Japan Mobility Show 2025 LEXUS Press Briefing

Chief Branding Officer Simon Humphries Presentation

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 "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.
Maximising 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?

But our customers... are also looking for variety even at the flagship level.
Because the reality in this segment now, is that people no longer aspire to just one type of car especially when viewed from a global perspective.

We as a brand believe that the emotional side of driving will always remain.
The Lexus Sport Concept is a chance to discover complete immersion.
An experience that engages all the senses in ways never experienced before.

And the LS Coupe Concept answers the wish to have the best of everything
"The ability to discover duality a car that is as fun for the driver as it is for the passenger."
A balance of contradictions that has always been Lexus's forte.

As Lexus's flagship series these vehicles form an arrowhead to lead the brand into the future.
A future where you can curate your own luxury lifestyle.
"And it's becoming clear that that future lifestyle will require many components."

Since its founding Lexus has fused product with lifestyle experiences.
In just 36 years the brand has shown that it can set its mind to anything yet remain uniquely Lexus.
A brand strengthened by variety.
"And the future we envisage for Lexus is not just about creating cars."

City centers are seeing ever greater restrictions to space.
"What if we took the essence of the private space we created in the LS Concept and put that into an autonomous one-person format."
Seamlessly connecting business and pleasure mobility and infrastrucuture on land.

And taken one step further to its logical conclusion sea and air In other words 360 degrees of mobility.

We can foresee a time when we will no longer be tethered to roads.
And the potential in broadening the horizons of the Lexus brand is immense.

For many years we have been working with Joby.
Not just because their personal air mobility is smooth, quiet, and efficient.
But because of the freedom it will allow us to discover.

Fundamentally changing where and how we live.
Enabling people to discover an independent and luxurious life off-grid fully self-contained.
And the ability to escape is not only limited to the air.
What if we could bring both privacy and adventure to seafaring.
An autonomous catamaran that allows you to discover true escapism.

Different spaces, connected by different solutions With our cities and our brand spaces standing as gateways... to support and enable a multi-dimensional way of living.

Ladies and gentlemen, luxury is leadership and the leading edge of luxury is forever evolving.
At Lexus we believe that everyone is their own brand.
We pride ourselves on being eye to eye with our customers.
And we want to help them see the world through new eyes.
To discover limitless new horizons yet still feel at home.
Thank you very much and please enjoy the show!