Toyota Commits to Human-Centric Mobility Future Unveils ‘Century’ a New Ultra-Luxury Brand At Japan Mobility Show 2025

The Toyota Group concluded its compelling participation at the Japan Mobility Show 2025 (JMS), revealing a comprehensive strategy that solidifies its commitment to a multi-pathway approach to carbon neutrality while demonstrating a radical expansion of its brand architecture and a renewed focus on “Mobility for All.”

Japan Mobility Show – “MobiShow” is a brand-new festival of mobility, launched in 2023 as the next chapter of Tokyo Motor Show. From the latest cars and bikes to future forms of mobility, visitors get to see, sense and experience every kind of mobility – vehicles and far beyond.

New Brand – Century

Akio Toyoda, Chairman of the Board of Directors said:

“The Century stands at the pinnacle, a car in a class of its own. I believe this car was born carrying Japan on its shoulders.”

Toyota showcased the newly launched ultra-luxury marque, Century. The collective vision presented a future where the company’s manufacturing philosophy, or monozukuri, is deeply focused on the individual user, echoing the central brand theme: “To You.” Officially launched as an ultra-luxury, standalone brand, Century Models include a high-end SUV, a flagship sedan, and the highly anticipated Century Coupe Concept.

The Futuristic Vision: A Human-Centric Ecosystem

Toyota Motor Corporation President and CEO, Koji Sato, emphasized the vision: “Our future is not a single road, but many pathways guided by the needs of people. Our guiding principle is ‘To You’—crafting ever-better mobility solutions by always picturing the face of a single person and designing for their unique smile.”

This vision goes beyond conventional passenger vehicles, encompassing solutions like the ‘Kids mobi’ (AI-powered personal mobility for children’s development) and ‘boost me’ (hands-free sports mobility to enable people with varied abilities to compete together). Toyota’s comprehensive booth successfully demonstrated the integration of personal, luxury, commercial, and adaptive mobility into a seamless, human-centered ecosystem.

The Future of Mobility: Toyota Concepts and the ‘To You’ Philosophy

Toyota used the Japan Mobility Show to offer a vivid look into its “Mobility for All” vision, underpinned by the new “To You” brand message. This philosophy shifts the focus from a single mass-market solution to creating personalized mobility wherever they are in the world. This approach is materialized through a diverse range of concepts, from dynamic sports cars to fundamental infrastructure vehicles.

Reimagining the Everyday and the Essential

The KAYOIBAKO Concept exemplifies Toyota’s focus on the essential role of mobility as social infrastructure. The name, derived from Japanese reusable shipping containers, reflects its highly modular, utilitarian design. This BEV concept acts as a versatile “basic unit of free use space,” capable of transforming instantly for work, leisure, or essential services. Toyota envisions it as the backbone for next-generation logistics, last-mile delivery, and even as a highly customizable mobile office or tiny camper, emphasizing how mobility can come to the customer.

In contrast to the high-tech urban vision, the IMV Origin was developed with communities in rural Africa in mind. This vehicle arrives at the destination unfinished, incorporating “deliberate incompleteness.” This unique approach creates new local assembly jobs and allows customers to define the vehicle after purchase—from a cargo carrier to a passenger bus—ensuring the product truly fits the local economy and lifestyle, affirming Toyota’s commitment to continuous local contribution.

The Electric Performance and Digital Future

For enthusiasts, the FT-Se and FT-3e concepts showcased Toyota’s electric-first, performance-oriented future. The FT-Se is a sleek, GR-badged electric sports car that embodies the joy of driving in a carbon-neutral era, with a low, wide stance and a cockpit designed with knee-pads to brace the driver against G-forces. It shares major components with the FT-3e, an angular crossover that connects to society by transferring energy and data. The FT-3e features innovative exterior digital displays that show information like battery charge and cabin air quality as the driver approaches, signaling a deeply integrated digital-physical experience.

These concepts, together with the bold new Corolla Concept—which embraces a full range of powertrains (BEV, PHEV, HEV, ICE) in a dramatically futuristic, coupe-like design—collectively demonstrate Toyota’s commitment to a “multi-pathway” approach to carbon neutrality. This strategy acknowledges global diversity in energy resources and infrastructure, ensuring that Toyota offers an appropriate, ever-better car for every customer, regardless of their location or energy reality.

Toyota’s comprehensive booth successfully demonstrated the integration of personal, luxury, commercial, and adaptive mobility into a seamless, human-centered ecosystem. The new brand architecture is a bold declaration of Toyota’s enduring strength that includes:

Manufacturing Diversity: The introduction of the Century brand at the ultra-luxury pinnacle demonstrates an unparalleled ability to compete across the entire mobility spectrum—from essential utility to bespoke exclusivity.

• Engineering Depth: The multi-pathway strategy, including hybrid, plug-in hybrid, and battery-electric concepts like the new Corolla, reaffirms Toyota’s engineering-first approach, ensuring a viable path to carbon neutrality for every customer in every region.
• Global Responsibility: Concepts like the ‘IMV Origin’ reinforce the brand’s long-standing commitment to be a responsible and impactful corporate citizen, creating value and opportunity in the communities it serves globally.

The Toyota Group’s presence at the Japan Mobility Show 2025 firmly establishes its role not just as an automaker, but as the world’s most versatile and human-centered mobility provider, confidently driving the future one innovation at a time.