TOKYO - As anticipation builds for the Japan Mobility Show 2025, set to open at Tokyo Big Sight from October 30th to November 9th, Toyota Chairman Akio Toyoda has announced a sweeping reorganization of the automaker’s brand strategy. The company will redefine its group structure, including Daihatsu, into five distinct brands, with its flagship luxury car, the Century, becoming a fully independent marque.
Toyota also revealed that concept models representing this new vision will make their debut at the upcoming exhibition.
The Japan Mobility Show, one of the country’s largest showcases of automotive innovation, will feature leading companies presenting how they envision the future of mobility. In an interview ahead of the event, anchor Reimi Tsutsumi spoke with Simon Humphries, Toyota Motor Corporation’s Executive Officer and Chief Branding Officer, who leads the company’s creative design and brand direction.
Humphries described the event as an inspiring platform where numerous companies bring not only their latest products but also their aspirations for the future. “The most exciting part,” he said, “is seeing bold ideas about what future mobility could look like and how people might live more enjoyable and engaging lives through innovation. It’s about sharing those ideas with the world.”
Moments before the interview, Humphries had appeared with Toyoda in a live broadcast announcing Toyota’s redefined brand framework. The company unveiled several concept vehicles, including an orange-colored Century and a six-wheeled Lexus model, each reflecting the diversity of design and innovation Toyota aims to pursue. “We’re doing this seriously,” Humphries emphasized. “There’s still a long climb ahead, but we are determined to make it happen.”
Discussing Toyota’s underlying philosophy for this year’s exhibition, Humphries said the unifying concept is “invention.” “Our group’s slogan is ‘Let’s invent the next path,’” he explained. “This inventive spirit is essential—not only for Toyota but also for brands like Lexus, Daihatsu, and Century. Every one of them operates on the foundation of that same spirit of invention.”
Asked about Toyota’s vision for the future of mobility, Humphries said it lies in personalization and inclusivity. “I believe the future we dream of is right in front of us,” he said. “Mobility should allow everyone to live the lifestyle they choose, to move in the way they want. The key message is: no one should be left behind. Future mobility must be diverse and inclusive.”
The Japan Mobility Show 2025, which runs from October 30th through November 9th at Tokyo Big Sight, promises to offer a glimpse into such a future. Rather than focusing on creating an “average car for everyone,” Toyota and other participants aim to design vehicles that reflect the unique expectations and desires of each individual. This commitment to inventive, people-centered design may well define the next chapter of mobility itself.
Source: FNN
