On October 13, 2025, Toyota Motor Corporation announced a groundbreaking restructuring of its brand strategy during a special live broadcast on Toyota Times. All Toyota brands, including Daihatsu, will be reorganized into five brands (Century, Lexus, Toyota, GR, and Daihatsu), each with its own unique role and identity.
The most notable feature of this strategic announcement was the Lexus LS Concept , Lexus’ next-generation flagship model. Completely transcending the framework of the traditional sedan, this concept car adopts the world’s first innovative six-wheeled minivan format and is set to redefine the very concept of a luxury car.
Toyota’s 5-brand strategy and Lexus’ new challenge
The independence of the Century brand gave Lexus freedom
Chairman Akio Toyoda explained that positioning the Century as an independent brand has created an environment in which Lexus can “take on challenges more freely as a pioneer.” Until now, Lexus has followed a solid course as the “eldest son,” but with the Century taking on the top role as “Top of Top, One of One,” Lexus can now take a more innovative approach.
The concept of the LS has changed dramatically: from “luxury sedan” to “luxury space”
LEXUS LS
The meaning of the “S” in LS is redefined
The Lexus LS has been known as an abbreviation for “Luxury Sedan” since the first model was released in 1989. Sold in Japan as the Toyota Celsior, it has reigned as the flagship of the Lexus brand for many years.
However, this time, Chairman Akio Toyoda has stated that ” the ‘S’ in LS no longer stands for Sedan, but for Space .” This is not just a change in the model, but represents a fundamental reinterpretation of what Lexus considers a luxury car.
Why a minivan? A new luxury car model
Chairman Toyoda presented the concept of “not a sedan, not an SUV, but a new type of minivan with premium three-row seats.” Lexus already has a minivan called the “LM,” which is a model derived from the Toyota Alphard/Vellfire.
The new LS Concept is a completely new luxury minivan that fully showcases Lexus’ originality. It is positioned as a chauffeur-driven model for the upper class, going even further than the LM.
An innovative six-wheel structure | Inspired by the JAXA lunar rover
Practical benefits of the six-wheel structure
The Lexus LS Concept’s biggest feature is its six-wheel structure, with one axle in the front and two in the rear. This innovative idea was inspired by the Lunar Cruiser lunar rover, which is being jointly developed by Toyota and JAXA.
Chairman Toyoda once said, “Can the six-wheeled car that Toyota makes only run on the moon? I want it to run on Earth as well,” and his bold idea of applying space development technology to luxury cars on Earth has become a reality.
Reasons for using small diameter tires on the two rear axles
The key to the six-wheel design is the use of small diameter tires on the two rear axles, which allows for an extremely low and flat floor . This design offers the following benefits:
- Ensuring spacious interior space : The overhang of the wheelhouses is minimized, dramatically improving the comfort of the second and third row seats.
- Smooth entry and exit : Easier access to the third-row seats, allowing entry and exit without having to move seats
- Elegant entry and exit scenes : Realizing the “stylish entry and exit” that Chairman Toyoda emphasized
In the past, small diameter tires have been used in commercial vehicles to create flat cargo areas, but their use in flagship luxury vehicles is extremely unusual.
Lexus’ new brand message: “DISCOVER – Don’t copy anyone else”
Breaking away from following European competitors
Takeshi Nozoe (SIX Inc.), who worked on commercials for the Lexus brand, chose the words ” DISCOVER ” and ” Don’t copy anyone else ” as the new brand message.
These are words that Chairman Toyoda actually used to encourage the development team, and they represent the essence of Lexus. Chairman Toyoda also pointed out that “we have reached the stage where we can improve imitation and turn it into innovation,” and declared a shift from an era of chasing European premium brands to an era of forging our own path.
The serious challenge embodied in the LS Concept
Chairman Toyoda said, “This is a tremendous challenge. There are things that people expect from Lexus, like quietness, a comfortable ride, and the ability to ride on any road. Only after achieving these things can we complete a six-wheeled vehicle. Everyone is serious about this, so I’m sure they will make it a reality.”
Simon Humphreys, CBO (Chief Branding Officer), also commented, “This is an incredible challenge. The six-wheeled vehicle has to deliver all of these (Lexus values),” indicating that serious development is underway with an eye toward commercialization.
LS Concept Predicted Design | Front Mask and Exterior
A new front design that goes beyond the spindle grille
Officially revealed information has confirmed that the LS Concept will feature a “completely new front mask, not a spindle grille.” The teaser image shows a single-character LED daytime running light directly mounted in the center, which is thought to embody Lexus’ new generation design language.
The predicted image created by the AI generator shows LED lighting that surrounds the entire front mask and vertical OLED-style daytime running lights, suggesting a futuristic and sophisticated design.
Sliding doors and a sleek side silhouette
Although it is a minivan, the teaser images show a very sleek side silhouette. The adoption of sliding doors allows for graceful entry and exit even in tight spaces, achieving both practicality and elegance befitting a luxury vehicle.
The long wheelbase evokes the image of a spacious interior (“Luxury Space”), and is expected to provide the ultimate in comfort for passengers in all three rows.
Serious about electrification | The potential of BEV x 6WD
New value realized through EV-specific design
The teaser video suggests that the LS Concept is being developed as a BEV (battery electric vehicle) and may have 6WD (six-wheel drive).
The adoption of a dedicated EV platform will provide the following benefits:
- Flat floor structure : The battery is placed under the floor to maximize interior space.
- Improved quietness : No engine noise, pursuing the ultimate in quietness, the true essence of Lexus.
- Powerful acceleration performance : 6WD with motors on all six wheels provides overwhelming traction and stability.
- Advanced control technology : Independent control of each wheel provides unparalleled driving performance and ride comfort
Global Market Strategy | Focusing on the Chinese Luxury Minivan Market
Rapidly growing demand for luxury minivans in China
Luxury minivans have become increasingly popular in the Chinese market in recent years, with Chinese manufacturers releasing a succession of premium electric minivans, including the Zeekr 009, Voyah Dream, Denza D9, and Xpeng X9, attracting a lot of attention.
Global brands are also entering the market, including the Volvo EM90, Buick GL8 and Toyota’s own Century minivan.
The unique six-wheel design creates a competitive advantage
In this competitive environment, the six-wheel design of the Lexus LS Concept creates a unique value proposition. Combining technological superiority with visual impact, it is expected to attract significant attention in the global market as an embodiment of the brand message of “unrivaled.”
Exhibits at Japan Mobility Show 2025 and beyond
The actual vehicle will be unveiled at JMS2025, which opens on October 30, 2025.
The Lexus LS Concept will be unveiled at the Japan Mobility Show 2025 (JMS2025), which will be held at Tokyo Big Sight from October 30, 2025.
A teaser video was released in advance during Toyota Times’ live broadcast, but much information is expected to be revealed at the show, including the actual car’s design, detailed specifications, and interior specifications.
Is there a possibility of commercialization? Chairman Toyoda: “It will definitely happen”
Both Chairman Toyoda and CBO Humphreys have commented that they are “seriously committed” and “want to make it a reality,” suggesting that this is not just a show car, but a concept model intended for commercialization.
It has also become clear that production of the current LS sedan is nearing the end, so it is highly likely that this LS minivan will actually be launched on the market as the next-generation flagship.
Lexus pioneers a new era of luxury cars
The new Lexus LS Concept is not just another vehicle model, but an attempt to redefine the very concept of luxury cars.
The paradigm shift from “Luxury Sedan” to “Luxury Space” reflects a shift in the value customers seek, from “driving pleasure” to “quality of travel space.” In the luxury car market, where chauffeur-driven vehicles are the norm, the LS Concept, which combines a spacious and comfortable interior with elegant ingress and egress and cutting-edge technology, is a model that truly meets the demands of the times.
The Lexus LS Concept combines an unprecedented six-wheel structure, the quietness and environmental performance of an BEV, and a firm determination to “stand apart from others.” It has the potential to become a new benchmark in the automotive industry.
Automobile fans around the world are excited about the unveiling of the actual vehicle at the Japan Mobility Show 2025 and its subsequent commercial release.
Summary | Key points of the Lexus LS Concept
✅ Brand strategy renewal : The independence of Century allows Lexus to take on new challenges with greater freedom
✅ Redefining the LS : Concept change from “Luxury Sedan” to “Luxury Space”
✅ 6-wheel structure : Inspired by the lunar rover, small rear tires achieve an ultra-low, flat floor
✅ Premium 3-row seating : A top-of-the-line chauffeur-driven minivan that surpasses the LM
✅ BEV x 6WD : Electrification maximizes quietness and driving performance
✅ New design language : An entirely new front mask that goes beyond the spindle grille
✅ Commercialization premise : Chairman Toyoda comments, “We’re serious about making it happen”
✅ Global strategy : Development focused on the growing Chinese luxury minivan market
✅ Revealed at JMS2025 : Actual vehicle to be exhibited at Tokyo Big Sight from October 30, 2025
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