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 dropped glimpses of a radical four-seater Toyota Century coupe concept, a surprise futuristic and sleek all-electric Corolla, and a luxury Lexus minivan. This momentum followed the debut of the compact 2026 Toyota Land Cruiser FJ, signaling a clear message: Toyota is reshaping its entire lineup for a new design-led era.
When the covers finally came off in Tokyo, Toyota Group laid out a new philosophy for its future. Across brands like Lexus, Toyota, Daihatsu, and now Century as a standalone marque, the company presented a vision built around individuality, lifestyle, technology, and tradition.
Lexus’s Chief Branding Officer, Simon Humphries, presented the new LS Van Concept, a radical-looking six-wheeled “luxury space,” which redefines what a flagship model can be in an age where traditional sedans have been losing ground to the likes of SUVs. The focus here is on freedom, privacy, and personal space, three things that resonate deeply in a world where time and tranquility are the ultimate luxuries. Supporting its debut were two other flagships: the LS Coupe Concept and the Lexus Sport Concept, which we've previously seen earlier this year at the Quail.
Lexus also showcased its broader “360-degree mobility” vision, expanding beyond roads. In collaboration with Joby Aviation, it previewed quiet, fully electric air mobility systems that could let you travel between your residence, city hub, and coastal retreat without touching the ground. Lexus even teased an autonomous catamaran concept, showing how its design principles can extend seamlessly to the sea.
During Chairman Akio Toyoda’s presentation of the new Century Coupe and the Century brand, he told the story of Japan’s resilience and identity. He recalled how, in 1963, Chief Engineer Kenya Nakamura created the first Century under the mantra “to be like no other,” bringing together cutting-edge innovation with Japanese craftsmanship, such as Nishijin-ori brocade and Edo metal engraving.
Toyoda framed the Century as “a symbol of Japan’s pride,” created to embody peace, and cultural exchange. With its iconic phoenix emblem representing harmony and renewal, the new Century brand stands for Japan’s rebirth as much as Toyota’s next century of innovation, and within the brand hierarchy, the marque will now sit above Lexus.
For those unaware, the Century brand until now has been exclusive to Japan, and is often favored by the nation's elite, including the Japanese Royal Family. But with this move and the introduction of the SUV in 2023, the Japanese automaker is set to take on flagship luxury marques from the West like Rolls-Royce and Bentley. While Toyota revealed a lot during its presentation, all eyes are now on Toyota Gazoo Racing's first supercar, confirmed for a December reveal. Watch this space.
Images: Toyota Motor Corporation
