Toyota introduced Century as a separate brand in October 2025, but its announcement did not describe a replacement for Lexus or a change to Lexus’s role. Instead, Toyota presented the two marques as complementary: Century for the exclusive ultra-luxury space, and Lexus for the broader luxury marketplace.
What is Toyota’s Century brand?
Century began as a Toyota nameplate; in October 2025, Toyota announced it as a distinct brand alongside Toyota, Lexus, Daihatsu, and GR. Toyota said clearer, complementary roles across the five brands are intended to give customers a suitably diverse lineup and wider choices. The announcement established a brand structure and aspiration, not a set of reported market results. Toyota’s 2025 integrated report describes the portfolio rationale.
Toyota’s official Century briefing says the name evokes the next century and that the brand is meant to express the spirit and pride of Japan to the world. That is Toyota’s stated ambition, not evidence of how consumers perceive the brand. The Century briefing sets out that positioning.
How does Toyota distinguish Century from Lexus?
At the Japan Mobility Show 2025 Lexus press briefing on October 29, Toyota Motor Corporation chief branding officer Simon Humphries described Century as occupying “the exclusive ultra-luxury space” and said that gives Lexus “the freedom to strengthen its promise to customers at the heart of the luxury marketplace.” The Lexus briefing is the source for that distinction.
#1 Best Overall
- An import from Aoshima
- Features a height-adjustable chassis
- Window frame masking stickers included
| Brand | Positioning Toyota stated | Announced promise or ambition |
|---|---|---|
| Century | Exclusive ultra-luxury space | Express Japan’s spirit and pride to the world, according to Toyota’s brand briefing. |
| Lexus | Heart of the luxury marketplace | “Discover,” the promise stated at the October 29, 2025 briefing. |
These are Toyota’s descriptions of its intended brand roles, not independently measured market segments. The public announcement does not establish a change to Lexus products, sales, customer base, or operations.
What does Lexus’s “Discover” direction mean?
Lexus presented “Discover” as the direction for strengthening its brand promise. Lexus UK describes the idea as extending beyond vehicles into products, services, experiences, and lifestyles. That explanation is a statement of brand direction, rather than evidence that any particular new offering has launched. Lexus UK’s Discover page gives its description.
Rank #2
- 1: 24 scale
- Glue and Paint sold separately
- Plastic Model Kit-Assembly Required
- TAM24123
Does the Century announcement signal a shakeup at Lexus?
Not on the evidence Toyota announced. The stated intent is to define distinct, complementary roles: Century at the exclusive ultra-luxury end and Lexus across the broader luxury marketplace. Toyota and Lexus newsroom summaries describe the Japan Mobility Show as presenting future product and brand directions, but do not report commercial effects from the Century announcement. Toyota’s show summary and Lexus’s show summary provide that context.
The announcement does not establish whether Century’s positioning will change Lexus’s future plans, nor does it document consumer response, sales impact, or operational changes. Those outcomes cannot be inferred from Toyota’s brand architecture announcement alone.
PC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Crashes, No Sound, or Screen Glitches?
Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteQuick Recap
Best Value
- High-Quality Materials:The Toyota Land Cruiser die-cast car is made of zinc alloy,plastic parts and rubber tires,making it safe for children to play with.It features detailed interior and exterior trim, and is very sturdy.
- Function:No batteries are required, but the vehicle has a powerful pull back feature. Simply pull it back, then release your hand, and the car will go for a long distance. The doors may be opened to view the whole inside of the vehicle. So appealing to children and collectors alike.
- Size:1/36 scale vehicle model with beautiful English packaging,ideal for toddlers to play with and carry. Car collectors will appreciate the perfect small size, which allows them to collect a complete set of cars without taking up too much space.
- Grow From Play:Help children learn more about car ,expand their knowledge ,increase the hand-eye coordination and the reaction speed of the children in the play.
- Ideal Christmas Festival Gift:All of TOKAXI die-cast model cars are attractively packaged in English, making them the perfect Christmas, Birthday, Children's Day, New Year gift for kids, party favors, home decorations, or travel toys for boys and girls.gifts for boys girls.
Rank #4
- High-quality toy car: Package size: 8.6×3.7×2.9 in. package weight: 1.3 pounds. Suitable for playing.
- Exquisite design: Four doors can be opened. The hood and Tailgate can also be opened. Made of zinc alloy, plastic and electronics. Safe material. This model car has detailed interior and exterior. Wheels simulates shock absorption.
- Cool light and sound: Press the front of the car to trigger sounds and lights. Press steering wheel to trigger horn sound.
- Pull back model car: Place the toy car on the ground, hold down its body and pull it back, it will drive forward. Very interesting.
- Awesome Gift: It is an ideal gift toy model car for children, also great to use for collection and decoration.
Rank #3
- A CLASSIC 2-IN-1 KIT FOR EXPERIENCED MODELERS: AMT's 1/25 scale 1978 Ford Courier Minivan is great project for the intermediate model builder who likes pickup trucks or vintage vans. Add it to your collection today!
- FEATURE PACKED: The 1978 Ford Courier Minivan kit features pad-printed vinyl tires, tinted window options and customizing parts. Kit also includes expanded decals with many stripe options and Retro Deluxe AMT reproduction packaging.
- QUICK SPECS: 1/25 Scale. 121 parts. 7" long. Parts molded in white with chrome plastic, clear parts, clear tinted parts, metal axles and black vinyl tires. Skill level 2 – Suggested for modelers age 10+ PAINT AND GLUE REQUIRED.
- THE PERFECT PRESENT: Don't know what to get dad for his birthday? Or maybe you have an avid hobbyist or collector in your life. This model kit makes an ideal gift for any occasion!
- TRUST AMT: We at AMT are modelers ourselves and we sweat the details, to make sure every kit produced is top quality in every way!
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
