Japan Mobility Show 2025: Toyota (2/2)
- Toyota's announcement that it will present a spectacular concept car under the Century banner is unusual for the luxury sub-brand, which is known for its discretion, and can be explained by Toyota's strategy to develop the brand and market it outside Japan. Since 1967, Toyota has developed the Century sub-brand as a symbol of discreet luxury. However, it has hardly been marketed outside Japan. With Toyota's announcement on October 13, the company revealed its strategy that there will be five independent brands in the future—Century, Lexus, Toyota, GR, and Daihatsu—and that Century will be positioned above Lexus as the top luxury brand. As far as can be seen from the first pictures, the body is leaning towards a sedan coupé, but could also be developed in the direction of an SUV. Some details, such as the sheet metal rear window and sliding doors, indicate that the study is still at an experimental stage. The focus seems to be on full hybrid or fully electric motors as possible drive systems.
- At Lexus, Toyota's premium subsidiary, there is a noticeable trend among customers to switch from classic sedans to vans. Even upscale taxis in Asia are often more luxurious vans. That's why Lexus has decided to reintroduce the LM. But the LS is also apparently set to be transformed into a van, as Lexus plans to unveil a corresponding concept at JMS 2025. The few teaser images that have been released suggest an enormous size. This could indicate a BEV, as their platforms allow for generous use of space. Most striking, however, are the three axles, which further emphasize the length and break with the brand's conventions. Lexus will likely wait for feedback from the show to decide whether and how the vehicle can be brought to production.