Toyota's Luxury SHOCKER! Is This The End of Lexus?!

Toyota, known for its reliability and practicality, is making a bold move. They're elevating their Century model – a name synonymous with Japanese luxury – into a standalone brand. Think Rolls-Royce, but with a distinctly Toyota flavor. The aim? To seriously compete in the ultra-premium segment. And here's the kicker: the initial model will stick with a combustion engine. Yes, you read that right, in the age of EVs, they are doubling down on gasoline.

Toyota's Luxury SHOCKER! Is This The End of Lexus?...

The Century's history is steeped in Japanese culture. Introduced way back in 1967, it was meant to honor the 100th anniversary of Toyota's founder, Sakichi Toyoda. Since then, it’s been the go-to ride for government officials and high-powered executives in Japan. It’s a symbol of status, a statement on wheels. For years, the Century has quietly commanded respect. Now, it's ready to roar (or perhaps purr?) on the global stage.

Toyota hinted at this move at the 2025 Japan Mobility Show, making it clear they see Century as *above* even Lexus. That’s a pretty significant statement. This isn’t just about adding a fancy trim package; it's about creating an entirely new identity. They’re not just building a car; they're crafting an experience, a feeling of exclusivity that they hope will resonate with the world's wealthiest clientele.

Now, about that engine. In a world increasingly obsessed with electric vehicles, Toyota's decision to launch the new Century with a combustion engine has certainly raised some eyebrows. Takashi Uehara, Toyota's powertrain chief, put it plainly: "Yes, it will have an engine." No beating around the bush there. This defiance of EV trends is either incredibly bold or incredibly foolish. Only time will tell.

The specifics of that engine are still under wraps, but whispers suggest a V8 option, possibly borrowed from the upcoming Lexus supercar or Toyota GR GT. It's worth remembering that the Century was once the only Toyota to feature a V12, so they know how to do big, powerful engines. The current Century uses a V8 hybrid, and the SUV version, launched in 2023, rocks a V6 plug-in hybrid. So, while they're sticking with combustion for now, hybridization is clearly part of the plan.

Toyota’s been criticized for its seemingly slow adoption of EVs, and this move will likely fuel that fire. Are they stubbornly clinging to the past, or are they seeing something the rest of us aren't? Word on the street is that Toyota is also working on a new family of internal combustion engines for future models. Maybe they believe there's still plenty of life left in the old tech. Either way, the Century's move is a fascinating gamble, and one that could redefine what luxury means in the automotive world.