On October 13, 2025, Toyota Motor Corporation revealed details of the vehicles it will unveil at the highly anticipated Japan Mobility Show 2025 (JMS2025). Chairman Toyoda Akio himself appeared in a live Toyota Times broadcast to unveil the company’s unprecedentedly innovative concept cars and brand strategy, creating a buzz in the automotive industry.
Featured models at Japan Mobility Show 2025
Century Coupe – The ultimate in luxury and Japanese aesthetics
Toyota Century Coupe
The vehicle that has attracted the most attention is the orange Century Coupe . This vehicle overturns the conventional concept of a black sedan and was developed under the concept of “One of One” as a one-of-a-kind vehicle that could only be made in Japan.
Chairman Akio Toyoda said, “I want this coupe to inspire pride in the hearts of the Japanese people,” emphasizing that this coupe is not just a luxury car, but the culmination of Japanese aesthetics and technology. The Century will embark on a new journey as an independent brand at the pinnacle of the Toyota brand.
New Corolla – A symbol of “TO YOU TOYOTA”
Toyota Corolla
The new Corolla, which was also unveiled at the same time, is a vehicle that embodies Toyota’s new brand message, “TO YOU TOYOTA.” Its design completely overturns the image of the Corolla to date, and it is positioned as a masterpiece that Toyota has created for each and every customer around the world.
Lexus’ new challenge – the six-wheeled LS
LEXUS LS
The Lexus brand has announced the six-wheeled LS , which breaks the conventional concept of a sedan . The “S” in “LS” has been redefined to stand for “space” rather than “sedan,” expressing the brand’s challenge to enter new territory that no one has ever ventured into before.
This six-wheeled vehicle applies the technology of the lunar rover “Lunar Cruiser” to land use, offering a premium interior space and a new mobility experience. Chairman Akio Toyoda explained that it was born from the idea of ”wanting to ride a six-wheeled vehicle on Earth as well.”
GR Brand Secret Project
The GR brand is expected to be unveiled at the Tokyo Auto Salon in January 2026. The sign at Fuji Speedway has been changed from “GR Supra Corner” to “GR GT Corner,” and it now features images of the 2000GT, LFA, and new models, which has become a hot topic.
Chairman Akio Toyoda will hold a global presentation at the end of the year and reveal the schedule for the car to be exhibited to the public at the Auto Salon in the new year.
Daihatsu Midget Revival – A Message of “Great Invention”
The Daihatsu brand has adopted the catchphrase “A great invention for me” under the theme of “What can be done because it’s small.” We value the “interesting” ideas that are typical of the Kansai region and are developing innovative minicars that are closely related to everyday life.
5The Significance of the Brand Integration Strategy
The most notable aspect of this announcement is the clear division of roles among Toyota’s five brands (Century, Lexus, Toyota, GR, and Daihatsu):
- Century : The ultimate luxury brand at the pinnacle
- Lexus : A premium brand that takes on bolder challenges with greater freedom
- Toyota : Providing diverse mobility solutions for everyone around the world
- GR : Pursuing the joy of motorsports and driving
- Daihatsu : Innovative minicars that are closely tied to everyday life
Exhibit at Japan Mobility Show 2025
These vehicles will be exhibited in the South Hall of the Japan Mobility Show 2025, which opens on October 29, 2025. For the first time, Toyota and Daihatsu will be exhibiting in the same hall, allowing visitors to experience the integrated strategy of the five brands.
summary
Toyota’s announcement today marks a major shift in its corporate strategy that goes beyond simply unveiling a new car. It clearly demonstrates the company’s commitment to showcasing Japanese technological prowess and aesthetics to the world while leveraging the unique characteristics of each brand. Japan Mobility Show 2025 is likely to be an important event that heralds the dawn of a new era for Toyota.
Regarding whether these innovative vehicles will actually be put on the market, Chairman Akio Toyoda has declared that “we are seriously developing all of them,” showing just how serious Toyota is. This will undoubtedly be an event not to be missed by car fans.
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