Toyota has announced some massive changes in an event which, rather sweetly, is called the Toyota Times, which brings to mind images of Toyota producing a small student newspaper, complete with a message from the principal.
I feel we're drifting from the point already…
Yes, sorry. The big news from the Toyota Times event is that Century is now going to be its own brand, operating in a space above the Lexus brand, and seeking to snare the sorts of customers who might be tempted by a Bentley or a next-generation Jaguar.
Isn't Century already a bit legendary?
Yes, it is. The true Toyota cognoscenti know that the Century has so far been a single model, a large but discreet luxury saloon - a limo, really - made for the type of Japanese business person who doesn't fancy the ostentatiousness of a German, American, or British luxury car. Originally available with V8 and V12 engines, the current Century is based on the old Lexus LS and uses an ultra-smooth V8 hybrid.
Isn't there an SUV to?
Yes, there is. In 2023, Toyota showed off a big Century-badged SUV, sort of a super-Land-Cruiser-meets-Rolls-Royce-Cullinan, that uses a V6 hybrid engine to develop a robust 412hp. It was that car that kicked off the idea that Century could be a brand in its own right.
So what's happening now?
At the upcoming Tokyo motor show, Toyota is going to show off a new Century concept, a coupe with cantilever-hinged doors (they open forwards, but stay parallel to the bodywork) and dramatic styling that looks very much like it's a rival to Rolls-Royce's Spectre electric coupe. Presumably, other models will follow, and it might finally mean that Century will become a true global brand. Previously, it has been focused very much on Japan.
Why change now?
Basically, Akio Toyoda - no longer the CEO of the company, but still the chairman - felt that Century wasn't making enough of itself. "The Century didn't have a clearly defined place”, said Toyoda at the Toyota Times event. "The overseas brands were formed by companies with different roots and backgrounds coming together. But in our case, aside from Daihatsu, all Toyota brands share the same roots. Within that context, Lexus was like the eldest son and Toyota the younger brother, and as the eldest I think there was a sense that Lexus had to be steady and reliable. In the past, I suggested creating something above Lexus, but with Toyota being a full-lineup, mass-production manufacturer, the company inevitably opts for cars that deliver high volumes. But when it comes to luxury cars, we need to go above even Lexus. "What about Toyota's Century?” That was my advice for positioning.”
What does this mean for Lexus?
Quite a bit, and it seems that the general plan is for Century to be the more traditionalist brand, while Lexus can become more innovative and less conservative. "In a sense, Lexus can now move more freely,” said Toyota's Chief Branding Officer Simon Humphries, explaining the difference in the two roles. "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.'”
Indeed, at the event, Lexus showed off an astonishing image of a six-wheeled super-luxury MPV, which is currently being called the Lexus LS. It won't be lost on anyone that LS is the name of Lexus's flagship saloon, which is currently having its production wound down, in spite of the original 1989 LS launching the Lexus brand to the world. Could Lexus really replace the four-door LS with this mega-bus?
Yes, it just might. Apparently, Takeshi Nozoe, the producer behind the short film that features the image of this tall, three-axle LS concept, brought the concept of the 'S' in LS meaning not 'Saloon' nor 'Sedan' but 'Space', and that's something which has apparently appealed to Akio Toyoda himself. "At the time, Toyota's flagship model was the Crown. Above the Crown, the market was crowded with European premium brands. Our first foray into this space was the LS,” said Toyoda. "Since then, we have expanded our lineup, but I suggested that we return to that LS starting point and consider what kind of car Lexus's chauffeur-driven flagship model should be, without limiting ourselves to a sedan.”
Nozoe said: "When creating this new brand commercial, we had access to everything, even the parts that are normally kept private within the company, such as the Chairman's directions that led to the idea of a six-wheeled space, and the discussions that took place. We distilled this into the words 'Discover' and 'Imitate no one.' In fact, these were the words used by the Chairman, time and again, in spurring on the development team.”
Are they seriously serious?
They might be. Toyota has seen massive success, especially in Asian markets, with the luxury versions of its Alphard MPV, and there's already a Lexus version of that - the LM - which is available in the UK, but sadly not here. So Lexus already makes a luxury MPV, and while the six-wheeled thing might be a bit OTT, it's definitely not impossible.
As Toyoda himself said at the event: "It's an incredible challenge. There are certain things people expect from Lexus-quietness, comfort, the ability to conquer any road. A six-wheeled vehicle must accomplish all these things. Everyone is committed to the task, and I am sure they will succeed.”