At the Japan Mobility Show 2025, Lexus presented its vision for the future of luxury mobility. Chief Branding Officer Simon Humphries led the press briefing, highlighting the brand’s direction and new concepts.
Humphries emphasized that this year’s event holds greater significance for Lexus than just a single showcase. He referenced recent commercials from Toyota Group brands, stating that each brand now has a clear promise to customers. With Century positioned in the ultra-luxury segment, Lexus aims to focus on delivering new luxury experiences at the core of its market.
He explained that Lexus’s promise is centered on discovery: “To think independently confidently to be adventurous and innovative all with the explicit goal of helping our customers discover a new luxury lifestyle.”
Humphries challenged traditional perceptions of luxury car brands by referencing the flagship LS model. He noted shifts in consumer preferences: “Since the Lexus LS was introduced in 1989.” The rules of the luxury market have changed dramatically. Once upon a time, executive sedans ruled the automotive world. Now, they are fighting a losing battle with SUVs.
He observed that customers now seek vehicles that offer flexibility and personalization: “Our customers want to define things on their own terms. They want the space and freedom to curate their time with maximum efficiency. And they aren’t afraid to challenge the status quo in pursuit of that ideal.”
The company introduced several concept vehicles as part of its flagship series. Among them was an updated LS Concept featuring six wheels aimed at maximizing interior space and privacy: “When that door opens you are teleported to a home away from home your own private space a space to truly discover sanctuary.” Humphries described these features as essential luxuries in today’s fast-paced world.
Lexus also unveiled concepts like the Sport Concept and LS Coupe Concept designed for immersive driving experiences and versatility: “The ability to discover duality a car that is as fun for the driver as it is for the passenger.”
Looking ahead, Humphries discussed expanding beyond traditional cars by integrating autonomous technologies into compact urban formats and exploring mobility solutions across land, sea, and air. He mentioned ongoing collaboration with Joby on personal air mobility due to its quietness, efficiency, and potential for independent living.
The presentation concluded with reflections on how Lexus aims to support diverse lifestyles through innovative products and services: “Ladies and gentlemen, luxury is leadership and the leading edge of luxury is forever evolving… We pride ourselves on being eye to eye with our customers.”
Toyota Motor Corporation reiterated its commitment to developing safe, high-quality products while supporting sustainable development goals globally. The company continues efforts toward connected, automated, shared, and electrified technologies aligned with United Nations’ Sustainable Development Goals (SDGs). More information about Toyota’s SDG initiatives can be found at https://global.toyota/en/sustainability/sdgs/.
Recent related announcements include new vehicle launches such as Land Cruiser models in Japan as well as previous presentations at international events.
