Century is the new Lexus, while Lexus goes off on a six-wheeled tangent, Toyota takes a more personal approach while Daihatsu is allowed to fly off the rails. What's happening at the Toyota group?

When the Japan Mobility Show (JMS) 2025 opens its doors, Toyota Motor Corporation will do more than unveil new models. The company will formally introduce what Chairman Akio Toyoda calls 'the New Toyota Group,' a redefined corporate family built on emotion, storytelling, and identity, alongside engineering.

Beneath the sleek displays and cinematic brand films lies a deeper cultural shift that has transformed how the world’s largest automaker perceives itself. Much of this was revealed during a live-streamed presentation on the Toyota Times YouTube channel, where Akio Toyoda discussed the company's vision directly with viewers in Japan. Over the past year, he has reshaped Toyota’s creative and organizational DNA, encouraging his teams to adopt the mindset of storytellers rather than mere manufacturers. In a message sent to directors and brand officers earlier in April, he urged them to prioritize the Toyota brand before considering products. This instruction has evolved into a guiding principle that now informs the company’s entire communication and design philosophy.

The centerpiece of this transformation is the Century brand, which has been elevated from a single model to a full-fledged luxury marque. Once regarded as Japan’s most discreet executive sedan, the Century brand now stands above Lexus as the ultimate symbol of Japanese pride and craftsmanship. Akio Toyoda admitted he had refrained from interfering with the brand's direction, often seeking input from his uncle, Eiji Toyoda. However, after visiting international markets and observing the Century alongside standard Toyota models, he recognized that its unique character and craftsmanship had no global equivalent. This realization led him to believe that the Century deserved its own identity and a vision for its elevation to a standalone brand.

For Akio, the project was deeply personal. “When I was asked to give input on the (current Century) SUV, I told them to try designing a Century I could drive,” he said. The result is a vehicle that combines elegance with self-expression, suitable for both chauffeur-driven and owner-driven experiences. It represents a renewal of Japan’s craftsmanship for a new generation.

The newly revealed orange Century Coupe SUV, showcased through a striking short film, embodies this change. Chief Branding Officer, Simon Humphries, described it as a narrative that transitions from black and white to color, symbolizing the rebirth of Japanese luxury. The bright hue, once inconceivable for a vehicle of such prestige, reflects a nation ready to express its identity with confidence and boldness. The film concludes with the message “One of One,” defining the Century’s new brand philosophy, embodying Century Chief Engineer and Designer, Ken Nakamura’s vision of creating something truly unique.

Just below Century is Lexus, which now embodies a refreshed sense of experimentation and openness. Its new campaign, “Imitate No One,” introduces the six-wheeled LS concept, a radical reimagining of the brand’s flagship. The design departs from traditional sedan proportions, merging limousine comfort with a futuristic aesthetic.

Akio Toyoda explained that the “S” in LS no longer stands for sedan, but for “space.” The concept represents both physical spaciousness and creative potential. As Lexus ventures into new realms of design and experience, it redefines Japanese premium motoring. The focus is shifting from hierarchy to individuality. More importantly, under Akio’s leadership, Lexus aims not to emulate European luxury brands but to lead with Japanese sensibility and forward-thinking imagination.

At the heart of the New Toyota Group is the Toyota brand itself. Through its new campaign “To You Toyota,” the company has evolved its longstanding mission of “Mobility for All” into a more personal initiative.

Creative director, Makoto Shinohara, shared that Akio Toyoda never used the phrase “Mobility for All” in their discussions. Instead, he emphasized, “Don’t leave anyone behind.” This sentiment inspired the idea of making mobility personal, focusing on direct connections with individuals rather than addressing the abstract concept of “everyone.”

The new campaign culminates in a futuristic Corolla concept, symbolizing Toyota’s commitment to evolving alongside its customers. It is interesting to see here that the Corolla represents the Toyota brand's connection to its customers, as it is perhaps, the most popular global model.

Daihatsu, on the other hand, reinforces this theme from a different angle. Its latest campaign, “Big Little Inventions,” positions the brand as Toyota’s “little inventor.” With an emphasis on creativity, practicality, and joy in small packages, the campaign celebrates clever vehicles designed to enhance everyday life, reaffirming Daihatsu’s independence and innovative spirit. “At Daihatsu, life, not the car, is the main character,” its filmmakers stated. Through Daihatsu, Akio Toyoda highlights a form of mobility that thrives on simplicity and connection, bridging urban existence with community spirit.

Performance resides within Gazoo Racing (GR), Toyota’s motorsport and performance division. Although its new campaign will not debut at the Japan Mobility Show, Akio Toyoda confirmed it will be unveiled at the Tokyo Auto Salon in early 2026. In a Toyota Times broadcast, he previewed the campaign by showcasing the engine sounds of three iconic models: the 2000 GT, the LFA, and a new, undisclosed GR model.

This sequence hints at a new halo car currently in development, expected to bridge Toyota’s illustrious past with its electrified future while embodying the spirit of performance that defines the GR brand. For Akio, the sound of an engine evokes an emotional heartbeat, creating a sensory bond between machine and driver. GR continues to represent that connection, serving as the experimental core where engineering merges with passion.

What distinguishes the 'New Toyota Group' announcement from a mere marketing rebrand is the cultural shift underlying it. Akio Toyoda’s approach has disrupted the traditional corporate hierarchy of creative decision-making. He often steps beyond boardrooms, racing under the name "Morizo" in events like the 24 Hours of Nürburgring and the Toyota Gazoo Racing Rally Challenge. He personally visits regional markets to engage with local teams and enthusiasts, participates in global GR festivals, and fosters collaboration with other performance divisions, such as Hyundai’s N brand, to promote motorsport as a unifying culture. Within Toyota, he reviews scripts, sends personal voice notes to directors, and challenges teams to connect with the shared narratives of society.

This new structure prioritizes sincerity over slogans and collaboration over protocol. It acknowledges that emotion and storytelling are now as integral to Toyota’s identity as reliability and engineering once were.

At JMS 2025, the public will witness this philosophy in action. Century and Lexus will headline the luxury showcase, Toyota and Daihatsu will present mobility for everyday living, and GR will unveil its next performance icon. Together, these brands will convey a unified message: Toyota has evolved into a company that no longer just builds cars but creates meaning.

Through the 'New Toyota Group,' Akio Toyoda has not only reorganized brands but also redefined what it means to be a Japanese automaker in the modern world, crafting not only machines but also emotions, stories, and national pride.