More Than Just Cars: How Toyota’s multi-pathway approach is shaping its future in mobility

The Japan Mobility Show (JMS) 2025 was big. Aptly held at the Tokyo Big Sight in the reclaimed Ariake District of Tokyo, it was a huge showcase of Japanese automakers’ plans for the future of mobility.

Headlining the event was definitely Toyota, which had not just a large pavilion, but a whole hall, taking up the entire South Hall of the venue with its family of brands: the main Toyota brand, their luxury arm Lexus, entry-level Daihatsu, and the newly established Century ultra-luxury brand.

Now with four brands under its sleeve, the Japanese automaker says that its fundamental way of thinking remains unchanged, with the same goal of mobility for all and carbon neutrality, and the best way to do this is with its multi-pathway approach.

“The enemy is carbon,” they said. And while most automotive and mobility brands aim for 100% electrification as soon as five years from now, with some already 100% electric now, Toyota knows that it’s not the best direction.

The multi-pathway approach will allow them to reach more customers by offering more diverse options from their most common internal combustion engine (ICE) vehicles, hybrid electric vehicles (HEV), plug-in hybrid electric vehicles (PHEV), battery electric vehicles (BEV), fuel cell electric vehicles (FCEV), and to hydrogen-powered vehicles, there’s a type for everyone.

That brings us to their latest tagline: “TO YOU, TOYOTA,” the whole point of this multi-pathway approach. Toyota is prepared for anything, depending on what we, the consumers, want. That’s what they showed us at the JMS 2025 with their diverse lineup of products and concepts.

We start with their cars for everyone, easy to reach, under the Daihatsu brand. On showcase were the K-Open Concept, essentially the new version of the iconic Copen, and the Midget X. There was also the K-Vision, their uhhh…vision for a new kei van, along with the Kayoibako-K.

Lexus had quite the reinvigoration with some very creative concepts under the Lexus LS Concept. No, that’s not the flagship luxury sedan we all know and love. That’s the luxury space.

Toyota’s luxury arm is transforming itself, evolving into a brand that is more emotional and expressive. This is further bolstered by its six-wheeled LS concept, which surely caught everyone’s attention, the Coupé Concept, a fastback-styled crossover, and the Sports Concept, which is said to be the iconic and legendary LFA’s successor. Different kinds of concepts for different kinds of uses, a different kind of luxury concept. Heck, there was even a yacht.

And a product of Lexus’ transformation and the new crown (no pun intended) in the hierarchy, Century has been re-established as the top-brand of the Toyota family, meant to truly compete with Rolls-Royce and Bentley, not only in Japan but around the world.

The familiar cars were there. The iconic Century sedans in first-generation form from way back in 1964 and in present form as the Century GRMN sedan, owned by none other than Akio Toyoda himself, and the Century SUV from 2023.

What really stole the show was the majestic Century Coupé Concept. Touted by the company as a “One of One,” hinting at possible bespoke options and customization, and a pinnacle of elegance and craftsmanship. 

But if there’s one that’s really taking the future of mobility seriously, that’s Toyota, the core brand of the family.

Perhaps one of the most important reveals of this year’s JMS, the Toyota Corolla Concept. Showing the brand’s forward-thinking logic is the Hiace Concept, shown in both normal and high-roof configurations.

Also present was the Land Cruiser FJ, a new take on the iconic Land Cruiser and FJ nameplates, and based on the IMV platform, which underpins other important Toyota models such as the Fortuner, Hilux, Innova, and Tamaraw. The next-generation Toyota RAV4 also made an appearance in three different forms, hinting at its arrival in nearby markets such as ours.

But Toyota isn’t all about cars that want to bring equal opportunities to all. 

That’s obvious from personal mobility solutions such as the walk me, which aids for those with mobility issues regardless of the path, the two-wheeled boost me transporter, which can be used for sports, the challenge me electric all-terrain wheelchair, the solo-user coms-x delivery vehicle, the foldable electric Land Hopper three-wheeled bicycle, and the IMV Origin which brings mobility to less fortunate locations.

But more than just personal mobility, Toyota also wants to help with logistics and experience with the AR-powered Cyber Love, the Toyota Kids mobi, which provides a UX “friend” for children’s development, the interestingly named CHIBIBO delivery robot, and the KB LIFTER cargo mover.

Those may not make sense to the people looking at Toyota to buy one of their current automotive products, but for people who actually need mobility, they do. These concepts can be integrated into future models, whether they transform into a whole new car or become a special feature or part.

The multi-pathway approach is already visible in what Toyota offers in the Philippines. From the most affordable budget ICE and hybrid offerings, mid-range and premium hybrids, diesel SUVs and pickups, utility and service vehicles, luxury SUVs and minivans, and a full EV, they have a model for every kind of buyer.

Its existing lineup defines its approach and proves that, truly, they do not leave anyone behind. This way, they can be the best in town, always have the customer first, and have already started by doing. 

No wonder there are over 150 million Toyotas in the world.

_{Photos: Julian Panlilio, Sam Surla, Toyota}