Toyota has just played its most significant strategic hand in decades. At the Japan Mobility Show 2025, the automotive giant unveiled a bold evolution, effectively deconstructing its monolithic identity into a powerful portfolio of five distinct marques. It’s a fundamental restructuring designed to sharpen the focus of each brand, from urban runabouts to a new stratosphere of bespoke luxury. The five pillars of this new empire are Century, Lexus, Toyota, GR, and Daihatsu, and the tremors from this announcement are already being felt right here in New Zealand. The move signals a clear ambition to dominate every corner of the market, but the headline act is undoubtedly the coronation of Century. Once a near-mythical symbol of Japanese domestic power, Century is being spun off as a standalone, ultra-premium global marque. This is Toyota planting its flag firmly in Rolls-Royce and Bentley territory.
A New Five-Pointed Crown
Under the new world order, each brand has a crystal-clear mission. Toyota Motor Corporation Chief Branding Officer Simon Humphries laid out a structure that places each marque in its own distinct orbit, preventing them from colliding. At the absolute pinnacle sits Century. Described as the “Top of the Top, One of One,” its purpose is to offer an unparalleled, custom-built, ultra-luxury experience. This is the new global flagship.
Next is Lexus. Now freed from being Toyota’s sole luxury offering, it has been given a new vision: ‘Discover’. Lexus is now positioned as a pioneer, the “heart of luxury,” tasked with pushing boundaries, exploring new technologies, and creating new value and experiences for a diverse customer base. Then comes GR (GAZOO Racing), the soul of the company for driving enthusiasts. It will continue to be the banner for pure performance, motorsport heritage, and raw driving passion. The core brand, Toyota, recommits to its founding principle of “mobility for all” but with a deeply personal new ethos: “To You.” This philosophy aims to better serve the diverse needs of its millions of customers with tailored solutions. Finally, Daihatsu will concentrate on what it does best: creative, clever, and compact urban mobility solutions with a community focus.
The Emperor’s New Clothes: Century Goes Global
For motoring enthusiasts, the elevation of Century is the most fascinating part of this story. Introduced in 1967 to commemorate the 100th anniversary of founder Sakichi Toyoda’s birth, the Century has always been more of a national treasure than a consumer product. Hand-built in extremely limited numbers, it has long been the exclusive transport for the Japanese Imperial Household, prime ministers, and the highest echelons of industry. Ownership is rare even among Japan’s wealthiest, as the car has always represented a reserved, discreet form of luxury defined by meticulous craftsmanship rather than overt flash. By launching Century as a global brand, Toyota is transforming this domestic icon into an international challenger, aiming to “create the next 100 years together.” It’s a bold gamble, betting that the world is ready for a form of Japanese ultra-luxury that is less about shouting and more about quiet, unimpeachable quality.
What This Means for Aotearoa
Speaking from the Japan Mobility Show, Toyota New Zealand Chief Executive Officer, Tatsuya Ishikawa, confirmed the local significance of the global shift. “This is an exciting moment for Toyota globally and for our customers here in New Zealand,” he stated. “The direction…demonstrates a clear commitment to delivering even more choice, quality and innovation from accessible everyday vehicles to the most refined luxury experiences.” The new “To You” ethos for the core Toyota brand has a particularly neat local hook. Toyota New Zealand can translate this to “mobility to you” for Kiwi families, businesses, and remote communities, reinforcing its role in providing tailored transport solutions, from compact cars to go-anywhere SUVs and utes.
Ishikawa-san reinforced this, saying, “Toyota and Lexus customers in New Zealand are not defined by an average, but by their individuality and diverse needs… We are excited to bring relevant innovations to New Zealand and continue our journey towards a more inclusive and sustainable future.” Of course, the big question on everyone’s lips is: will we see the Century and Daihatsu brands officially launch in New Zealand? For now, Toyota NZ is keeping its cards close to its chest, stating that details are “being finalised” and that updates will be provided as soon as possible. The prospect of seeing a hand-built Century grace our roads is a tantalising one indeed.
A Glimpse of the Future: A New Corolla and a Mystery GR
To prove this brand evolution is backed by real metal, Toyota also used the show to reveal a reinvention of the best-selling car of all time—the Corolla. Simon Humphries explained that while the Corolla is a car for the majority, “the majority don’t necessarily want the same car.”The new concept signals a future of uncompromising design with a wide variety of models and powertrains to suit individual tastes and needs, perfectly embodying the “just for you” philosophy. While the covers came off concepts for Century, Lexus, Toyota, and Daihatsu, the performance fans were left with a delicious piece of intrigue. A new GR model is being kept under wraps until the Tokyo Auto Salon in January 2026. However, a Japanese advertisement dropped a massive hint, showing the headlights of the legendary Toyota 2000GT and the iconic Lexus LFA, followed by the glowing eyes of an unknown new model. This has sent the rumour mill into overdrive, with speculation that GR could be preparing a new halo supercar to follow in the LFA’s footsteps, or perhaps a heritage-inspired sports car that channels the spirit of the 2000GT.
Tarmac Takeaway
Ultimately, Toyota’s grand restructure is a statement of intent. It’s a move to ensure that whether you need a reliable car for the family, a high-performance track weapon, a pioneering luxury EV, or a bespoke limousine fit for royalty, Toyota has an answer. And for us here in New Zealand, it signals that the future of mobility is about to get a whole lot more interesting.
