Toyota Creates Ultra-Luxury Century Brand Above Lexus

What are your thoughts on this? Doesn’t seem like this news has caught on yet and could be a good buy if this pans out for Toyota in the long run. However I am skeptical about the tangible impact of this on Toyotas bottom line as it will probably have negligible effects on their overall revenues. The biggest difference I see is potentially elevating the reputation of the Lexus brand which is not at the top of the luxury/premium sector.