Lexus is no longer Toyota's top luxury brand

With a number of iconic models over the years, Lexus flew the flag for Toyota as its top luxury brand.

The fabled Japanese sub-brand is currently the largest premium car manufacturer in Japan, holding down the fancy fort while its parent company, Toyota, has been focusing heavily on mass-made vehicles and conquering America with them.

However, as of October 2025, this is all about to change.

Toyota has undergone a structural change and opened its own luxury division that will take over the reins from Lexus.

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Lexus reigned over Toyota with a luxury grip for decades

Having been born in retaliation to other Japanese brands making luxury divisions, such as rivals Nissan and Honda with Infiniti and Acura respectively, Lexus has risen to the top of the tree with some massive marquee cars.

The dual-letter models, such as the RX (mid-size SUV), ES (sedan), and NX (SUV), have been some of the biggest luxury cars within its fleet, although special-edition cars like the LM MPV have changed the game entirely in the last few years.

Making the experience of buying a car much more than a simple card transaction has seen Lexus sell more than both its Infiniti and Acura counterparts.

But after waving goodbye to the phenomenal Lexus RC with a limited-production swansong vehicle, Toyota is now putting its eggs in a new basket.

Bringing things closer to home, Toyota Century will now take over as the premium, in-house, luxury division.

Move over, the Toyota Century is on the throne now

The Century has been on the books since the mid-60s with multiple generations, including the most recent SUV that launched in 2023.

However, the Japanese company is now making it into an entirely new subcategory, which is designed to take on the likes of Rolls-Royce and Bentley.

This will now become their top luxury brand, pushing Lexus down the pecking order.

This isn’t the end of Lexus, though.

Just three months ago, the brand revealed a new Sport Concept at Monterey Car Week, boasting a twin-turbo V8.

Another LFA successor was also debuted at Germany’s Nürburgring.

So, it seems that Toyota will now have many more luxury cars coming out of the workshop, just as the brand continues to build on the mass-produced success of the RAV4.

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