Home FAQ

What is Toyotas luxury brand?

Lexus is the luxury vehicle division of the Japanese automaker Toyota Motor Corporation. Established in 1989, Lexus has become one of the world's leading luxury car brands, known for its high-quality vehicles, exceptional customer service, and innovative technologies.

The Origins of Lexus

In the 1980s, Toyota recognized the growing demand for luxury vehicles in the United States and decided to develop a new brand to compete with established luxury marques like Mercedes-Benz, BMW, and Cadillac. The Lexus brand was born out of this initiative, with the goal of creating a line of premium vehicles that would appeal to discerning American consumers.

The first Lexus model, the Lexus LS 400, was introduced in 1989 and immediately made a splash in the luxury car market. The LS 400 was praised for its exceptional build quality, smooth ride, and advanced features, and it quickly became a popular choice among affluent buyers.

Lexus' Expansion and Success

Following the success of the LS 400, Lexus quickly expanded its lineup to include a range of luxury sedans, SUVs, and sports cars. Over the years, the brand has introduced numerous innovative models, such as the Lexus RX, the first luxury crossover SUV, and the Lexus LFA, a high-performance supercar.

Lexus' commitment to quality and customer satisfaction has been a key factor in its success. The brand is known for its meticulous attention to detail, advanced engineering, and exceptional customer service, which has helped it build a loyal following among luxury car buyers.

Lexus Today

Today, Lexus is one of the world's top-selling luxury automotive brands, with a presence in over 90 countries and a lineup of vehicles that spans a wide range of segments, from compact sedans to high-performance sports cars. The brand continues to innovate and push the boundaries of luxury, with a focus on sustainability, advanced technologies, and exceptional driving dynamics.

Whether you're in the market for a sleek and sophisticated sedan, a spacious and capable SUV, or a thrilling sports car, Lexus has a vehicle that is sure to meet your needs and exceed your expectations.

What is Honda's luxury brand?

Honda's luxury brand is Acura. Launched in 1986, Acura was created to offer performance-oriented vehicles with enhanced luxury features and craftsmanship, competing with other premium car brands.

Function: Acura serves as Honda's luxury and performance division.
Brand identity: It was the first Japanese premium car brand and is known for its performance-focused and technologically advanced vehicles.
Product examples: Popular models include the MDX and RDX SUVs, as well as sedans like the TLX.

Does Toyota have a premium brand?

No, Toyota is not a premium brand, but its luxury brand is Lexus, while the new and ultra-premium Century brand is positioned above Lexus. Toyota is known for its high-volume, reliable, and affordable vehicles, while Lexus focuses on luxury features like a quieter ride and higher-end interiors. The new Century brand is being developed as a separate, ultra-exclusive offering, with the goal of providing a "one of one" experience for customers.

Toyota: Known for reliability, affordability, and high volume. It is a mainstream, popular brand that offers a wide range of vehicles.
Lexus: Toyota's dedicated luxury brand, which emphasizes premium features, refined materials, and a quieter, more luxurious ride experience than a typical Toyota.
Century: Toyota's new ultra-premium brand, positioned above Lexus. It is designed to be exclusive, with features and customization options aimed at the very high-end market.
"Premium" within Toyota: While Toyota is not a premium brand, some of its specific models can be considered more upscale within its own lineup, offering a premium-like experience with features like sophisticated designs and advanced technology, according to Toyota.

What's the high end version of a Toyota?

Toyota Crown
Toyota Crown
The Crown's standout design, modern technology, and high-end performance make it a prime choice for anyone looking for a Toyota premium car. Premium interiors, a standard 12.3-in.

What is a luxury brand of Toyota?

Toyota's primary luxury brand is Lexus, but it recently launched Century as an even more exclusive, ultra-luxury brand to compete with marques like Bentley and Rolls-Royce. While Lexus remains the long-standing premium offering, Century is now positioned at the very top of Toyota's luxury hierarchy, as detailed in Autoblog, Wikipedia, and Fortune.
Lexus

Position: Toyota's established luxury brand for the premium market.
History: Launched in 1989 to compete in the luxury car segment.
Offerings: A wide range of vehicles, from compact SUVs to flagship sedans.

Century

Position: Toyota's new ultra-luxury brand, sitting above Lexus.
History: Was previously a flagship model within the Toyota brand, but became a standalone marque in October 2025.
Ambition: To rival ultra-luxury brands like Rolls-Royce and Bentley.
Offerings: A new generation of vehicles, including a coupe concept, focusing on Japanese craftsmanship and high-end customization.

In short, Lexus is Toyota's long-standing luxury brand, while the newer Century brand is now positioned as its ultra-luxury offering.

Kevin Bennett

Company Owner

Kevin Bennet is the founder and owner of Kevin's Autos, a leading automotive service provider in Australia. With a deep commitment to customer satisfaction and years of industry expertise, Kevin uses his blog to answer the most common questions posed by his customers. From maintenance tips to troubleshooting advice, Kevin's articles are designed to empower drivers with the knowledge they need to keep their vehicles running smoothly and safely.