During the media preview of the Japan Mobility Show on October 29, Toyota Chairman Akio Toyoda held a press briefing in front of the prototype coupe version of the Toyota Century. (©Sankei by Shigetaka Doi)
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The Japan Mobility Show, held until November 9, is one of the country's premier automotive events featuring the latest mobility technologies and concept cars.
Amid a challenging global market shaped by high tariffs under the Donald Trump administration, automakers used the event to highlight what sets their brands apart. Toyota led the charge, unveiling a bold new brand identity.
Toyota Reimagines Its Flagship
The company drew major attention with the striking Century Coupe — a bright orange, sporty reinterpretation of the traditionally black, chauffeur-driven luxury sedan long favored by Japan's Imperial Household. Chairman Akio Toyoda described it as "a car that will shape the next 100 years."
Once seen as untouchable, the transformation of the Century — a symbol of Toyota's craftsmanship — marks its evolution into a new flagship brand. The model is designed to showcase Japanese technology and culture to the world.
Following that theme, Lexus introduced itself as a brand that will "imitate no one." It unveiled a radical six-wheeled minivan prototype that stood out even among the boldest concept cars. Meanwhile, President Koji Sato emphasized Toyota's strength as a mass-market brand capable of meeting a wide range of global needs.
Nissan Revives the Elgrand
While Toyota relied on its overall scale and brand power, Nissan and Honda focused on technologies that play to their specific strengths.
"We are restarting our domestic business," said Nissan President Iván Espinosa as he unveiled the all-new Elgrand, a luxury minivan set for release next summer. It will be the model's first full redesign in 16 years. Equipped with Nissan's latest hybrid and all-wheel electric control systems, the new Elgrand promises both strong performance and exceptional comfort.
Once a pioneer in Japan's luxury minivan market, its revival is key to rebuilding the Nissan brand. Espinosa noted that the company's recovery is shifting from restructuring to a new phase of aggressive product launches.
Honda Pushes EV Boundaries
Honda President Toshihiro Mibe announced that three models from the company's upcoming 0 (Zero) Series of electric vehicles — including the newly revealed 0 α SUV — will launch in Japan by fiscal 2027. With a low center of gravity and precise handling, the series aims to deliver Honda's signature driving experience, even in EV form.
Honda also showcased the Super-ONE prototype, a concept EV designed to recreate the sensations of an engine-powered car using advanced sound and power control technology. The company even displayed a reusable rocket, which successfully completed takeoff and landing tests in June. It was a striking demonstration of Honda's wide-ranging technological innovation.
Mazda presented the Vision X-Coupe, a rotary-engine plug-in hybrid concept featuring CO₂ capture technology and microalgae-based biofuel. The combination hints at a possible future for carbon-neutral internal combustion engines.
Across the show, Japan's automakers are emphasizing individuality and technological excellence as they compete to define the next era of mobility.
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(Read the article in Japanese.)
Author: Noboru Ikeda, The Sankei Shimbun
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