Lexus Unveils ‘Discover’ Vision A Future Ecosystem Spanning Land, Sea, and Air

Lexus announced a seismic shift in its brand philosophy and electrified roadmap at the Japan Mobility Show (JMS) 2025. Under the compelling theme of “Discover,” the luxury marque showcased a bold, multi-modal vision that moves beyond the conventional automobile to encompass a complete luxury lifestyle ecosystem—on land, sea, and even in the air.

According to Koji Sato, President, Lexus International:

“At Lexus, we believe that true luxury today is freedom, the freedom to discover a new way of living.”

The Six-Wheeled Statement: LS Becomes ‘Luxury Space’

The centerpiece of the Lexus exhibition was the radical LS Concept, a vehicle that does more than signal a new generation; it redefines the very meaning of the flagship nameplate. Lexus Chairman Akio Toyoda confirmed the strategic move to interpret the “S” in LS not as “Sedan,” but as “Luxury Space,” a philosophy born from the understanding that modern luxury is defined by privacy, time, and tranquility.

The LS Concept is a striking, all-electric people mover featuring an unconventional six-wheel configuration and a minimalist, monolithic silhouette. This engineering decision is designed to maximize internal floor space and stability, transforming the cabin into a “sanctuary.”

“Space is freedom, and space is privacy. Two commodities that are simply priceless. In a frenetic world, what greater luxury is there than that?”

Commented Simon Humphries, Chief Branding Officer, Lexus International

A Multiverse of Mobility: Accelerating the Electrified Portfolio

The ‘Discover’ theme extended to a diverse portfolio, reinforcing Lexus’ accelerated strategy toward becoming a 100% Battery Electric Vehicle (BEV) brand by 2035:

• LS Coupe Concept: Designed for “Discover Duality,” this model blends the spaciousness of the LS with the dynamic driving excitement of the iconic LC coupe, answering the global demand for emotional and driver-focused luxury.
• Lexus Sport Concept: An uncompromising, low-slung BEV sports car focused on delivering an “Immersive” experience that engages all five senses, leveraging expertise gained from Lexus’ motorsport division.
• Beyond Land: Lexus introduced the Catamaran Concept, an autonomous, solar-panel-equipped luxury vessel for “Discover Escapism,” and showcased its collaboration with Joby Aviation to integrate eVTOL (electric Vertical Takeoff and Landing) aircraft, promising the freedom to “Discover Voyage” and an independent, luxurious life off-grid.

Futuristic Booth: A Gateway to the Future

The physical space of the Lexus booth was an experience itself, themed “Pushing the Boundaries of the Electrified Experience.” Incorporating traditional Japanese aesthetics and sustainable materials like bamboo, the booth featured the Lexus Electrified VR Experience, allowing visitors to virtually drive through a future world where electrification and AI technologies cater to individual customer needs and connect them seamlessly with society. This digital immersion underscored the brand’s commitment to designing technology that is instinctive and human-centered.

Lexus is actively cultivating a culture of challenging the status quo, ensuring its leadership in luxury is not just maintained, but accelerated through innovation and a renewed commitment to diverse, sustainable products.