New TMC brands for NZ

Toyota NZ is backing the global direction announced by Toyota Motor Corporation (TMC), which has unveiled a new brand evolution redefining how its five marques – Century, Lexus, Toyota, GR and Daihatsu – will serve future customer needs.

The strategic shift signals an ambition to strengthen the company’s position across the full spectrum of the market, from compact city cars to ultra-luxury.

Under the new structure announced at this year’s Japan Mobility Show, each brand will take a more focused role: 

• Century, pictured above, will stand alone as an ultra-premium marque.

• Lexus will accelerate its “pioneering” leadership under vision of “discover”. 

• Toyota will deepen its connection with everyday drivers through its new “to you” ethos.

• GR will continue to “champion” performance and driving passion.

• And Daihatsu will concentrate on “creative” urban-mobility solutions.

The move will focus on the Century, Toyota’s flagship model. Named to commemorate the 100th anniversary of the birth of Sakichi Toyoda, the founder of Toyota Industries Corporation, it is “unique” among ultra-luxury brands.

By establishing Century as a standalone marque, TMC plans to reinvent what was once a domestic symbol of status and transform it into a global name, taking on the challenge of creating the next 100 years together.

Long the choice of Japan’s imperial household, prime ministers and business leaders, the hand-built Century is produced in limited numbers, which makes private ownership rare even among the country’s wealthiest.

The new brand structure will feature Century at the top, closely followed by Lexus, which will be positioned more as a “heart of luxury” marque, then Gazoo Racing (GR) with its high-performance cars, Toyota, “a brand that provides mobility for all”, and Daihatsu with its “community focus and compact urban innovation”.

Tatsuya Ishikawa, chief executive officer of Toyota NZ, says: “This is an exciting moment for Toyota globally and our customers in New Zealand. 

“The direction set by TMC demonstrates a commitment to delivering more choice, quality and innovation from accessible everyday vehicles to refined luxury experiences.

“In New Zealand, our focus remains on providing mobility solutions that help people move better, live better and protect the environment. 

“Whether it’s through our leadership in hybrid technology, investment in mobility services or 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.”

On the way forward, Simon Humphries, TMC’s chief branding officer, explains: “In a sense, Lexus can now move more freely. Lexus should continue to push forward as a pioneer, while Century sets its sights on the high end.”

Lexus, as the “discover” marque, will focus on what buyers seek and to create new value and experiences, while Century will stand as the top offering within Toyota’s portfolio. 

This approach allows both to operate independently while targeting different client bases, with Lexus taking on diverse challenges and Century focusing on custom-built exclusivity.

Introduced in 1967, the Century has long symbolised Japanese craftsmanship and tradition, often used by senior government officials and the imperial household. It has always represented a “reserved form of luxury”, built limited volumes with attention to detail rather than visual showmanship.

While new brand and model concepts for Century, Lexus, Toyota and Daihatsu were revealed at the Japan Mobility Show, a new GR was kept under wraps until the Tokyo Auto Salon in January. But hints about a new model were made in a Japanese advert featuring the headlamps of a Toyota 2000GT, Lexus LFA and an unknown headlight.

TMC says the core of Toyota’s brand promise is mobility for all, and providing a variety of products and powertrains. 

This goal to meet diverse needs is summed up by the phrase “to you”. For the Kiwi market, “to you” offers a local hook – Toyota NZ can say “mobility to you” for families, businesses and remote communities “emphasising how Toyota tailors solutions locally, from micro-mobility to go anywhere SUVs and utes”.

Ishikawa says: “Toyota and Lexus customers in New Zealand aren’t defined by an average, but by individuality and diverse needs. Toyota’s global vision for mobility and innovation aligns perfectly with our commitment to customers.

“We are excited to bring relevant innovations to New Zealand, and continue our journey towards a more inclusive and sustainable future.”

TMC chose the Japan Mobility Show to reveal a reinvention of the best-selling car of all time – the Corolla, pictured below.

In revealing the concept, Humphries says the Corolla is a vehicle for the majority, but the majority don’t necessarily want the same car. The concept was designed for uncompromising manufacturing, “just for you”, with a wide variety of models and powertrains to handle roads around the world.

Details on which new models and brands, such as Century and Daihatsu, will be introduced to New Zealand are being finalised. Toyota NZ will provide updates as soon as possible.