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Motor1
Motor1
Business
Adrian Padeanu

Toyota Turns Century Into a Flagship Brand Above Lexus

Toyota Lexus Century Audi BMW Mercedes Luxury Akio Toyoda

Ever since its founding in 1989, Lexus has served as Toyota’s luxury brand, positioned to take on the likes of BMW, Mercedes, and Audi. The strategy has worked well for 36 years, with sales peaking last year at 851,214 units worldwide. However, Toyota is now shaking up its brand hierarchy by spinning off Century into a standalone entity positioned above Lexus.

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