On October 13, 2025, Toyota announced a new brand project.
The new project will further clarify the positioning of the five brands, Century, Lexus, GR, Toyota, and Daihatsu, and will provide new value under each brand.

In the Century brand, a teaser of a coupe model was unveiled to present a new proposal that breaks away from its past existence as the best sedan model.
Lexus has also proposed a different concept model by releasing a teaser video of a six-wheeled MPV concept car as the LS Concept.
The LS Concept redefined the value of the LS as a flagship show car and proposed the value of a new six-wheeled MPV that is not limited to the sedans of the past.

The LS Concept takes a new approach to technology, applying the six-wheeled vehicle know-how accumulated through the development of the Lunar Cruiser, a lunar vehicle, to expand the vehicle’s interior space.
Some of the concept models unveiled by Toyota this time appeared at the Japan Mobility Show at the end of October 2025.
It is expected that more concrete values of these concept cars will be revealed at the Mobility Show.

As for this year’s Mobility Show, there were more Chinese and Korean companies exhibiting than in previous years.
There are many things to see at this year’s show, such as how the Chinese companies, who are ahead in BEV and automated driving technologies, will appeal to the Japanese market, and how the Japanese companies, stimulated by the advanced technologies, will lead the way in subsequent technological innovation in order to turn back the clock.