Toyota’s Teaser Campaign: A Mysterious Collaboration with Lexus, Century, and GR

In a move that has stirred curiosity across the automotive world, Toyota has launched a cryptic teaser campaign hinting at a joint project involving several of its most iconic sub-brands: Lexus, Century, Gazoo Racing (GR), and Daihatsu. While official details remain under wraps, the campaign has already sparked widespread speculation and excitement, especially with the involvement of Toyota Chairman Akio Toyoda himself. With a countdown ticking toward October 13, enthusiasts and industry insiders alike are watching closely to see what this mysterious collaboration will unveil.

🔍 The Tease Begins

The teaser campaign began on September 19 with the launch of a dedicated website featuring the emblems of Toyota, Lexus, Century, GR, and Daihatsu. Each day, a new message is posted—some playful, some cryptic, but all designed to build anticipation. The countdown aligns with the upcoming Japan Mobility Show 2025, which opens on October 30, suggesting that the full reveal may coincide with one of the industry’s most influential events.

What makes this campaign particularly intriguing is its tone. Rather than a traditional press release or product leak, Toyota has opted for a narrative-driven approach, with daily updates that feel more like diary entries than corporate announcements. This strategy has created a sense of intimacy and suspense, drawing fans into the unfolding story.

🏛️ Akio Toyoda’s Unexpected Cameo

Just three days into the campaign, Akio Toyoda made headlines with a humorous yet pointed Instagram post. He criticized the placement of the Century emblem on the far left of the lineup, insisting that it deserved a more central position. “Century doesn’t belong there!” he wrote, prompting the website team to quickly rearrange the emblems. Toyoda followed up with another post thanking the team for the correction.”

While the exchange may seem lighthearted, it underscores the importance of the Century brand in Toyota’s luxury portfolio. Toyoda’s insistence on placing Century at the center suggests that it may play a pivotal role in the upcoming project—perhaps even as the flagship of a new initiative.

🧩 What Could It Be?

With Toyota, Lexus, Century, GR, and Daihatsu all involved, the possibilities are vast. Japanese media and industry analysts have floated several theories:

• A Shared Performance Platform: The presence of GR and Lexus hints at a performance-oriented project. Many speculate that the TNGA (Toyota New Global Architecture) platform could be the foundation for a new modular chassis or drivetrain shared across brands.
• A Sporty Century Variant: Following the surprise launch of the Century SUV, some believe Toyota may be preparing a more athletic version of the traditionally ultra-luxurious Century—perhaps a coupe or sedan with GR tuning.
• Experimental EV or Hybrid Tech: With Lexus and GR heavily invested in electrification, the project could debut a high-performance hybrid or electric system designed to span multiple brands.
• Symbolic Brand Unity: The emblems displayed together may represent more than just a product—they could signal a strategic alignment of Toyota’s sub-brands under a unified vision for the future.

🚗 Why It Matters

This teaser campaign isn’t just about a new car—it’s about how Toyota communicates innovation. By involving multiple brands and using a slow-drip narrative, Toyota is redefining how automakers build hype. The campaign also reflects a shift in consumer expectations: people want more than specs and features—they want stories, personalities, and drama.

Akio Toyoda’s involvement adds a human touch to the campaign, reminding us that behind the corporate machinery is a passionate leader who cares deeply about brand identity and legacy. His playful critique of the emblem arrangement wasn’t just a joke—it was a subtle message about hierarchy, respect, and the evolving role of Century within Toyota’s ecosystem.

📅 What’s Next?

With the countdown set to end on October 13, all eyes are on Toyota. Will we see a new concept car? A revolutionary platform? A reimagined Century? The only certainty is that Toyota is preparing something big—and they’re having fun keeping us guessing.

The Japan Mobility Show 2025 will likely serve as the stage for the full reveal, and if the teaser campaign is any indication, the unveiling will be dramatic, bold, and possibly game-changing.