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.’”