At the Japan Mobility Show 2025, Lexus Chief Branding Officer Simon Humphries dropped a bombshell that fundamentally reimagines what the LS flagship stands for. No longer constrained to “Luxury Sedan,” the LS nameplate is being reinvented to represent “Luxury Space.”
Six Wheels to Rule Them All
The star of the presentation was the new LS Concept — a six-wheeled vehicle that Humphries describes as “A home away from home, your own private space.” The radical packaging uses six wheels to maximize floor space and provide unhindered access, creating what Lexus calls “sanctuary on wheels.”
“When that door opens, you are teleported to a home away from home,” Humphries explained. “Space is freedom, and space is privacy. Two commodities that are simply priceless.”
The concept represents a dramatic departure from traditional executive sedans, acknowledging that the luxury market has fundamentally changed since the original LS debuted in 1989. Buyers now aspire to completely different experiences, seeking the space and freedom to curate their time with maximum efficiency.
A Three-Pronged Flagship Approach
Recognizing that global flagship buyers no longer aspire to just one type of vehicle, Lexus introduced two additional concepts alongside the LS:
- The Lexus Sport Concept offers “complete immersion” for those who still value the emotional side of driving, engaging all the senses in ways never experienced before.
- The LS Coupe Concept provides “the ability to discover duality — a car that is as fun for the driver as it is for the passenger.” This balance of contradictions has always been Lexus’s forte, and the coupe aims to deliver the best of everything.
Together, these three vehicles form an “arrowhead” to lead the brand into the future, allowing customers to curate their own luxury lifestyle.
The Lexus Sport Concept:
The Lexus LS Coupe Concept:
Beyond Four Wheels: 360-Degree Mobility
Perhaps the most audacious part of Humphries’ presentation was Lexus’s vision beyond traditional automobiles. The brand showcased concepts for autonomous one-person pods, personal air mobility through their partnership with Joby, a Lexus home, a Lexus Hub, and even an autonomous catamaran for seafaring.
“We can foresee a time when we will no longer be tethered to roads,” Humphries stated. The vision encompasses land, sea, and air mobility — a complete 360-degree approach to luxury transportation.
This expanded mobility ecosystem would enable people to discover “an independent and luxurious life off-grid, fully self-contained,” with Lexus city centers and brand spaces serving as gateways to support this multi-dimensional way of living.
A New Era of Luxury for Lexus
The presentation marks a clear shift in strategy now that Century occupies the ultra-luxury space, giving Lexus the freedom to strengthen its promise at the heart of the luxury marketplace. That promise? To help customers “DISCOVER” — to think independently, confidently, and adventurously.
“At Lexus, we believe that everyone is their own brand,” Humphries concluded. “We want to help them see the world through new eyes, to discover limitless new horizons yet still feel at home.”
The concepts will be on display at the Japan Mobility Show, which runs through early November. Whether these radical visions make it to production remains to be seen, but one thing is certain: Lexus is no longer playing by the old luxury rulebook.
In the coming days Lexus Enthusiast will share more detailed breakdowns and galleries for each model – stay tuned.
Source: Lexus Global Pressroom
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