On September 19, 2025, Toyota suddenly announced a “new project” that has attracted a lot of attention, including a change to the Century logo layout. The controversy that began with a comment made by Chairman Akio Toyoda on his official Instagram account is likely a strategic move toward establishing the Century brand as a series.
History of the Century logo layout change
Chairman Akio Toyoda’s “furious” post becomes a hot topic
The initial announcement of the new project included five logos: Toyota, Lexus, Century, GR, and Daihatsu, all arranged in a horizontal row. However, Chairman Akio Toyoda posted on his Instagram, “Century isn’t there 💢,” which caused quite a stir.
The next day, the logo placement was quickly revised, with the Century now in the center.
Was there actually a hidden message?
Interestingly, if you read the initials of Chairman Toyoda’s English post vertically, keywords such as “FABTC” and “TNGA” emerge. It has been pointed out that this is not a coincidence, but may be a marketing strategy that was planned from the beginning.
- FABTC : Hints at the Toyota Group’s “GLIP FAB” project and “Toyota Connected Design”
- TNGA : Toyota’s next-generation platform “Toyota New Global Architecture”
Possibility of turning it into a Century Series
The reason why Century was placed in the center
century
The center placement of the Century logo is thought to mean more than just a change in placement, but may signal a strategic shift to position the previously limited Century brand at the core of a broader luxury car lineup.
Expected Century Series Development
Century SUV
The current expected developments for the Century Series are as follows:
- Century Sedan (current model)
- Century SUV (September 4, 2023)
- Century Long Wheelbase (Rumored to be released in the future Chauffeur-driven model)
It is assumed that the aim of this lineup is to establish a clear brand system like the LEXUS GR series and establish Toyota’s position as the highest-end brand.
Century SUV details
Terms of Sale and Pricing
The Century SUV, scheduled for release on June 23, 2025, has very strict sales conditions:
- Price : 27 million yen (tax included)
- Limited to 30 units per year
- Purchase eligibility : Four strict conditions must be met
- Special sales process : Special procedures that differ from general car sales
Technical features
Like the current Century, the Century SUV is built to the highest standards of technology and quality:
- Platform : TNGA-K based
- Body size : Total length approximately 5,445mm (240mm longer than the base model)
- Drive system : Hybrid system
- Interior : Premium materials and craftsmanship
Comparison between LEXUS and GR series
Commonalities in brand strategies
Toyota has already successfully launched the Lexus brand in the premium segment and the GR brand in the sports segment, and the Century series is seen as a strategy to apply this successful model to the premium segment.
Differentiation points
GR Corolla
- LEXUS : A balance of premium quality and advanced technology
- GR : Sporty performance and racing technology
- Century : The finest quality and Japanese craftsmanship
LEXUS LM
Future outlook and industry impact
Ripple effects on the luxury car market
The Century series could bring about major changes in the Japanese luxury car market, particularly in the following areas:
- Establishing the highest quality domestic brand
- Competing with overseas luxury car brands
- Branding Japanese craftsmanship
Anticipation for the official announcement on October 13, 2025
Toyota plans to officially announce details of the new project on October 13, 2025. Once the full details of the Century Series are revealed, it is expected to usher in a new era for the Japanese automotive industry.
summary
This latest trend, sparked by a repositioning of the Century logo, may just be the beginning of Toyota’s strategic brand development. Building on the success of the Lexus GR series, Toyota may be trying to further solidify its position as Japan’s premier luxury car brand by making the Century brand a series.
Car fans’ interest will continue to grow until the official announcement on October 13th.
