At the bi-annual Japan Mobility Show 2025 still ongoing at the sprawling Big Sight Convention Center just a few minutes from downtown Tokyo, Toyota’s enormous exhibit, which filled up the whole South Hall of Big Sight, showcased a broad spectrum of mobility concepts — not just your mainstream four-wheeled vehicles, but innovative new personal mobility concepts addressing highly diverse global transportation needs.
Toyota
For those who feel that the sedan is dead, what is arguably the most respected automotive brand in the world showcased a bold new concept of its perennially bestselling compact sedan, the Toyota Corolla Concept.
While the front end retains familiar styling treatments from the latest Toyotas, the overall look expresses a very sporty, coupe-like design with a large, slanted windshield, a swooping roofline, and even a rear wing.
Attesting to the sheer diversity of Toyota’s booth was the modular utility concept Toyota IMV Origin — built with the idea of serving emerging markets and rough-terrain use, where end users may finish or customize the vehicle themselves.
Easily one of the vehicles that drew the biggest crowds was the almost-production-ready Land Cruiser FJ, which, despite being smaller than the now-phased out FJ Cruiser, seems all set to take off where the previous FJ left off.
From a strategic viewpoint, Toyota is underscoring its rapid transformation into a full mobility company employing various levels of electrification, connectivity, and autonomy alongside its more conventional vehicles.
This strategy allows the global giant to remain ultra-relevant to a broad variety of customers—from mainstream buyers (Corolla) to emerging markets (IMV), as well as to the adventure and off-road segments (Land Cruiser). The concept vehicles highlight Toyota’s push toward more expressive design, diversified powertrains, and greater flexibility to address global mobility needs.
Lexus
At the 2025 JMS, Lexus took the multi-pronged approach to new heights. Not only did it unveil a spectacular array of concept cars, it showed off the brand’s ability—and propensity—to dabble (heavily) into air- and ocean-going mobility vehicles.
Taking center stage was the Lexus LS Concept—easily the biggest surprise from the brand. Acknowledging that SUVs and other people movers are where previous sedan buyers are gravitating to, Lexus reimagined its flagship LS sedan’s “Luxury Sedan” foundation into a radical “Luxury Space” concept—right down to its six-wheeled configuration and one-box design. Don’t be surprised if it comes with the kitchen sink.
The Lexus Sport Concept looked every inch the LFA supercar predecessor it seems destined to be while the luxury brand’s svelte and futuristic LS Coupe Concept embodied what an off-roading Lexus LS could be.
Venturing way further off road was the Lexus Catamaran Concept (rendered in scale) and the very real personal air mobility craft developed jointly with Joby, which looks like a cross between a helicopter and a huge multi-rotor drone.
With Toyota positioning its Century nameplate into its own ultra-luxury brand, Lexus is transitioning into less about being the pinnacle luxury car into an icon of innovation, lifestyle mobility, and brand expression.
Century
Indisputably the Toyota Group’s most earth-shaking story of JMS 2025 was the announcement of the Century name becoming a standalone luxury brand that sits above Lexus. The majestic yet very traditional-looking V12-powered Century sedan has always been the hallmark of Japanese automotive luxury. And Toyota is taking it to greater heights—and aiming its crosshairs at no less than Rolls-Royce and Bentley. .
In his opening remarks which left every attendee in rapt attention, Toyota group Chairman Akio Toyoda spoke of the Century’s origins in Japanese craftsmanship, culture and tradition — referencing age-old artisanal processes. The Century brand was formally introduced at JMS 2025 as a “One of One” ultra-luxury marque, utilizing bespoke production, exclusivity and craftsmanship.
The jaw-dropping Century Coupe Concept on display underscores the brand’s ambition—looking every bit as regal as a Rolls-Royce Wraith or a Bentley Continental GT—while the Century SUV Concept (which seemed surprisingly almost like a production model) had all the presence and sheer size of a Rolls-Royce Cullinan. Car enthusiasts were delighted to see a GR Century sedan, with white paint and blacked out trim, including sporty black alloy wheels, huge brakes, and a lowered stance.
For the Toyota Group, the creation of Century as a top-tier brand signals a new luxury hierarchy: Toyota for the mass market, Lexus as the premium and innovative brand, and Century as ultra-luxury. This move frees Lexus to experiment more boldly while positioning Century as Japan’s answer to ultra-luxury marques. It also further strengthens Toyota’s global credentials in the face of a highly competitive race for world dominance in the automotive industry, including fending off a multi-pronged onslaught from a battalion of Chinese brands.
