Why Lexus is altering its id and taking extra dangers

Lexus is present process the most important repositioning in its 36-year-history after father or mother firm Toyota introduced Century as the top of its manufacturers – however the id of every continues to be being debated internally. 

Final month the world’s largest automaker introduced it had reorganised its 5 manufacturers, beginning with Daihatsu (not bought right here) beneath Toyota, GR, Lexus and with Century on the prime.

Century has been established as a standalone model, one which is beneath examine for Australia. The Century nameplate was beforehand used solely on Toyota’s flagship luxurious sedan in Japan, lengthy widespread with the Japanese imperial household and ‘VIPs’, however was additionally utilized to a brand new luxurious SUV in 2023.

In saying the roles, Akio Toyoda – chairman of Toyota – mentioned “Century didn’t have a clearly outlined place” in a press release. 

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With Century’s enlargement globally, Toyota’s different manufacturers – together with Lexus – have had their respective roles evaluated to keep away from overlap and provides a transparent route and distinct buyer proposition. 

The automaker’s chief branding officer, Simon Humphries, described Lexus as “remaining Toyota’s premium model” however now moreover ready to “take extra threat” with a brand new ‘Uncover’ theme. 

“In a way, Lexus can now transfer extra freely,” mentioned Mr Humphries in a press release.

“Lexus ought to proceed to push ahead as a pioneer, whereas Century units its sights on the excessive finish because the ‘High of the High, One in all One.’”