Toyota refines its global strategy with five brand announcement 

Toyota has used the 2025 Japan Mobility Show as an opportunity to announce a new business strategy — encompassing all five of its in-house brands.

The new direction sees Century, Lexus, Toyota, GR and Daihatsu each gain a more defined identity, establishing itself with a clearer target audience.

At the top of Toyota’s new pecking order is Century, which is aimed directly at the hyper-luxurious segment, set to rub shoulders with the likes of Rolls-Royce and Bentley. To celebrate this evolution of the marque, an all-new two-door Century Concept was unveiled at the motor show.

Next in line will be Lexus, which will reportedly represent the brand’s “heart of luxury”, according to Toyota New Zealand’s release.

Reading between the lines here, it seems that Lexus will continue to offer luxury at a reasonable price point, whereas Century will be for the customers that are after a bespoke vehicle without a price tag getting in the way.

Toyota’s high performance Gazoo Racing (GR) brand falls in the middle of this family tree, and will “continue to champion performance and driving passion.”

Then comes Toyota, which is described in the release as a “brand that provides mobility for all”.

Finally, there’s Daihatsu, which will continue to build small city cars for select markets around the world.

“This is an exciting moment for Toyota globally and for our customers here in New Zealand,” says Toyota New Zealand Chief Executive Officer, Tatsuya Ishikawa while attending the Japan Mobility Show. “The direction set by Toyota Motor Corporation demonstrates a clear commitment to delivering even more choice, quality and innovation from accessible everyday vehicles to the most refined luxury experiences.”

“In New Zealand, our focus remains on providing mobility solutions that help people move better, live better and protect the environment we all share. Whether it’s through our leadership in hybrid technology, investment in new mobility services, or ongoing work to reduce emissions across our range, Toyota’s evolution continues to align with our purpose of enabling Kiwis to go places sustainably and confidently,” he says.