imperial family and “VIPs,” but was also placed on a new luxury SUV in 2023.
In announcing the roles, Toyota Chief Executive Akio Toyoda said in a statement: “Century did not have a clearly defined place.”
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As Century expanded globally, the respective roles of Toyota’s other brands – including Lexus – were evaluated to avoid overlap and provide a clear direction and customer offering.
The automaker’s chief branding officer, Simon Humphries, described Lexus as “still Toyota’s premium brand” but was now also able to “take more risks” with a new “Discover” theme.
“In some ways, Lexus can now move more freely,” Humphries said in a statement.
“Lexus should continue to lead the way as a pioneer, while Century sets its sights on the upper class as ‘Top of the Top, One of One’.”
In conversation with Daily Sparkz In Tokyo, Lexus President Takashi Watanabe explained what this means for the premium brand.
“Each brand now has a specific and clear role… within those roles we are now talking, not just at Lexus, about different values that we can offer: each brand will offer its own value,” he said.
“An example of this for us at Lexus is: our role is electrification, and so we need to focus on the opportunities that electrification can bring to the world.
“Now when we talk about hydrogen, internal combustion engines and the future of that – maybe that’s the role of GR (Gazoo Racing). If we talk about hydrogen with fuel cell vehicles, maybe Toyota will take a leading role in that.”
“The point is that not every company (brand within Toyota) will focus on everything at the same time… each will focus on their own roles that will allow us to be more agile and bring these technologies to market faster.”
Lexus Australia boss John Pappas said: CarExperThe brand’s mission includes increasing customer value, but it remains a competitor to traditional luxury rivals such as BMW and Mercedes-Benz.
“We don’t abandon the core – the core that we strengthen – but then we ‘discover’ new values to take the brand experience, product and services to new levels,” he said.
“Then we have to decide on that height: Depending on how high you go, you have the Century brand that you’re considering. How does that complement each other and what role does that play in what you’re trying to achieve with Lexus?”
“We want you to think of Lexus as a brand that’s ready to play in different areas… There’s no doubt that luxury customers now expect more, (and) they expect more from an experience perspective – so we need to be able to meet all of those needs.”
“So I say we still have a lot of work to do,” the Lexus Australia boss added.
“Until we understand what we produce (showroom models) – where we are going and what role Century plays – they are all undecided.”
At this year’s Japan Mobility Show, Lexus unveiled a new V8-powered supercar as well as two concepts bearing the LS nameplate: one a coupe-SUV, the other an unusual six-wheeled people mover.
Meanwhile, the newly founded Century brand presented a coupé concept.
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