What's The Luxury Brand Of Toyota: Exploring Toyota's High-End Offerings?

The luxury brand of Toyota is a topic that often sparks curiosity, and the answer might surprise you, with the Century brand poised to redefine automotive opulence, positioning itself above even the esteemed Lexus as Toyota’s ultra-luxury offering. This elevates Toyota’s commitment to providing the residents of Boise, Idaho, and beyond with exceptional vehicles and premium services. Discover the nuances of Toyota’s luxury tier and explore how millertoyota.net caters to discerning drivers seeking automotive excellence, premium car ownership, and exceptional deals.

1. What is Toyota’s Luxury Car Brand?

Toyota’s luxury car brand is Lexus, renowned for its high-quality vehicles and customer service, but Toyota is now positioning the Century brand above Lexus as an extra luxurious brand. Lexus has consistently delivered a blend of performance, comfort, and cutting-edge technology, appealing to a wide range of drivers. With a strong reputation for reliability and a commitment to innovation, Lexus stands as a prominent player in the luxury automotive market.

1.1. The History and Evolution of Lexus

Lexus emerged in the late 1980s as Toyota’s answer to the growing demand for luxury vehicles in the United States. The brand’s debut model, the LS 400, was a game-changer, offering a smooth ride, quiet cabin, and exceptional build quality that rivaled established European luxury brands. According to customer satisfaction surveys, Lexus quickly gained recognition for its outstanding reliability and customer service.

Over the years, Lexus has expanded its lineup to include a diverse range of sedans, coupes, SUVs, and hybrids, each designed to deliver a unique driving experience. The brand has also embraced innovation, pioneering hybrid technology in the luxury segment with models like the RX 400h and continuously pushing the boundaries of automotive design and engineering.

1.2. Key Characteristics and Features of Lexus Vehicles

Lexus vehicles are known for their attention to detail, refined craftsmanship, and advanced technology. Some key characteristics and features include:

Luxurious Interiors: Lexus interiors are crafted with high-quality materials, such as premium leather, wood trim, and aluminum accents, creating a comfortable and inviting atmosphere.
Advanced Technology: Lexus vehicles are equipped with the latest technology, including advanced safety systems, infotainment systems, and connectivity features.
Smooth and Quiet Ride: Lexus vehicles are engineered to provide a smooth and quiet ride, thanks to their refined suspension systems and noise-canceling technologies.
Reliability: Lexus has consistently ranked high in reliability surveys, making it a popular choice among drivers who value long-term dependability.

1.3. Popular Lexus Models and Their Target Audience

Lexus offers a wide range of models to suit different tastes and preferences. Some of the most popular models include:

Lexus RX: A luxury SUV that’s perfect for families and those who need extra space.
Lexus ES: A mid-size sedan that offers a comfortable ride and a host of features.
Lexus IS: A compact sedan that’s known for its sporty handling and stylish design.
Lexus NX: A compact SUV that’s perfect for urban drivers.

These models are typically targeted at professionals, families, and individuals who appreciate luxury, reliability, and advanced technology.

2. The Emergence of the Century Brand

While Lexus remains a cornerstone of Toyota’s luxury offerings, the emergence of the Century brand signals a new chapter in the company’s pursuit of automotive excellence. The Century, with its rich heritage and unparalleled craftsmanship, is poised to redefine the concept of luxury, catering to an exclusive clientele who demand the very best.

2.1. A Brief History of the Toyota Century

The Toyota Century has a storied history, dating back to 1967 when it was introduced to commemorate the 100th birthday of Toyota’s founder, Sakichi Toyoda. For decades, the Century has served as the flagship vehicle of Toyota, embodying the pinnacle of Japanese luxury and craftsmanship.

Originally conceived as a chauffeur-driven limousine for Japanese executives and dignitaries, the Century has remained largely exclusive to the Japanese market, with limited availability in other regions. Its understated elegance, impeccable build quality, and unparalleled comfort have earned it a reputation as one of the world’s finest automobiles.

2.2. The New Century SUV: A Shift in Strategy

In a significant departure from tradition, Toyota unveiled the new Century SUV in September 2023, signaling a shift in strategy for the brand. While retaining the core values of luxury, comfort, and craftsmanship, the Century SUV aims to broaden the brand’s appeal and target a new generation of discerning customers.

The Century SUV boasts a bold and contemporary design, blending classic Century styling cues with modern SUV proportions. Its spacious interior is meticulously crafted with premium materials, offering a sanctuary of comfort and tranquility for both driver and passengers.

2.3. How the Century is Positioned Above Lexus

According to a Toyota executive, the Century brand is being positioned above Lexus as an ultra-luxury offering. This strategic move reflects Toyota’s ambition to compete with established ultra-luxury brands like Rolls-Royce and Bentley, catering to a clientele who demand the utmost in exclusivity, craftsmanship, and personalization.

The Century differentiates itself from Lexus through its:

Exclusivity: The Century is produced in limited numbers, ensuring a high degree of exclusivity.
Craftsmanship: The Century boasts unparalleled craftsmanship, with meticulous attention to detail evident in every aspect of its design and construction.
Personalization: The Century offers a high degree of personalization, allowing customers to tailor their vehicles to their exact specifications.

3. The Century GRMN: An Extra-Special Version

For those seeking an even more exclusive and personalized Century experience, Toyota offers the Century GRMN (Gazoo Racing Meister of Nürburgring) version. This bespoke SUV, conceptualized by Toyota’s former president Akio Toyoda for his “Morizo Garage,” represents the pinnacle of Century luxury and performance.

3.1. Design and Features of the Century GRMN

The Century GRMN distinguishes itself from the standard Century SUV with its:

Bespoke Paintwork and Aeroparts: The Century GRMN features unique exterior styling enhancements, including custom paint finishes and aerodynamic components.
Rail-less Powered Rear Slide Door: The GRMN boasts a rail-less powered rear slide door that opens wider than that of a large minivan, providing easy access to the rear seats.
Specially Tuned Suspension: The SUV’s suspension has been specially tuned to deliver a flat and stable ride, even when changing lanes at high speeds.
Luxurious Interior: The rear seats offer supreme luxury and full customization options.

3.2. Performance and Powertrain

While Toyota has not disclosed specific details about the Century GRMN’s powertrain, it is expected to feature a high-performance variant of the standard model’s 3.5-liter V6 hybrid engine, producing around 406 horsepower. The GRMN is also likely to feature an all-wheel-drive system for enhanced handling and stability.

3.3. The “Morizo Edition” Concept

Toyota is considering offering Akio Toyoda’s bespoke Century GRMN as a fully customized “complete car” in its own right, potentially calling it the “Morizo Edition” after Toyoda’s nickname in motorsports circles. This limited-edition model would represent the ultimate expression of Century luxury and performance, catering to the most discerning customers.

4. Lexus vs. Century: A Detailed Comparison

While both Lexus and Century represent Toyota’s commitment to luxury and quality, they cater to different segments of the market and offer distinct experiences.

4.1. Target Audience

Lexus: Targets a broad range of customers seeking luxury, reliability, and advanced technology.
Century: Targets an exclusive clientele who demand the utmost in exclusivity, craftsmanship, and personalization.

4.2. Price Range

Lexus: Offers a wide range of models at various price points, starting from around $40,000.
Century: Positioned at the ultra-luxury end of the market, with prices starting from around $170,000 for the standard SUV and $220,000 for the GRMN version.

4.3. Features and Technology

Lexus: Offers a comprehensive suite of features and technology, including advanced safety systems, infotainment systems, and connectivity features.
Century: Emphasizes unparalleled craftsmanship, personalized luxury, and exclusive features such as the rail-less powered rear slide door.

4.4. Design and Styling

Lexus: Features a contemporary and stylish design language, with a focus on aerodynamics and visual appeal.
Century: Retains a classic and understated design aesthetic, with a focus on elegance and timelessness.

4.5. Performance and Driving Experience

Lexus: Offers a range of powertrains, including gasoline, hybrid, and electric options, delivering a balance of performance and efficiency.
Century: Expected to feature a high-performance hybrid powertrain, delivering a smooth and refined driving experience.

5. Toyota’s Broader Luxury Strategy

The positioning of the Century brand above Lexus is part of Toyota’s broader strategy to expand its presence in the luxury market and cater to a wider range of customers.

5.1. Global Expansion Plans

Toyota plans to offer the new Century SUV in right- and left-hand-drive versions to Europe, the Middle East, Asia, and the Americas, signaling its intention to expand the brand’s global footprint. This expansion will allow Toyota to compete with established ultra-luxury brands in key markets around the world.

5.2. Impact on the Luxury Car Market

The arrival of the Century brand is likely to disrupt the luxury car market, challenging the dominance of established players and offering customers a new and compelling alternative. The Century’s unique blend of Japanese craftsmanship, personalized luxury, and advanced technology is sure to resonate with discerning buyers who seek something truly special.

5.3. Commitment to Quality and Innovation

Toyota’s commitment to quality and innovation is evident in both the Lexus and Century brands. By continuously pushing the boundaries of automotive design, engineering, and technology, Toyota aims to deliver vehicles that exceed customer expectations and set new standards for the luxury segment.

6. Navigating Toyota’s Luxury Offerings at Miller Toyota

For residents of Boise, Idaho, and the surrounding areas, millertoyota.net serves as the premier destination for exploring Toyota’s luxury offerings and experiencing the brand’s commitment to customer satisfaction.

6.1. Why Choose Miller Toyota in Boise?

Miller Toyota offers a wide selection of new and used Toyota vehicles, including Lexus models, along with exceptional customer service and competitive pricing. Our knowledgeable and friendly staff is dedicated to helping you find the perfect vehicle to suit your needs and budget.

6.2. Exploring Lexus Models at Miller Toyota

At millertoyota.net, you can explore the full range of Lexus models, including the RX, ES, IS, and NX. Our website provides detailed information about each model, including specifications, features, and pricing. You can also browse our inventory of new and used Lexus vehicles and schedule a test drive to experience the luxury and performance firsthand.

6.3. Services Offered for Luxury Car Owners

Miller Toyota offers a comprehensive range of services for luxury car owners, including:

Factory-Trained Technicians: Our service center is staffed by factory-trained technicians who specialize in Lexus and Toyota vehicles.
Genuine Parts: We use only genuine Lexus and Toyota parts to ensure the highest quality repairs and maintenance.
Service Specials: We offer a variety of service specials to help you save money on your vehicle maintenance.
Concierge Service: We offer a concierge service to make your service experience as convenient as possible.

7. The Benefits of Owning a Toyota Luxury Vehicle

Owning a Toyota luxury vehicle, whether it’s a Lexus or a Century, offers a multitude of benefits, including:

7.1. Reliability and Durability

Toyota vehicles are renowned for their reliability and durability. Lexus has consistently ranked high in reliability surveys, making it a popular choice among drivers who value long-term dependability.

7.2. Comfort and Convenience

Toyota luxury vehicles are designed to provide a comfortable and convenient driving experience. Lexus interiors are crafted with high-quality materials, such as premium leather, wood trim, and aluminum accents, creating a comfortable and inviting atmosphere.

7.3. Advanced Technology and Safety Features

Toyota luxury vehicles are equipped with the latest technology and safety features. Lexus vehicles are equipped with advanced safety systems, infotainment systems, and connectivity features.

7.4. Resale Value

Toyota luxury vehicles hold their value well over time. Lexus vehicles have consistently ranked high in resale value surveys, making them a smart investment.

8. Tips for Choosing the Right Luxury Toyota

Choosing the right luxury Toyota vehicle can be a daunting task, but by following these tips, you can narrow down your options and find the perfect vehicle to suit your needs and preferences.

8.1. Assessing Your Needs and Preferences

Before you start shopping, take some time to assess your needs and preferences. Consider factors such as:

Budget: How much are you willing to spend on a luxury vehicle?
Size: Do you need a sedan, coupe, SUV, or hybrid?
Features: What features are most important to you, such as leather seats, a navigation system, or advanced safety features?
Driving Style: Do you prefer a sporty driving experience or a more comfortable ride?

8.2. Researching Different Models and Trims

Once you have a good understanding of your needs and preferences, start researching different models and trims. Read reviews, compare specifications, and visit millertoyota.net to learn more about the Lexus and Toyota models that interest you.

8.3. Visiting Miller Toyota for a Test Drive

The best way to decide which luxury Toyota vehicle is right for you is to visit Miller Toyota for a test drive. This will allow you to experience the vehicle firsthand and see how it feels on the road.

9. Financing and Leasing Options at Miller Toyota

Miller Toyota offers a variety of financing and leasing options to make it easy to get behind the wheel of your dream luxury vehicle.

9.1. Understanding Your Financing Options

Our finance team can help you understand your financing options and find the best loan or lease for your budget. We work with a variety of lenders to offer competitive rates and flexible terms.

9.2. Leasing vs. Buying: Which is Right for You?

Leasing and buying are two different ways to finance a luxury vehicle. Leasing offers lower monthly payments and the ability to upgrade to a new vehicle every few years, while buying allows you to own the vehicle outright and build equity.

9.3. Special Offers and Incentives

Miller Toyota offers a variety of special offers and incentives to help you save money on your luxury vehicle purchase or lease. Be sure to check our website or contact our sales team to learn more about our current offers.

10. Maintaining Your Toyota Luxury Vehicle

Proper maintenance is essential to keeping your Toyota luxury vehicle running smoothly and reliably for years to come.

10.1. Scheduled Maintenance Services

Follow the recommended maintenance schedule in your owner’s manual to ensure that your vehicle receives the necessary services, such as oil changes, tire rotations, and brake inspections.

10.2. Finding a Reputable Service Center

Choose a reputable service center, such as Miller Toyota, to perform your vehicle’s maintenance and repairs. Our factory-trained technicians have the knowledge and expertise to keep your luxury vehicle running at its best.

10.3. Tips for Extending the Life of Your Vehicle

In addition to scheduled maintenance, there are several things you can do to extend the life of your vehicle, such as:

Drive carefully: Avoid aggressive driving habits, such as speeding and hard braking.
Keep your vehicle clean: Wash and wax your vehicle regularly to protect the paint and prevent rust.
Store your vehicle properly: If you’re not going to be driving your vehicle for an extended period of time, store it in a garage or under a car cover.

11. The Future of Toyota Luxury: What to Expect

Toyota is committed to continuing to innovate and expand its luxury offerings in the years to come.

11.1. Electric and Hybrid Models

Toyota is investing heavily in electric and hybrid technology, and we can expect to see more electric and hybrid Lexus and Century models in the future.

11.2. Advanced Technology and Connectivity

Toyota is also committed to developing advanced technology and connectivity features for its luxury vehicles. We can expect to see more advanced safety systems, infotainment systems, and connectivity features in the future.

11.3. Sustainable Luxury

Toyota is committed to sustainability, and we can expect to see more sustainable materials and manufacturing processes used in its luxury vehicles in the future.

12. Conclusion: Embracing Toyota’s Luxury Experience

Whether you’re drawn to the established excellence of Lexus or the emerging opulence of the Century brand, Toyota offers a luxury experience that caters to a wide range of tastes and preferences. At millertoyota.net, we invite you to explore our extensive inventory of Lexus vehicles, discover the unique benefits of the Century, and experience the unparalleled customer service that sets us apart. Visit us today and let us help you find the perfect luxury vehicle to elevate your driving experience.

Ready to explore Toyota’s luxury offerings and experience the difference? Visit millertoyota.net today to browse our inventory, schedule a test drive, and discover exclusive deals on Lexus and Toyota vehicles. Contact us at +1 (208) 376-8888 or visit our dealership at 208 N Maple Grove Rd, Boise, ID 83704, United States. Let Miller Toyota be your guide to automotive excellence in Boise.

13. Frequently Asked Questions (FAQ)

13.1. Is Lexus the luxury brand of Toyota?

Yes, Lexus is Toyota’s luxury brand, but Toyota is now positioning the Century brand above Lexus as an extra luxurious brand.

13.2. What makes Lexus a luxury brand?

Lexus vehicles are known for their high-quality materials, advanced technology, smooth ride, and exceptional customer service.

13.3. How does the Toyota Century differ from Lexus?

The Toyota Century is positioned as an ultra-luxury brand above Lexus, emphasizing exclusivity, craftsmanship, and personalization.

13.4. What is the price range of Lexus vehicles?

Lexus offers a wide range of models at various price points, starting from around $40,000.

13.5. What is the price range of the Toyota Century?

The Toyota Century is positioned at the ultra-luxury end of the market, with prices starting from around $170,000 for the standard SUV and $220,000 for the GRMN version.

13.6. Does Miller Toyota in Boise sell Lexus vehicles?

Yes, Miller Toyota offers a wide selection of new and used Lexus vehicles.

13.7. What services does Miller Toyota offer for luxury car owners?

Miller Toyota offers a comprehensive range of services for luxury car owners, including factory-trained technicians, genuine parts, service specials, and concierge service.

13.8. What are the benefits of owning a Toyota luxury vehicle?

The benefits of owning a Toyota luxury vehicle include reliability, comfort, advanced technology, and high resale value.

13.9. How can I finance or lease a luxury Toyota at Miller Toyota?