丰田重新定义“雷克萨斯”

Core Viewpoint - Toyota is restructuring its luxury vehicle strategy by establishing the "Century" brand as an independent entity to target the ultra-luxury car market, while also enhancing the Lexus brand's positioning and development freedom [2][5][6]. Group 1: Lexus Brand Strategy - Toyota showcased the "LS Concept," a six-wheeled electric vehicle, at the "Japan Mobility Show 2025," emphasizing the brand's renewal and advanced technology [4]. - The LS Concept is designed as a chauffeur car, maximizing interior space due to the absence of a fuel tank, featuring a three-row seating arrangement [4]. - The complexity of Lexus's positioning has prompted Toyota to redefine its luxury brand strategy, aiming to clarify brand roles and enhance differentiation from competitors [6][7]. Group 2: Century Brand Development - The "Century" brand is positioned as the pinnacle of Toyota's offerings, with the goal of becoming a symbol of Japanese pride and luxury [5]. - The Century brand has introduced a sedan and an SUV, priced at 20.08 million yen (approximately 935,000 RMB) and 27 million yen (approximately 1.257 million RMB), respectively [5]. - By placing the Century brand above Lexus, Toyota aims to allow Lexus to develop more freely within the luxury car segment [7]. Group 3: Brand Structure and Market Positioning - Toyota's new brand structure includes five brands: Century, Lexus, Koda, Daihatsu, and GR, each targeting different market segments [6]. - The establishment of the Century brand is seen as a strategic move to challenge the ultra-exclusive market, with expectations for accelerated launches aimed at affluent consumers [6]. - The success of the Century brand will be crucial for the redefinition of Lexus, as it seeks to establish a clear luxury identity [7].