Toyota offered a sneak peek at the new Century, but this time, the ultra-luxe marquee is being spun off into a new high-end brand that will sit above Lexus.
The Toyota Century evolves into an ultra-luxe brand
Since it launched its first vehicle in 1989, the LS 400, Lexus has become one of the largest luxury brands globally. However, Lexus isn’t the only luxury marque Toyota offers.
The Century was around even before Lexus. First introduced in 1967 to celebrate Toyota’s founder, Sakichi Toyoda’s 100th birthday, the Century was Toyota’s most luxurious vehicle.
It has since become a symbol of luxury in Japan and a top choice for higher-up Japanese company officials as a chauffeur car. Toyota launched the new Century in 2023, an SUV, built on its latest plug-in hybrid (PHEV) system.
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Now, Toyota’s ultra-luxury marque is evolving again and will become a standalone brand that will sit above Lexus. And this time it will be sold overseas.
Toyota previewed the new Century for the first time earlier this week, set to rival higher-end brands like Rolls-Royce and Bentley.
Toyota previews new Century ultra-luxury brand (Source: Toyota)
According to Top Gear, the move to launch Century as a separate brand comes after Toyota’s former CEO, Akio Toyoda, was “concerned” with how the ultra-luxury model fit in its lineup.
Toyoda explained that “Until now, Century’s place in the company has not been clear,” adding “Overseas brands are the result of the merger of companies with different roots and origins, but all of these (Toyota) brands, except for Daihatsu, have the same roots.”
Toyota previews new Century ultra-luxury brand (Source: Toyota)
Toyota’s former boss compared Lexus to “the eldest son” and Toyota to “like the second son,” adding that Lexus “had the sense that it had to be responsible as the eldest son.”
“I previously suggested ‘why not make an above-Lexus?’, but because Toyota is a full-line mass-production manufacturer, they end up taking cars that sell in large quantities. However, when it comes to higher-end cars, even Lexus needs to go above and beyond,” Toyoda said.
Toyota previews the Corolla EV (Source: Toyota)
He added, “Toyota has the Century, so I advised them to position it this way.” So where does that leave Lexus? According to Toyota’s chief branding officer, Simon Humphreys, “Lexus will be freer to act.”
The Lexus brand will “continue to take on challenges as a pioneer,” Humphreys added, while “Century will take on the high-end market as the top of the top, one of one.”
Toyota previewed several vehicles that will debut later this month at the 2025 Japan Mobility Show, including the Lexus LS Concept, a six-wheeled minivan, an electric Corolla, and the new Century.
The Japan Mobility Show starts on October 30, 2025, but press days open on October 29, so more details are expected soon. Stay tuned.
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For those who don’t remember, the rollout of the previous refresh was terrible. Tesla took orders for almost a year, but it waited for almost another year to start deliveries due to problems ramping up production.
Now, it appears that deliveries in Europe will occur within 6 months of the refresh and within weeks of ordering for most people.
That said, the mid-cycle refresh has been considered mild and isn’t likely to have a significant impact on sales.
I wouldn’t expect more than a few thousand Model S/X sales in Europe per year.
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Uber gets it. The rideshare behemoth has observed the upward trend of EV adoption across its database of customers and drivers and is helping to support that transition. Beginning today, the “Uber Green” ride option is now called “Uber Electric,” visible to all app users worldwide. To celebrate the transition, Uber is offering discounted rides for those opting for electric vehicles, and drivers may also qualify for a $4,000 grant.
At this point, Uber is a household name in the rideshare and logistics industries. Hell, it’s even a verb at this point. You don’t get this far without innovation and foresight, something the $200 billion company has excelled at to constantly evolve and adapt.
I recall when Uber initially offered only black town cars. Now you can order an UberX, Uber XL, Uber Comfort, Uber Eats, Uber Pet, rent a car, order groceries… the list goes on. In terms of electric vehicle adoption, Uber has long shown interest in the technology and quickly understood that EVs are ideal for the gig economy that comprises its market.
We’ve seen Uber partner with several autonomous vehicle developers, many of which operate fleets of electric vehicles. In fact, we’ve covered so many partnerships between Uber and other exciting mobility companies that we can’t begin to name all of them.
Today, Uber has recognized the dwindling incentives available to US drivers interested in going electric and has tweaked its rideshare offerings to promote more sustainable options.
Source: Uber
Uber Green goes full-electric worldwide today
According to an email sent from Uber this morning, Uber Green has been renamed Uber Electric. Per the company, the new name “reflects record EV growth on our platform, making it easier for riders to choose zero-emissions rides.”
Uber elaborated that over 200,000 EVs are driving on its global network, and 1 in 4 of its customers say their first-ever EV ride was through the Uber app (I hope it wasn’t in the back seat of a Model Y, because that’s a rough ride).
Today’s transition builds upon Uber’s decision to make Uber Green (a mix of hybrids and EVs) fully electric in the US earlier this year. Those parameters now apply to the entire rideshare network. Pradeep Parameswaran, Global Head of Mobility at Uber, spoke:
Uber Electric is more than a new name, it represents the real progress we’ve made toward electrifying our platform globally over the past five years. Thousands of drivers are leading the charge, choosing electric and helping cities improve air quality. We’ll keep supporting drivers by removing barriers to EV adoption and working with cities to improve access to charging.
To celebrate the transition to Uber Electric, the company is offering customers 20% off (up to $8) their next EV ride when they use promo code GOELECTRIC20 (valid for 7 days).
Additionally, Uber has recognized the expired federal grant of $4,000 for used EV purchases in the US and is keeping that incentive alive in certain states to entice drivers to continue to go fully-electric. The company’s “Go Electric” grants will offer eligible Uber drivers up to $4,000 toward new and used electric vehicle purchases, but only in the following regions:
California
Colorado
Massachussetts
New York City
Uber’s grant can be combined with other individual state incentives, making it easier than ever for drivers to go electric, depending on their state. Uber pointed out that US drivers nationwide can still receive $1,000 toward any new or used EV purchased through TrueCar.
Go electric! Opt for the EV option on your next ride and use that discount code!
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Tesla is recalling approximately 13,000 recent Model 3 and Model Y vehicles built earlier this year due to a battery pack defect that can result in power loss.
In August, Tesla started getting reports of power losses in new Model 3 and Model Y vehicles.
After reviewing 36 warranty claims and 26 field reports, the automaker identified a defect in some battery pack contactors that could potentially affect approximately 8,000 Model Ys and 5,000 Model 3s built in the US between March and August 2025.
Tesla wrote in the recall notice:
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The recall population includes certain Model Year (“MY”) 2025 Model 3 vehicles manufactured between March 8, 2025, and August 12, 2025, and MY 2026 Model Y vehicles manufactured between March 15, 2025, and August 15, 2025, that are equipped with a battery pack contactor manufactured with InTiCa solenoid.
If the battery pack contactor opens when the vehicle is in drive, it loses power and ability to apply torque, which may increase the risk of a collision – hence the safety recall.
The automaker identified Sistemas Mecatrónicos InTiCa S.A.P.I., a tier 2 supplier in Mexico, and SongChuan, a tier 1 supplier in Taiwan, as being involved in the recall.
Tesla confirmed that it is contacting all potentially affected owners and it will replace the affected contactor with “a certified contactor that does not contain InTica solenoid and that maintains coil termination connection” at no cost to owners.
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