Introducing Century, Toyota's new car brand that will offer even more luxury than Lexus

Men sit in chairs looking at the Toyota Century logo (Credit: Tomohiro Ohsumi—Getty Images)

Toyota will attempt to reshape the global luxury car market by transforming Century from a revered Japanese car into a standalone brand positioned above Lexus, with ambitions to rival Rolls-Royce and Bentley on the world stage. Carscoops reports Toyota announced the decision during a panel discussion ahead of the Japan Mobility Show, which opens to the public on October 31 in Tokyo.

Chairman Akio Toyoda explained the rationale behind the move, saying “when we go higher-end, we need something above, not Lexus, nor Toyota.”