Mobile Japan 2025: Why avoid batteries and motors?

The clearest signal at the 2025 Tokyo Motor Show (now the Japan Mobile Exhibition) was that the future of the car was approaching, but the power source driving it remained unanswered. The new concepts emerged against the backdrop of two turbulent years for the global automotive industry, while Japanese manufacturers chose to keep their battery and powertrain stories under wraps or open to speculation, rather than making early announcements.

Compared to 2023 – where Japanese brands strongly asserted their electric vehicle capabilities – this year's landscape is more cautious. The EV market has shifted rapidly, and an industry that traditionally favored gasoline and hybrid engines is experiencing a moment of "it's already been said." However, manufacturers acknowledge there is still much work to be done in battery technology, software, autonomous driving, and the broader concept of "mobility" beyond traditional automobiles.

Affordable EVs: A topic that isn't being promoted.

While American media and consumers are paying attention to affordable EVs, this discussion isn't as lively in Japan, and certainly not geared towards the US market. Honda presented two electric concepts with expected low prices: the small SUV Alpha and the kei-style Super-ONE. However, the Alpha is aimed at India and Japan, while the Super-ONE is a specific model for the JDM (Japanese market).

The closest exception might be Toyota's next-generation Corolla, a model considering multiple powertrain options including petrol, hybrid, and EV when it goes commercial. However, the show didn't feature any Japanese versions that mirrored the approach of the Volkswagen ID Polo or Kia EV3 – names considered typical examples of mass-market EVs.

The message here is quite clear: instead of betting on a single, globally affordable EV model, Japanese manufacturers are opting for a more market-specific approach, leaving the door open for petrol and hybrid options, and exploring EVs within a diverse product range.

Agnosticism regarding powertrains

With concept cars, not specifying the powertrain isn't new. However, this year, it's been more deliberate. Representatives from Toyota, Lexus, Honda, and Mazda all shared that they haven't finalized the fuel or powertrain technology for most of the models on display. The answers ranged from very bold to ambiguous.

Mazda has hinted at an “unbelievable” direction – a carbon-recovering rotary engine powered by algae. Honda has yet to determine the battery chemistry for its 0 Series. On the Toyota and Lexus side, details about the engine for the new Century One-of-One coupe or the Lexus Sport supercar remain under wraps. These fragmented pieces suggest that manufacturers are delaying final decisions, awaiting clearer signals from technology and the market.

As a result, the exhibition was shrouded in ambiguity: the conceptual framework for the future product was quite detailed, but the "heart"—the battery, motor, and drivetrain—was deliberately left blank. This approach gave them flexibility, but also made visualizing the commercial product unpredictable.

"Fortress" design: cold outside, warm inside.

In times of global instability, design language shifts towards a more robust and enclosed style – a "fortress" trend is becoming increasingly prevalent. The Lexus LS Van, Single Seat, Century One-of-One coupe, and Mazda Vision X Coupe all pursue a bulky, minimalist design with minimal side windows, prioritizing structural integrity.

In contrast to its "enclosed" exterior, the interior is a quiet, warm space. This structure conveys a sense of security: the outside is like armor, the inside is a sanctuary. This is not just an aesthetic choice, but also a response to the need for safety, privacy, and visual fatigue in a densely populated urban environment.

"Mobile" goes beyond the four-wheeled vehicle.

If further proof was needed that this was no longer a "car show" in the narrow sense, a series of 2-, 3-, and 4-wheeled vehicles – even "wheelless," rocket-powered, with kickstands or propellers – appeared. Most endearing was Toyota's KidsMobi concept: an autonomous stroller-like vehicle that "flashes like a bubble," allowing children to arrive at and leave 7-Eleven stores on their own.

Lexus showcased five projects for its future flagship model, ranging from a six-wheeled truck and a four-door safari-style coupe to a two-door supercar, an EVTOL, and a catamaran. This diversity shows that manufacturers are spreading their investments in multiple directions, both exploring market trends and finding technological breakthroughs in the context of an unresolved energy equation.

Aesthetically pleasing details

Alongside a few controversial designs like the Subaru Performance-E STi, the show still featured many examples of "practically beautiful." The Mazda Vision X – a four-door coupe – demonstrated a level of sophistication approaching that of an Aston Martin. The Lexus Sport Concept boasted a sleek appearance, emphasizing its aerodynamic proportions.

The Toyota Century One-of-One, despite its massive size, is cleverly designed to both conceal and accentuate its dimensions. The Honda 0 Saloon continues to redefine electric sedans in a discreet, angular yet elegant direction – an aesthetic statement well-suited to the current cautious landscape.

Strategic Lessons from Big Sight

Observations along the approximately 5-mile (about 8 km) route around the Big Sight convention center during the launches revealed an atmosphere of hesitant but sober determination. Japanese manufacturers were no longer trying to prove they were "catching up" at all costs; instead, they were adopting a strategy of delaying major decisions about batteries and powertrains while simultaneously expanding their vehicle concepts.

The 2025 picture therefore has two layers: the surface layer is a series of polished, heavily designed concepts; the underlying layer is the open question of batteries, software, and autonomous capabilities. Affordable EVs – a hot topic in the US – are not a focus here, especially since prioritizing specific markets remains a familiar approach for Japanese manufacturers.

Conclude

The Japan Mobile Show 2025 concluded with a clear message: it's not yet time to finalize battery and engine technology. Manufacturers chose to keep all options open – from gasoline and hybrid to EVs – while experimenting with design and redefining "mobility" beyond the car. With battery, software, and autonomous driving technologies not yet fully mature, this powertrain agnostic strategy allows them to remain flexible in the face of market fluctuations.

What's missing is the answer regarding energy and powertrain options for future models. And that's precisely why, at this exhibition, Japanese manufacturers have largely avoided talking about batteries and engines.