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

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.”

“And we have the Century,” he said. “That is the position of the Century.”

First introduced in 1967 to commemorate the 100th anniversary of Toyota founder Sakichi Toyoda’s birth, the Century has been the automaker’s flagship car for nearly six decades. But