Toyota’s new ultra-luxury brand is doomed by its plans to stick to ICE
Toyota is launching a new ultra-luxury brand, spinning off its Century model, traditionally a symbol of status in Japan. Despite expectations, the brand will not focus heavily on electric vehicles, sticking to internal combustion engines (ICE). This decision is seen as a potential setback for the brand's success. The new brand was previewed at the 2025 Japan Mobility Show, positioned above Lexus.
The Century is considered the most luxurious Toyota, and now it’s being spun off into its own high-end brand. Despite the rumors, the ultra-luxury brand won’t be as electric as expected.
Toyota sets new luxury brand up to fail with ICE plans
First introduced in 1967, the Century was launched in celebration of Toyota’s founder, Sakichi Toyoda’s 100th birthday.
The Century has since become a symbol of status and wealth in Japan, often used as a chauffeur car by high-profile company officials.
Toyota previewed the future of the ultra-luxury marquee at the 2025 Japan Mobility Show in October, launching it as a new standalone brand positioned above Lexus.
