Hyundai Motor and Kia Corporation Accelerate Their Push into Japan with Eco-Friendly Technologies, While Toyota Defends Its Position with Its Top Luxury Brand

Financial News Tokyo/Seoul – Seo Hye-jin (Correspondent), Kim Hak-jaeHyundai Motor and Kia Corporation made their debut at the Japan Mobility Show 2025, publicly expressing their determination to break into the Japanese market by leveraging their competitiveness in eco-friendly vehicles. Hyundai Motor introduced the hydrogen fuel cell electric vehicle (FCEV) 'The All-New Hyundai Nexo' to the Japanese market for the first time, announcing concrete plans to release new models starting next year based on its hydrogen technology leadership. Kia Corporation, meanwhile, unveiled the Kia PV5 for the first time and declared its entry into the Japanese EV van market.
While Hyundai Motor and Kia Corporation issued this challenge in Japan, Toyota responded by unveiling an orange coupe model of its top-tier 'Toyota Century' brand—positioned above its existing luxury brand, Lexus—demonstrating its ambition to expand the brand globally beyond Japan.

On the 29th, Hyundai Motor participated in the Japan Mobility Show 2025 at Tokyo Big Sight for the first time and introduced The All-New Hyundai Nexo to the Japanese market.
At this year’s Japan Mobility Show, Hyundai Motor showcased its hydrogen technology development capabilities and promoted The All-New Hyundai Nexo in Japan, aiming to further strengthen its brand competitiveness through hydrogen technology leadership. Having entered the Japanese market in 2022 and achieved its first business goals this year, Hyundai Motor announced plans to launch new models in Japan starting next year and to expand its business scope to commercial vehicles such as electric and hydrogen buses.
At the press conference, Yoo-seok Jung, Executive Vice President of Hyundai Motor, stated, "Starting next year, we will continue to introduce new models to the Japanese market," adding, "We plan to broaden our lineup to include commercial vehicles such as electric and hydrogen buses."
Unveiled in April, The All-New Hyundai Nexo is an eco-friendly hydrogen fuel cell electric vehicle that embodies Hyundai Motor’s hydrogen vision. The company plans to launch the Hyundai Nexo in the Japanese market in the first half of next year. Under the theme 'A Future Driven by Steady and Bold Challenges,' Hyundai Motor introduced its journey in hydrogen technology development and the resulting Hyundai Nexo to the Japanese market for the first time, highlighting its commitment to leading the hydrogen mobility sector.
Kia Corporation is also making a full-fledged entry into the Japanese market with the Kia PV5. At the 2025 Japan Mobility Show, Kia Corporation unveiled the Kia PV5 for the first time in Japan and announced its intention to enter the Japanese EV van market in 2026.
With the Japanese government’s carbon neutrality policy aiming to make 30% of new car sales electric vehicles by 2030, demand for EV vans is expected to rise. In response, Kia Corporation decided to enter the Japanese market with its purpose-built vehicles (PBVs) to actively meet this demand. This move is also part of Kia Corporation’s plan to expand its PBV business globally.
Sangdae Kim, Head of the PBV Business Division at Kia Corporation, stated, "Kia’s entry into Japan goes beyond simply launching new models; it is significant in that we are introducing a new form of mobility to Japanese society." He added, "By leveraging local partnerships to quickly stabilize our PBV business, we aim to become a trusted partner that helps address environmental issues and grows together with Japanese society in the long term."
■ Toyota Differentiates with Its Top Luxury Brand 'Toyota Century'Toyota announced the launch of its highest-end domestic vehicle, the 'Toyota Century,' as an independent flagship brand. Through brand differentiation among Toyota, Lexus, and Toyota Century, the company aims to meet diverse consumer demands.
At the Japan Mobility Show 2025, Akio Toyoda, Chairman of Toyota, stated, "Through the Toyota Century, we will introduce Japanese craftsmanship to the global automotive market."
He remarked, "More than half a century has passed since the first Toyota Century was born. The era when 'Japan is Number One' is over, and the phrase 'the lost 30 years' has become common. Now is the time when the Toyota Century is needed. I want to develop it into a brand that showcases 'Japan Pride' to the world."
The phoenix emblem of the Toyota Century incorporates Edo-period metalwork, while the seat fabric uses Nishijin textile, reflecting Japan’s traditional culture and craftsmanship in the vehicle.
With the launch of the Toyota Century brand, Toyota Group now offers three brands: the mass-market Toyota, the luxury Lexus, and the ultra-luxury Toyota Century. Including the high-performance Toyota Gazoo Racing (GR) and the compact Daihatsu, the group now has a total of five brands.
As the Toyota Century aims for the ultra-luxury segment, Toyota and Lexus have also revised their brand strategies. Simon Humphries, Chief Branding Officer (CBO) of Toyota Group, introduced the new Lexus LS (Lexus Space) series, reinterpreting the traditional luxury sedan with a focus on maximizing interior space.
The Lexus LS Concept, a six-wheeled minivan unveiled globally for the first time by Lexus, maximizes interior space. CBO Humphries commented, "While I have said that 'the future will be a world beyond four wheels,' perhaps you did not imagine six wheels."
hjkim01@fnnews.com Kim Hak-jae, Seo Hye-jin Reporter