Toyota splits into five: Century tops Lexus in bold revamp
Toyota’s new brand strategy: five branches with Century above Lexus
Toyota splits into five: Century tops Lexus in bold revamp
Toyota splits its portfolio into Century, Lexus, Toyota, GR and Daihatsu, revealed at Japan Mobility Show. Learn how the new brand strategy reshapes the market.
2025-10-21T14:34:04+03:00
2025-10-21T14:34:04+03:00
2025-10-21T14:34:04+03:00
Toyota has unveiled a new brand strategy, splitting its portfolio into five independent branches: Century, Lexus, Toyota, GR and Daihatsu. The headline move is elevating Century into a standalone ultra-premium marque positioned above Lexus. Company representatives outlined the details of this shift to SPEEDME.RU, and the hierarchy now reads more explicit than before.Lexus is tasked with pushing into innovation and creating distinctive formats without looking over its shoulder at rivals, while Toyota will concentrate on mass-market, accessible models under a To You ethos, adapting to the needs of each customer. The GR performance arm will keep promoting the idea that the soul lives on, preserving a driver-focused philosophy and preparing a new model. Daihatsu, in turn, will double down on smart small solutions for urban life, staying the group’s most free-spirited and creative label.The new strategy will be shown to the wider public for the first time at the Japan Mobility Show, where Toyota will present a slate of concepts and Lexus will debut a completely new interpretation of its flagship. For the 2025 car market, it ranks among the industry’s major rebrandings—Toyota is clearly building a long-term ecosystem in which each brand gets a defined role and its own character.Amid competition from China, pressure around EVs and a rapidly changing market, only a sharp brand identity keeps companies in the game. Toyota now comes across as more agile, bolder and more varied—especially when it comes to future models. The direction feels coherent; execution will tell the rest.
Toyota brand strategy, Century brand, Lexus, GR performance, Daihatsu, Japan Mobility Show, rebranding, automotive industry, market impact, portfolio split, ultra-premium, flagship
2025
Michael Powers
news
Toyota’s new brand strategy: five branches with Century above Lexus
Toyota splits its portfolio into Century, Lexus, Toyota, GR and Daihatsu, revealed at Japan Mobility Show. Learn how the new brand strategy reshapes the market.
Michael Powers, Editor
Toyota has unveiled a new brand strategy, splitting its portfolio into five independent branches: Century, Lexus, Toyota, GR and Daihatsu. The headline move is elevating Century into a standalone ultra-premium marque positioned above Lexus. Company representatives outlined the details of this shift to SPEEDME.RU, and the hierarchy now reads more explicit than before.
Lexus is tasked with pushing into innovation and creating distinctive formats without looking over its shoulder at rivals, while Toyota will concentrate on mass-market, accessible models under a To You ethos, adapting to the needs of each customer. The GR performance arm will keep promoting the idea that the soul lives on, preserving a driver-focused philosophy and preparing a new model. Daihatsu, in turn, will double down on smart small solutions for urban life, staying the group’s most free-spirited and creative label.
The new strategy will be shown to the wider public for the first time at the Japan Mobility Show, where Toyota will present a slate of concepts and Lexus will debut a completely new interpretation of its flagship. For the 2025 car market, it ranks among the industry’s major rebrandings—Toyota is clearly building a long-term ecosystem in which each brand gets a defined role and its own character.
Amid competition from China, pressure around EVs and a rapidly changing market, only a sharp brand identity keeps companies in the game. Toyota now comes across as more agile, bolder and more varied—especially when it comes to future models. The direction feels coherent; execution will tell the rest.
