Lexus president Takashi Watanabe has told CarExpert the repositioning of the brand wasn't forced by the decision of parent company Toyota to introduce the even more upscale Century brand globally.

In October 2025, Century was announced as the pinnacle of the 'Toyota family brands' which also includes Toyota, GR, budget brand Daihatsu (not sold in Australia) as well as Lexus.

Speaking through an interpreter at the Japan Mobility Show (JMS) in Tokyo, Watanabe-san explained the repositioning of Lexus was part of a broader examination of where brands will focus for the future.

"It's not necessarily because we released the Century," he said.

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