Lexus rebrands to boost innovation, with Century now Toyota’s top-tier luxury brand above it.

Lexus is undergoing its most significant rebranding in 36 years as Toyota elevates the Century nameplate to a standalone ultra-luxury brand, positioning it above Lexus as the pinnacle of exclusivity. Lexus remains Toyota’s premium brand but is now encouraged to innovate more boldly under a "Discover" theme, focusing on electrification and future mobility, while GR and Toyota handle performance and hydrogen technologies. The brand continues to compete with BMW and Mercedes-Benz, aiming to improve customer value and experience, though its exact positioning relative to Century remains under review. Recent concept vehicles unveiled at the Japan Mobility Show signal Lexus’s exploration of bold new designs and use cases.