Referring to a Motorshow as a “Motorshow” is prohibited these days. In the era of electric cars, these events are now designated as “mobility experiences.” At the 2023 Japan Mobility Show, later on this month, Lexus will make an appearance with a booth designed to showcase just how much work is required to catch up with Tesla.

The old guard and factions at Toyota showed minimal interest in electric cars. In fact, more than a decade ago, Toyota even held shares in Tesla. However, their experience with Tesla was so disappointing that they promptly divested themselves of the shares. As of today, Tesla has a combined value greater than Toyota, Ford, General, Motors, Mercedes, BMW and the Volkswagen Group.

The surge of Tesla’s success jolted Toyota into action, prompting a shift away from the old guard as a younger generation of career managers took the reins. The newly appointed CEO, Koji Sato, swiftly directed the company’s attention toward electric cars. Nevertheless, Toyota finds itself trailing, perhaps a decade behind Tesla, and the road ahead is challenging.

Achieving parity won’t be easy, and the journey is likely to involve its share of mistakes. Toyota’s ergo Lexus’s presence at the 2023 Japan Mobility Show, showcasing electric car concepts, seems more indicative of panic than confidence.