Part of our Japan Mobility Show 2025 coverage, this three-part series outlines the vision behind exhibits by four Toyota brands. In this second article, CBO Simon Humphries talks Lexus innovation.
The Japan Mobility Show (JMS) 2025 kicked off with a press day on October 29*.
*General public days: October 31 to November 9
On October 13, ahead of the opening, Toyota revealed its new brand strategy in a special Toyota Times livestream. This included the announcement that Century would become a separate brand positioned “above Lexus,” to borrow the words of Chairman Akio Toyoda.
Speaking about the impact of these changes on Lexus, Chief Branding Officer Simon Humphries made the following comments:
“In a sense, Lexus can now move more freely.”
“Lexus should continue to push forward as a pioneer.”
Now at JMS 2025, the lineup of Lexus exhibits offers a glimpse into the company’s innovations. On October 29, CBO Humphries took the stage following President Koji Sato’s presentation for the Toyota and Daihatsu brands. We share his Lexus speech below.
Greater freedom for Lexus
CBO Humphries
Good morning everyone. Welcome to Lexus.
As you just heard from our CEO Sato this year the Japan Mobility Show means more to us than a single event.
I hope you've already had a chance to see the series of commercials we released a couple of weeks ago setting the pace for the future for each of the Toyota Group brands.
From Toyota to Century. Each of our brands has a clear promise to our customers.
With Century in the exclusive ultra-luxury space Lexus now has the freedom to strengthen its promise to customers at the heart of the luxury marketplace.
And that promise is to DISCOVER.
To think independently confidently to be adventurous and innovative all with the explicit goal of helping our customers discover a new luxury lifestyle.
So today, I want to challenge your perception of what a luxury brand can be
Redefining our flagship
CBO Humphries
"For a car brand that begins with the flagship." And our flagship is the LS.
"Since the Lexus LS was introduced in 1989." The rules of the luxury market have changed dramatically.
Once upon a time, executive sedans ruled the automotive world.
Now, they are fighting a losing battle with SUVs. People are aspiring to completely different experiences.
Our customers want to define things on their own terms. They want the space and freedom to curate their time with maximum efficiency.
And they aren't afraid to challenge the status quo in pursuit of that ideal.
Lexus has always been about more than just four wheels. We have never shied away from a challenge to discover new products new services new experiences.
And now to redefine our flagship. An LS that no longer stands for Luxury Sedan nor Luxury SUV but rather for Luxury Space.
Ladies and gentlemen here it is The new LS Concept!
I did promise you the future would be about more than four wheels but you probably weren't expecting six!
"When that door opens you are teleported to a home away from home your own private space a space to truly discover sanctuary."
Six wheels to revolutionize packaging. Maximizing floor space. Unhindered access. An environment to call your own.
Space is freedom And space is privacy. Two commodities that are simply priceless.
In a frenetic world, what greater luxury is there than that?