Lexus is undergoing the biggest repositioning in its 36-year-history after parent company Toyota announced Century as the pinnacle of its brands – but the identity of each is still being debated internally.
Last month the world’s largest automaker announced it had reorganised 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, one which is under study for Australia. The Century nameplate was previously used only on Toyota’s flagship luxury sedan in Japan, long popular with the Japanese imperial family and ‘VIPs’, but was also applied to a new luxury SUV in 2023.
In announcing the roles, Akio Toyoda – chairman of Toyota – said “Century didn’t have a clearly defined place” in a statement.
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With Century’s expansion globally, Toyota’s other brands – including Lexus – have had their respective roles evaluated to avoid overlap and give a clear direction and distinct customer proposition.
The automaker’s chief branding officer, Simon Humphries, described Lexus as “remaining Toyota’s premium brand” but now additionally able to “take more risk” with a new ‘Discover’ theme.
“In a sense, Lexus can now move more freely,” said Mr Humphries in a statement.
“Lexus should continue to push forward as a pioneer, while Century sets its sights on the high end as the ‘Top of the Top, One of One.’”
Speaking to CarExpert in Tokyo, Lexus president Takashi Watanabe elaborated on what the means for the premium brand.
“Each brand now has a specific and clear role … within those roles now, not just with Lexus, we’re talking about different values that we can provide: each brand is going to provide their own value,” he said.
“One example of that for us at Lexus – our role is electrification and so we need to focus on the possibilities of what electrification can bring to the world.
“Now when we talk about hydrogen, internal combustion engines, the future of that – perhaps that’s GR’s [Gazoo Racing] role. When we talk about hydrogen with fuel-cell vehicles, perhaps Toyota will take a leading role in that.
“The point is each company [brand within Toyota] is not going to focus on everything at the same time … each one will focus on their own roles that allow us to move with more agility and bring these technologies to market faster.”
Lexus Australia boss John Pappas told CarExpert the brand’s role includes pushing higher in terms of customer value, but it will remain a competitor for traditional luxury rivals including BMW and Mercedes-Benz.
“We’re not giving up on the core – the core we strengthen – but then we ‘discover’ through new values to lift that brand experience up, lift the product up, lift the services up to another level,” he said.
“Then what we’ve got to decide on that elevation is – depending on how high you’re going – you’ve got the Century brand you’re considering, how does that complement and how does that play a role with what you’re trying to do with Lexus.
“We want you to think about Lexus as a brand that is willing to play in different areas … there’s no doubt now luxury customers expect more, [and] they expect more from an experience point of view – so we’ve got to be able to cater for all of those needs.”
“That’s where I’m saying we’ve got a lot of work to do,” the Lexus Australia boss added.
“Until we understand what we’re producing [showroom models] – where are we elevating to and what role does Century play – they’re all undecided.”
At this year’s Japan Mobility Show, Lexus revealed a new V8-powered supercar plus a pair of concepts bearing the LS nameplate: one a coupe SUV, the other an unusual six-wheel people mover.
The newly formed Century brand, meanwhile, revealed a coupe concept.
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