Toyota presents new concepts and brand strategy at Japan Mobility Show 2025

Toyota Group unveiled new models and concepts in Tokyo, highlighting Lexus’ Discover philosophy, Century’s evolution into a standalone brand, and Daihatsu’s electric innovations.

At the 2025 Japan Mobility Show, Toyota Group presented not just a collection of new vehicles but a complete vision of how it sees the future of its brands. Across the halls of Tokyo, the company showcased how one group can unite diverse approaches to mobility — from Lexus luxury to Daihatsu compact ingenuity — while maintaining a shared spirit of innovation.

The highlight of this transformation was the Century brand, officially spun off as a standalone marque. The debut of the Century Coupe marked Toyota’s move into the ultra-luxury segment, positioning it alongside names like Rolls-Royce and Bentley. This shift also redefines internal dynamics, giving Lexus greater freedom to explore new creative directions.

Lexus introduced its “Discover” philosophy — an approach that blends technology, craftsmanship, and personalization. While the company has yet to disclose the ecosystem’s full structure, its focus on human experience and expanded interaction with vehicles sets the tone for future development.

On Toyota’s side, the new Corolla Concept drew attention as a near-production prototype hinting at the next generation of the popular model. Clean body lines, a glass roof, and electrified underpinnings reflect the brand’s intent to maintain accessibility while embracing sustainable technology.

Daihatsu, meanwhile, unveiled the theme “DAIHATSUMEI for me” and a series of concepts, including the electric Midget X — a modern nod to one of the company’s most iconic microcars. The brand continues to champion practical urban mobility that fuses heritage with innovation.

Together, these debuts underline Toyota Group’s commitment to realizing its “mobility for all” philosophy. Each marque plays a distinct role in that vision — from ultra-luxury experiences to compact EVs — and, judging by early media reactions, the company succeeded in showing that mobility today means far more than movement alone.