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Toyota has asked some Lexus dealers to prepare to sell Century and GR products alongside Lexus
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The move changes Lexus’ single retail strategy to a mix of premium Toyota products and brands
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Dealers weigh not just costs to support new brands, but the impact to Lexus within their own showrooms
Coming off what John Iacona describes as a banner 2025, Lexus dealers are now confronting an interesting challenge: whether to invest in retail operations for two additional Toyota Motor Corporation franchises that could fundamentally reshape their showroom strategies.
Iacona, chairman of the National Lexus Dealer Committee, emphasized that dealers will need to take a “holistic” approach when evaluating opportunities to add Century and GR brands to their stores. This isn’t simply about expanding inventory – it’s about making strategic infrastructure investments that align with each dealership’s long-term vision and market positioning. And perhaps most importantly, how will the move impact Lexus?
Century Moves Further Upmarket
The Century brand presents a particularly unique proposition. Positioned above Lexus in Toyota’s luxury hierarchy, Century vehicles will command price points ranging from $160,000 to well over $200,000, making them more expensive than anything currently sold through Lexus showrooms aside from the discontinued LFA supercar. Dealers interested in retailing Century will need to create specialized service experiences, likely including dedicated “Century Meister” specialists trained to deliver the white-glove treatment these ultra-luxury buyers expect.
The question dealers must answer: does their market have sufficient depth for ultra-premium vehicles, and can they justify the facility upgrades and personnel training required?
GR GT: Friend or Foe of LFA?
The GR franchise adds another layer of complexity. With the upcoming GR GT supercar potentially priced around $225,000 and sharing showroom space with the all-electric Lexus LFA, dealers will essentially be managing competing halo products under one roof. This requires careful consideration of brand positioning, sales staff specialization, and how to market both vehicles without cannibalizing one another.
If Lexus dealers sell the GR GT, then what is the retail strategy for other GR products like GR Supra, GR MR2, and GR Corolla? Furthermore, how does Toyota create one experience for the GR brand if some products are sold through Toyota dealers and others through Lexus franchises? Lexus dealers seem to have more questions than answers.
In-House Competition for Lexus… In select markets
What makes these decisions even more critical is the timing. Lexus dealers enjoyed record profitability in 2025, and the brand is targeting flat growth in 2026 despite economic headwinds including inflation concerns and potential tariff impacts. Adding Century and GR franchises means committing capital during a period of economic uncertainty, though for dealers in the right markets, these ultra-premium segments could represent lucrative diversification strategies.
As Iacona suggests, the successful dealers will be those who evaluate these opportunities comprehensively, considering not just short-term volume potential but long-term brand fit, market demographics, and operational capabilities. Not every Lexus store will – or should – pursue both franchises, making this a defining strategic moment for the dealer network.
Source: Automotive News
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