Century Brand: Toyota Redefines Luxury Cars

Toyota's new power pyramid

Toyota has made a historic strategic move: spinning off Century into a standalone luxury brand, positioned above Lexus. The move not only reshapes the Japanese automaker’s brand structure, but is also a direct declaration of war against long-time British rivals like Rolls-Royce and Bentley.

In the new structure, the group's brand pyramid is clearly stratified. The foundation is the Toyota and Daihatsu mass-market models. The high-performance segment is taken over by Toyota GR. Lexus continues to be the core luxury brand, focusing on technology and modern driving experiences. At the top, Century will be the symbol of absolute luxury, emphasizing craftsmanship, uniqueness and personalized experiences.

The Toyota Century SUV is the first flagship product of the new brand, targeting the global super-luxury segment.

President Akio Toyoda has stated his desire to create a brand “above Lexus,” and Century, with its long heritage of serving Japan’s royalty and elite, was the perfect fit. This strategy allowed Toyota to tap into a whole new market segment, where value lay not just in product but also in heritage and exclusivity.

Century: Royal Heritage and Global Vision

The Century brand is not new. The Century sedan debuted in 1967 and has since become a symbol of Japanese power and sophistication. However, its move to a standalone brand with the launch of an SUV in 2023 signals its global ambitions.

The traditional Century sedan, launched in 1967, is the heritage foundation for the new super-luxury brand.

Century's slogan, "One of One. One in this world, from this country ," encapsulates the company's philosophy. Century will not mass-produce cars, but instead focus on bespoke creations, similar to Rolls-Royce's Bespoke programs. Projects like the ceremonial Century SUV convertible and the "One of One" high-riding two-door coupe concept are testament to this direction, ushering in a new era of personalized cars from Toyota.

The rear of the Toyota Century SUV represents a combination of modern and traditional features. — The design of the Century SUV is a fusion of modern style and traditional values of the vehicle line.

Lexus Unleashed: Pioneering Technology and Design

Century's position at the top has inadvertently "liberated" Lexus. The brand is now freer to pursue innovation, pioneering technology and design without being constrained by its role as the group's most premium brand. Simon Humphreys, Toyota's Chief Brand and Design Officer, asserts that Lexus will have greater room to be creative.

This philosophy is reflected in Lexus' new slogan: " Discover – We don't copy anyone else." A typical example is the bold idea of the 6-wheel electric minivan LS Concept (Luxury Space), which is considered to replace the traditional LS flagship sedan. This is a direction that breaks all standards, showing that Lexus is aiming to create completely new forms of luxury.

The Lexus LS Concept shows the brand's groundbreaking direction when it is no longer limited to the most premium position.

Conclusion: An effective parallel strategy

The birth of the Century brand does not create internal competition but a perfect complementary strategy. Similar to the way BMW Group operates the BMW and Rolls-Royce brands in parallel, Toyota is creating a multi-layered luxury car ecosystem. Century will conquer the super-rich customer group, those looking for exclusivity and heritage value. Meanwhile, Lexus will continue to attract customers who love technology, performance and pioneering design.

With this strategy, Toyota not only strengthens its position in the global market but also redefines the standard of Japanese luxury cars, demonstrating its ability to compete fairly in the most prestigious segments of the auto industry.

Source: https://baonghean.vn/thuong-hieu-century-toyota-dinh-nghia-lai-xe-sieu-sang-10308414.html