Can you imagine having the freedom to redesign your vehicle to suit the requirements you may have for the day? That’s what Toyota is imagining the IMV Origin to be.

Mazda is slowly turning itself into a crossover company with the unveil of not just one, but two crossover concepts at the Japan Mobility Show: the Vision X-Coupe and the Vision X-Compact. The “X” is pronounced as “cross” signifying that these two are crossovers.

Mitsubishi is rekindling the spirit of adventure with the Elevance Concept—an electrified crossover SUV concept that hopes to reignite the wonder of exploration by integrating the brand’s electrification and all-wheel control technologies.

With Century now serving as the Toyota Group’s new pinnacle brand, Lexus is set to undergo a period of discovery with a renewed spirit of pioneering innovation. Now serving as Toyota’s premium brand, Lexus is set to come up with vehicles which are going to be more original and expressive.

At the inaugural Japan Mobility Show in 2023, Toyota got flak for its “Multi-Pathway Approach.” At the time, the carmaker’s non-committal to an all-electric future, when so many of its compatriots and competitors have, was seen as a sign of weakness; a sign that Toyota perhaps has lost its competitive edge. Two years later, Toyota is having the last laugh.

Toyota’s Hao Quoc Tien has a stern warning for those who’re swayed by its cheap competitors: you get your money’s worth. The president of Toyota Motor Asia, who’s very savvy at avoiding direct answers to pointed questions, had a refreshingly direct answer to a very pointed question as to why Toyotas are generally more expensive than its Chinese rivals.

Toyota is re-orienting its five core brands—Century, Lexus, Toyota, Gazoo Racing, and Daihatsu. Century will sit atop the Toyota Group’s portfolio, serving as its pinnacle, while Lexus itself will take on a fresh, new direction.