What’s Really Going On With Toyota’s Mysterious Multi-Brand Project?
Why Are Toyota, Lexus, Century, GR, and Daihatsu Teaming Up?
If you’ve been following automotive news lately, you might have noticed Toyota stirring the pot with a cryptic teaser campaign. Five emblems—Toyota, Lexus, Century, Gazoo Racing (GR), and Daihatsu—lined up together, hinting at a collaboration that’s got car enthusiasts and industry insiders buzzing. The details? Still under wraps, with only a countdown clock ticking toward an October 13 reveal and a promise of daily updates on a dedicated website.
So why bring these brands together? Each represents a unique slice of Toyota’s automotive empire. Lexus is synonymous with luxury, GR is all about performance, Daihatsu covers the compact and practical end, and Century is the ultra-premium flagship. Pulling them into a single project signals something big—possibly a new modular platform, a shared technology initiative, or even a fresh approach to mobility for the Japanese market and beyond.
What’s the Deal With the Emblem Shuffle and Akio Toyoda’s Instagram Moment?
Here’s where things get interesting. Just days into the teaser campaign, Akio Toyoda—Toyota’s chairman and a figure known for his hands-on leadership—jumped onto Instagram with a playful jab at the marketing team. He didn’t like seeing the Century emblem stuck on the far left of the lineup. His message? Century deserves the spotlight, right in the center.
The team responded almost instantly, updating the website to put Century front and center (or top, if you’re on mobile). Toyoda’s follow-up post was equal parts gratitude and gentle ribbing, thanking the team for listening and joking about their attention to his social media. On the surface, it’s a fun bit of corporate banter. But dig a little deeper, and it’s clear: Century isn’t just another badge in the Toyota family. It’s a symbol of prestige and tradition, and its placement hints at a central role in whatever’s coming next.
Could This Be About a New Platform or Technology?
Japanese media and industry analysts are connecting the dots. All five brands share Toyota’s TNGA (Toyota New Global Architecture) platform—a modular system that’s revolutionized how Toyota designs and builds cars. Akio Toyoda even highlighted the TNGA initials in his posts, fueling speculation that this project could showcase the next evolution of the platform.
Why does this matter? TNGA has allowed Toyota to streamline production, improve safety, and boost driving dynamics across its lineup. If this new project is about taking TNGA to the next level—perhaps integrating electrification, advanced driver assistance, or even hydrogen tech—it could set a new benchmark for the industry. According to a 2023 report from the International Energy Agency, Toyota remains a global leader in hybrid and alternative fuel vehicles, so a new platform could have ripple effects far beyond Japan.
What Clues Have Been Dropped in the Daily Teasers?
The campaign’s daily messages are a masterclass in keeping fans hooked while giving away almost nothing. Early updates confirmed that even Toyota’s own dealers are in the dark. The emblems were explained, and the team admitted to scrambling after Toyoda’s Instagram critique. The most telling clue? After moving Century to the center, the message read: “This repositioning of the Century … I was reminded that this is an important element of this project.”
It’s a subtle but clear signal: whatever’s coming, the Century’s legacy—luxury, craftsmanship, and exclusivity—will be a core part of the story.
How Does This Fit Into Toyota’s Broader Strategy?
Look at the timing. The teaser site’s URL references the Japan Mobility Show 2025, opening October 30. This isn’t just a product launch—it’s a statement about Toyota’s vision for the future of mobility. In recent years, Toyota has pushed hard into electrification, hydrogen, and connected car tech, while also defending the role of hybrids and internal combustion in a rapidly changing market.
Akio Toyoda himself has been outspoken about the need for a balanced approach, telling reporters in 2023 that “carbon is the enemy, not the internal combustion engine.” This project could be Toyota’s way of showing how multiple brands, technologies, and philosophies can coexist—and even thrive—under one roof.
What Should Enthusiasts and Industry Watchers Expect on October 13?
With so much secrecy, it’s tempting to let your imagination run wild. Will we see a new luxury flagship that blends Century’s opulence with Lexus tech and GR performance? A modular platform that can underpin everything from city cars to high-end sedans? Or maybe a new approach to mobility services that leverages Daihatsu’s expertise in compact vehicles?
Whatever the answer, it’s clear Toyota is using this campaign to build excitement—and to remind the world that even the most established automakers can still surprise us.
The big takeaway? Innovation at Toyota isn’t about perfection—it’s about smarter adjustments, listening to feedback (even on Instagram), and putting the right pieces in the right place. Start with one change this week, and you’ll likely spot the difference by month’s end.