Electric Cars

Toyota is redefining its luxury automotive landscape by strategically positioning Century as its new premier brand, transcending the established stature of Lexus. This bold initiative, championed by Chairman Akio Toyoda, aims to carve out an exclusive niche for Century in the ultra-luxury market, drawing parallels to the elevated status of brands like Rolls-Royce within their respective automotive groups. The brand will concentrate on crafting exceptionally rare and high-value vehicles, with an opulent coupe slated to introduce this new direction. Concurrently, Lexus is undergoing its own evolution, pivoting towards a philosophy of 'Luxury Space' with groundbreaking designs, exemplified by a six-wheeled electric minivan concept that signals an adventurous reinterpretation of luxury mobility.

This significant reorganization highlights Toyota's ambition to cater to diverse segments of the luxury market with distinct brand identities. Century, with its rich heritage and renewed focus on exclusivity, is set to offer unparalleled craftsmanship and bespoke experiences to a discerning clientele. The brand's independence from the main Toyota marque underscores its premium positioning, promising a future of automotive excellence at the very pinnacle of luxury. Simultaneously, Lexus is being empowered to innovate and explore novel concepts, moving beyond traditional luxury sedan designs to embrace a future where comfort, quietness, and versatile spatial arrangements define its offerings. This dual strategy demonstrates Toyota's adaptive approach to an evolving global luxury landscape.

Century's Ascent to Ultra-Luxury Status

Toyota has announced a significant shift in its brand strategy, elevating Century to a distinct flagship luxury brand that will sit above Lexus. This decision, spearheaded by Chairman Akio Toyoda, aims to establish Century in a league of its own, focusing on ultra-exclusive, high-priced models. The move is intended to create a unique luxury experience, moving Century away from being perceived merely as part of the broader Toyota lineup. This repositioning is expected to be marked by the introduction of a new stately coupe, signaling Century's ambition to compete at the very top echelons of the global luxury automotive market, emphasizing bespoke craftsmanship and unparalleled exclusivity.

The Century nameplate, which dates back to 1967, has a storied history, including being the only Toyota model to feature a V-12 engine. Traditionally exclusive to Japan, the brand recently expanded its global aspirations with the introduction of an SUV model in 2023, targeting markets like China. Toyota's Chief Branding Officer, Simon Humphreys, articulated the vision for Century to operate independently, aiming to become 'the top of the top, one of one,' offering vehicles that are unique in the world. This strategic direction positions Century to rival high-end luxury marques by focusing on extremely limited production and highly personalized automobiles, setting it apart from even the most luxurious Lexus models.

Lexus's Transformative Vision for Luxury Space

Alongside Century's elevation, Lexus is also embarking on a significant transformation of its own brand identity and product philosophy. The premium marque, which has been Toyota's luxury arm since 1989, is shifting its focus from 'Luxury Sedan' to 'Luxury Space,' as articulated by Akio Toyoda. This change in ethos is already being previewed by innovative concepts, such as an electric, six-wheeled, three-row minivan. This radical design suggests Lexus is prepared to move beyond conventional luxury vehicle segments, exploring new forms that prioritize interior comfort, spaciousness, and novel passenger experiences. The brand's leadership expresses confidence in these unconventional models reaching production, despite the inherent design and engineering challenges.

Lexus's newfound freedom to innovate, as highlighted by Simon Humphreys, means the brand will be encouraged to explore unique ideas without direct emulation of competitors. The development of vehicles like the three-axle LS minivan is contingent on meeting Lexus's stringent standards for 'quietness, comfort, and the ability to drive on any road,' ensuring that innovation does not compromise the core luxury experience. This strategic pivot also signals the discontinuation of the traditional LS sedan, which historically defined the brand, with its final "Heritage Edition" slated for 2026. This bold reorientation signifies Lexus's commitment to pioneering new definitions of luxury, focusing on advanced electrification and spatial design to create distinctive and forward-thinking vehicles for the future.

Toyota's groundbreaking FT-Me micro-mobility concept has successfully secured financial backing from the UK government, marking a significant step towards revolutionizing urban transportation. This innovative project is specifically engineered to tackle critical urban challenges such as vehicular emissions and traffic congestion, while simultaneously offering an economical and environmentally friendly transport alternative. The FT-Me, initially introduced as a concept earlier this year, is designed to cater to a diverse demographic including young drivers, families, and delivery services, with both Toyota and the UK Government committed to integrating micro-mobility electric vehicles into the mainstream.

As the UK rapidly progresses towards its ambitious 2035 ban on internal combustion engines, the FT-Me project perfectly aligns with the nation's objectives for more sustainable cities and enhanced mobility. A collaborative consortium, spearheaded by Toyota and including partners like ELM Mobility, Savcor, and the University of Derby, will conduct rigorous testing of the FT-Me under actual UK driving conditions. Key developmental goals encompass enhancing its solar charging capabilities, incorporating modular components for simplified recycling, and integrating the vehicle into various delivery fleets. Pilot production and trials are slated to commence at Toyota’s Burnaston plant in Derbyshire, promising the creation of new green employment opportunities and boosting export potential for the UK. This endeavor is set to solidify the UK's position as a global frontrunner in sustainable mobility and advanced electric vehicle innovation. Testing for the FT-Me is scheduled to begin this year, with limited UK production anticipated by late 2026, leading up to its showroom launch in 2027, where it will compete with other compact electric vehicles such as the Citroen Ami.

The FT-Me epitomizes a fusion of style, sustainability, and accessibility in the realm of urban transportation. With a length under 2.5 meters, it efficiently occupies only half the space of a standard parking bay. Categorized as a quadricycle, it can be operated by individuals as young as 14 in certain regions, and its design, featuring hand-only controls, allows for seamless operation by wheelchair users without requiring vehicle modifications. Constructed primarily from recycled materials, the FT-Me boasts a 90% reduction in carbon emissions compared to conventional city cars. Its integrated solar roof contributes an additional 20 to 30 kilometers of daily range to its compact battery. Furthermore, the vehicle offers 360-degree visibility, effortless smartphone integration, and exceptionally low energy consumption, all at an accessible price point. Toyota envisions the FT-Me as a transformative force in urban transport, poised to establish a new benchmark for future city mobility solutions through its commitment to sustainability, versatility, and broad accessibility.