Japan Mobile Expo 2025: Why avoid batteries and motors?
At the 2025 Japan Mobile Show, Japanese companies avoided announcing batteries and powertrains for many concepts; low-cost EVs were absent; designs tended toward “fortresses” and the vehicle portfolio was extremely diverse.
The clearest signal at the 2025 Tokyo Motor Show (now the Japan Motor Show) was that the future of cars was coming, but the power source that would power it remained unanswered. The new concepts came amid a turbulent two years for the global auto industry, with Japanese automakers choosing to keep battery and powertrain details under wraps or open-ended rather than announce them early.
Compared to 2023, when Japanese brands were boldly asserting their EV capabilities, this year’s landscape is more cautious. The EV market has shifted rapidly, and an industry that has favored gasoline engines and hybrids is having its “told-it” moment. Still, companies acknowledge there’s still work to be done on battery technology, software, autonomous driving, and the broader concept of “mobility” than just the traditional car.
Cheap EVs: a topic not pushed forward
While the US media and consumers are focused on affordable EVs, the conversation has been muted in Japan, and certainly not in the US. Honda has two electric concepts with expected low prices: the small Alpha SUV and the kei-car-style Super-ONE. However, the Alpha is aimed at India and Japan, while the Super-ONE is a JDM (Japanese market) specific version.
The closest exception might be Toyota’s next-generation Corolla, which is being considered for a range of powertrains including petrol, hybrid and EV when it goes on sale. However, there was no Japanese version on display that would be similar to the approach taken by the Volkswagen ID. Polo or Kia EV3 – names that are seen as emblematic of the mass EV approach.
The message here is clear: rather than betting on a single, low-cost global EV, Japanese companies are choosing to be flexible on a market-by-market basis, keeping the door open for gasoline and hybrids, while exploring EVs across a range of configurations.
Powertrain agnosticism
Not specifying a powertrain is not new for concepts. But this year, it’s becoming more intentional. Representatives from Toyota, Lexus, Honda, and Mazda all said they haven’t “locked in” on fuel or powertrain technology for most of the models on display. The answers ranged from the bold to the vague.
Mazda has mentioned an “unbelievable” direction – a carbon-capture rotary engine powered by algae. Honda has yet to finalize the battery chemistry for the 0 Series. Toyota and Lexus are keeping details about the powertrains of the new Century One-of-One coupe or Lexus Sport supercar under wraps. These fragmented pieces suggest that the companies are delaying final decisions, waiting for clearer signals from the technology and the market.
The result was a layer of ambiguity: the conceptual framework of future products was laid out in considerable detail, but the “heart” – the battery, the motor, the transmission – was deliberately left blank. This approach allowed for flexibility, but also made it difficult to envision commercial products.
“Fortress” design: cold outside, warm inside
When the world is unstable, the design language turns to solid, closed - the "fortress" trend appears densely. Lexus LS Van, Single Seat, Century One-of-One coupe or Mazda Vision X Coupe all pursue a solid design, restrained side windows, prioritizing stability.
In contrast to the “closed” exterior, the interior is a quiet, warm space. Such a structure conveys a sense of protection: the outside is like armor, the inside is a shelter. This is not only an aesthetic choice, but also a response to the need for safety, privacy and visual fatigue in the information-dense urban environment.
“Mobile” beyond the four-wheeled vehicle
If further proof was needed that this was no longer a “car show” in the strict sense, a variety of two-, three-, and four-wheeled vehicles—some even “wheelless,” rocket-powered, with kickstands or propellers—were on display. The most endearing was Toyota’s KidsMobi concept: a “bubble-like” stroller-like autonomous vehicle that would let kids get to and from 7-Eleven stores on their own.
Lexus showcased five projects for its future flagship, ranging from a six-wheeled truck, a four-door safari coupe, a two-door supercar, an EVTOL, and a catamaran. The variety shows that companies are spreading their investments in many directions, both to test the market and to find the right technological breakthrough in an uncertain energy equation.
Aesthetic highlights
While there were some controversial designs like the Subaru Performance-E STi, there were also plenty of examples of “practical beauty.” The Mazda Vision X, a four-door coupe, showed a level of sophistication approaching that of an Aston Martin. The Lexus Sport Concept had a sleek appearance that emphasized aerodynamic proportions.
The Toyota Century One-of-One, while massive, is cleverly contoured to conceal and accentuate its size. The Honda 0 Saloon continues to redefine the electric sedan in a discreet, angular yet elegant way – an aesthetic statement that fits the current conservative climate.
Strategic Lessons from Big Sight
A look around the 5-mile (about 8 km) circuit around the Big Sight convention center during the launches revealed a sober but hesitant atmosphere. Japanese automakers are no longer trying to prove they are “catching up” at all costs, but instead are postponing major decisions on batteries and powertrains while they expand the vehicle concept.
The 2025 picture thus has two layers: the surface layer is a series of neat, design-heavy concepts; the base layer is the unanswered questions about batteries, software, and autonomy. Low-cost EVs – a hot topic in the US – are not a focus here, especially since prioritizing each market is still the familiar path of Japanese manufacturers.
Conclude
The Mobile World Congress 2025 Japan closed with a clear message: it’s not time to “lock in” batteries and engines. Manufacturers are choosing to keep all options open – from gasoline, hybrid to EV – while experimenting with designs and redefining “mobility” beyond the car. With battery, software and autonomous technology still in its infancy, a powertrain-agnostic strategy gives them the flexibility to adapt to market changes.
What’s missing is the answer to the question of power and powertrain for future models. And that’s why, at this show, Japanese manufacturers have largely avoided talking about batteries and motors.
