
Toyota to Launch New Luxury Brand Above Lexus: What It Means for India
Toyota has officially launched Century as its standalone ultra-luxury brand, positioned firmly above Lexus. This definitive strategic move creates a clear luxury hierarchy: Toyota (mass-market) $\rightarrow$ Lexus (premium & innovation-focused) $\rightarrow$ Century (handcrafted ultra-luxury). For the Indian market, this signals the potential arrival of bespoke, low-volume models designed to compete with marques like Rolls-Royce and Bentley. The shift also coincides with India’s luxury market, which is projected to grow significantly, potentially reaching $85 billion by




