On October 29, Lexus Chief Branding Officer Simon Humphries took the stage at the Japan Mobility Show 2025 (Press days: October 29-30, Public days: October 31-November 9) being held at Tokyo Big Sight and unveiled the LS Concept minivan.

He began by explaining that with the Century brand at the top of Toyota's products, Lexus will become the center of luxury and will be able to evolve even more freely. The Lexus brand uses the word "Discover" as its phrase embodying the aspiration to become a brand that helps customers discover new lifestyles.

Lexus has now redefined its flagship LS as "Luxury Space”. The LS has been positioned as the brand's flagship since 1989, when the first generation model was introduced. On the other hand, the luxury market environment has changed dramatically in the meantime, and what today's customers seek in luxury has shifted from executive sedans to space and freedom. With this background, this new definition was applied to the meaning of LS, and that is not Luxury Sedan nor Luxury SUV.

The all-new LS Concept has three rows of seats and will be the brand's first six-wheeled vehicle. The key point is that there is no need to move or fold down the second-row seats when getting into the third-row. To ensure ample space for the second and third rows, the rear tires are smaller in diameter, and the rear wheels are doubled to support the load. Additionally, the layout enables the second-row seats to be rotated to face the third-row. Further, the model also incorporates a vast sunroof and has excellent forward visibility, embodying Luxury Space.

In addition to the LS Coupe Concept and the Lexus Sport Concept, also displayed on stage were the Catamaran for ocean mobility and the JOBY for mobility in the air, demonstrating the potential for the Lexus brand to evolve into a 360-degree mobility brand.

Lexus press release