At the recently concluded 2025 edition of the bi-annual Japan Mobility Show, Toyota reaffirmed its unequalled global relevance with a stunningly huge showcase of four of its brands (Toyota, Daihatsu, Lexus, and Century) occupying the whole South Hall of Big Sight convention center, just a few minutes from downtown Tokyo.
While Toyota and Daihatsu showcased an impressively vast display of mobility solutions for every single demographic imaginable, Lexus and Century unveiled an exhibit that reflected more a philosophical change than just the traditional new product or concept launch.
The Coupe of the Century
While the collective displays of Toyota made a resounding boom, it was the singular announcement that Century will be spun off as its own brand entering the ultra-luxury segment that was arguably the most earth-shaking news at JMS 2025.
After almost 60 years of production as a very limited model of Toyota’s flagship luxury sedan, Century will now become its own ultra-luxury nameplate. While the Japanese have always been extremely courteous and discreet when talking about their rivals, it was refreshing to hear Akio Toyoda himself uttering the names “Rolls-Royce” and “Bentley” as the automobiles that the new Century brand will be taking on.
And do they have the vehicles! Taking centerstage at the Century booth was a huge fiery red-orange fastback Coupe Concept with forward-sliding doors that looks every bit ready to take on the $400,000 Rolls-Royce Spectre. Like its British rival, the Century Coupe will be handcrafted, but will be using the most artful and artisanal Japanese craftsmanship and materials.
Also taking pride of place at the Century exhibit was the Century SUV, which every inch looks like a solid Rolls-Royce Cullinan competitor. Hyper-expensive cars are expected to deliver commensurate performance, despite their humongous size and weight. To this end, Century unveiled a sedan given the Gazoo Racing treatment, right down to a blacked-out grille, huge black alloy wheels housing equally large disc brakes, and a lowered suspension. One word could describe this car: bad-ass.
In announcing his decision to move Century into the rarefied ultra-luxury atmosphere, Akio Toyoda delivered these meaningful words in his speech:
“That is what the Century means to me. With Shoichiro (Toyoda)’s passing, I came to see this as my personal mission. Of course, I cannot do it on my own. Thankfully at Toyota, we have many colleagues who carry on the spirit of Kenya Nakamura (Toyota’s first chief engineer). Together, we have decided to launch the Century brand.
“One of One” or as Nakamura put it, “To be like no other.”
Century is not just another brand within Toyota Motor Corporation. We want to cultivate it as a brand that brings the spirit of Japan―the pride of Japan―out into the world. The next Century begins with us.”
A more whimsical and multi-disciplinary Lexus
The positioning of Century as the pinnacle brand of Toyota enables Lexus as a premium nameplate to take on a more dynamic, multi-dimensional, and even whimsical identity. Hence the presence of a scale model of a Lexus Catamaran, built with all the guiding principles by which Lexus automobiles are designed and created.
The biggest news at Lexus, however, was a stunning new take on the pioneering Lexus LS large sedan—the car that put Lexus on the world map. Lexus executives acknowledged that “sedans were fighting a losing battle to SUVs”—and that interior space was mostly the reason for the shift. So when Lexus designers envisioned what LS buyers would want from their car, they decided to give space. Lots of it.
Hence the LS Concept, which looks like a cross between a large van and a small camper/mobile home. Lexus design chief Ian Cartabiano (who is president of Toyota’s US-based Calty Design Center) explained that from “Luxury Sedan,” they reinterpreted the LS designation to “Luxury Space.” Needless to say, a large sedan buyer who wants even more omotenashi space and luxury will have way more of it in the LS Concept.
Then there’s the Lexus Coupe Concept—a bold embodiment of a large, sporty crossover that can go anywhere while retaining all the celebrated Takumi craftsmanship and attention to detail that Lexus has been renowned for.
Performance? Look no further than the breathtakingly sleek Lexus Sport Concept, which looks every bit destined to follow the footsteps of Lexus’ incredible LFA super car.
Future mobility? Lexus has an answer to that, too, with the LS Micro Concept, an autonomous-driving electric single-seater transportation pod that opens at the front, with the seat sliding towards you for easier access, before sliding back, closing the door, and cocooning you in a fully enclosed airconditioned mobile easy chair.
Altogether, Lexus proclaimed its new message and vision at JMS 2025—to Discover A New Luxury Lifestyle.
