A few teasers had already set the tone for Toyota’s big reveal at the 2025 Japan Mobility Show. In the weeks leading up to the event, the company showed glimpses of a radical four-seat Toyota Century coupe concept, a surprisingly futuristic and sleek all-electric Corolla and a luxury Lexus minivan. This momentum followed the debut of the compact 2026 Toyota Land Cruiser FJ and sent a clear message: Toyota is reshaping its entire lineup for a new design era.
When the lids finally came off in Tokyo, Toyota Group presented a new philosophy for its future. With brands such as Lexus, Toyota, Daihatsu and now Century as an independent brand, the company presented a vision built around individuality, lifestyle, technology and tradition.
Lexus Chief Branding Officer Simon Humphries presented the new LS Van Concept, a radical-looking six-wheeled ‘luxury space’ that redefines what a flagship model can be at a time when traditional sedans are losing ground to SUVs. The emphasis here is on freedom, privacy and personal space, three things that resonate deeply in a world where time and tranquility are the ultimate luxury. Supporting its debut were two other flagships: the LS Coupe Concept and the Lexus Sport Concept, which we previously saw at the Quail earlier this year.
Lexus also presented its broader vision of ‘360-degree mobility’, which extends beyond the roads. In collaboration with Joby Aviation, a sneak preview of quiet, all-electric air mobility systems that allow you to travel between your home, city hub and coastal town without touching the ground. Lexus even teased an autonomous catamaran concept, showing how its design principles could extend seamlessly to the sea.
Chairman Akio Toyoda’s presentation of the new Century brand carried equal weight. He told the story of Japan’s resilience and identity through the lens of the Century. He recalled how chief engineer Kenya Nakamura created the first century in 1963 under the mantra “to be like no other,” combining groundbreaking innovation with Japanese art such as Nishijin-ori brocade and Edo metal engraving.
Toyoda framed the Century as “a symbol of Japanese pride,” created to embody peace, craftsmanship and cultural exchange. With its iconic Phoenix emblem representing harmony and renewal, the New Century brand represents the rebirth of Japan as much as Toyota’s next century of innovation, and within the brand hierarchy, will now sit above Lexus.
For those who don’t know, the Century brand has been exclusive to Japan until now and is often favored by the country’s elite, including the Japanese royal family. But with this step and the introduction of the SUV in 2023, the Japanese carmaker is ready to compete with luxury brands from the West, such as Rolls-Royce and Bentley. While Toyota revealed a lot during its presentation, all eyes are now on Toyota Gazoo Racing’s first supercar, which will be unveiled in December. Watch this space.
Images: Toyota Motor Corporation
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