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Unearthing Excellence: The Most Underrated Luxury Vehicles of 2025
As an automotive expert with a decade navigating the intricate landscape of premium vehicles, I’ve witnessed countless shifts in brand perception, technological advancements, and market dynamics. In 2025, the luxury segment is more diverse and competitive than ever, making it incredibly challenging for even truly exceptional models to stand out. While the usual suspects often hog the spotlight and command sky-high prices, a wealth of hidden gems offer unparalleled value, sophisticated engineering, and distinctive driving experiences without the inflated ego of a household name. These are the vehicles that consistently deliver above their weight class, often overlooked by the masses but deeply cherished by those in the know.
For the discerning buyer in 2025, moving beyond mere badge appeal reveals a compelling array of choices that redefine “luxury.” This isn’t about compromising on quality or features; it’s about intelligent acquisition, recognizing superior design, robust performance, and opulent comfort that often flies under the radar. From compact sports sedans that outpunch their price tags to spacious SUVs brimming with high-end amenities, and even an exotic coupe that defies contemporary trends, we’re diving deep into the most underrated luxury vehicles you should absolutely consider this year.
2025 Cadillac CT4
Starting MSRP: $34,995
In an era dominated by SUVs, the compact premium sedan still holds a special allure for enthusiasts who appreciate a truly engaging driving experience. While the siren call of the CT4-V and the formidable CT4-V Blackwing often overshadow its more mainstream siblings, the standard 2025 Cadillac CT4, particularly in Premium Luxury trim, remains a criminally underrated contender in its class.
Cadillac’s commitment to dynamic performance is palpable even in the non-V models. Opt for the 2.7-liter turbocharged four-cylinder engine in the Premium Luxury trim, and you unlock a potent 310 horsepower and a robust 350 pound-feet of torque. This powertrain configuration is an absolute revelation, enabling a spirited 0-60 mph sprint in a mere 4.8 seconds. This level of acceleration is not just competitive; it often surpasses expectations for a vehicle in this price bracket, delivering a thrill that’s usually reserved for more expensive European rivals. The responsive chassis and precise steering ensure that every corner is an invitation, making the CT4 a surprisingly agile and rewarding daily driver.
Of course, the base 2.0-liter turbo-four, generating a respectable 237 horsepower, is no slouch either. It offers a commendable balance of performance and efficiency, boasting an EPA-estimated 26 MPG combined. While some early reviews may have critiqued the interior materials against the hyper-polished cabins of its BMW 2-Series Gran Coupe, Acura Integra, or Mercedes-Benz CLA-Class competitors, Cadillac has steadily refined its approach. In 2025, the CT4’s cabin, while perhaps less overtly flashy, is intelligently designed, ergonomically sound, and features a solid array of premium touches that contribute to a genuinely upscale experience. It prioritizes functionality and driver focus, offering a distinctly American take on compact luxury that, for the price, is incredibly hard to beat. This is an executive sedan that delivers serious driving enjoyment without forcing you into a higher-tier performance model.
2025 Mazda CX-90
Starting MSRP: $38,800
Mazda has been on an upward trajectory for years, steadily pushing its products into the premium sphere without abandoning its mainstream roots. The 2025 Mazda CX-90 is perhaps the clearest manifestation of this ambition – a mid-sized, three-row SUV that punches well above its weight, earning its spot as a truly underrated luxury offering. For families and individuals prioritizing spaciousness, exquisite craftsmanship, and refined driving dynamics, the CX-90 stands as a compelling alternative to more ostensibly luxurious badges.
From the moment you step inside, the CX-90’s interior design and material quality immediately evoke a sense of high-end sophistication. The cabin feels more akin to a European luxury SUV than a mainstream Japanese counterpart, with available genuine wood trim, supple leather upholstery, and meticulous attention to detail. Standard leatherette-trimmed seats and Mazda’s comprehensive i-Activsense safety suite further underscore its commitment to value. Optional extras like a panoramic sunroof and a hands-free power tailgate elevate the experience, offering amenities typically found in vehicles tens of thousands of dollars more expensive. With seating for up to eight passengers, it blends genuine practicality with an air of exclusivity.
Under the hood lies Mazda’s equally impressive engineering. The standard inline-six engine is a marvel, delivering 280 horsepower and 332 pound-feet of torque. This powertrain is not only robust but also remarkably smooth, providing effortless acceleration. Mazda’s chassis tuning prowess truly shines here; the CX-90 exhibits an uncanny ability to feel smaller and more agile the faster you drive it. Its accurate, fluid steering, buttoned-down responses, and sophisticated body control make for an engaging and confident driving experience, far surpassing what most expect from a three-row SUV. While its close sibling, the CX-70, offers a sportier, two-row configuration at a slightly higher price, the CX-90’s blend of space, luxury, and driving enjoyment makes it the undisputed value champion in Mazda’s burgeoning premium lineup. This is a premium automotive experience without the premium brand sticker shock.
2025 Toyota Crown
Starting MSRP: $41,440
A Toyota on a list of underrated luxury vehicles might raise an eyebrow for some, but the 2025 Toyota Crown is not just any Toyota. Having returned to the US market in 2023, the Crown redefines what a mainstream brand can offer in terms of upscale features and refinement. It skillfully blurs the lines between a traditional sedan and a crossover, adopting a unique “jacked-up” silhouette that immediately sets it apart. The reason it’s so underrated? Its Toyota badge allows it to fly under the radar of many luxury buyers who might otherwise flock to Lexus or European brands.
Yet, hands-on reviews consistently highlight an interior quality and design that feels distinctly Lexus-like. From the tactile feedback of the controls to the premium materials and impeccable fit-and-finish, the Crown offers an elevated cabin experience that genuinely punches above its price point. It’s an exercise in understated luxury, focusing on comfort, quietness, and advanced technology.
Power comes from a sophisticated hybrid architecture. The standard powertrain produces 236 horsepower, delivering smooth and efficient acceleration, achieving 0-60 mph in a respectable seven seconds. For those craving more spirited performance, the top-tier Platinum trim, with its Hybrid Max powertrain, is where the Crown truly shines. This system unleashes an impressive 340 horsepower and a substantial 400 pound-feet of torque, dramatically cutting the 0-60 mph time by two seconds. Crucially, this high-performance hybrid is paired with a traditional automatic gearbox, rather than a CVT, enhancing the driving engagement. All Crown models come standard with all-wheel drive, ensuring confident traction in various conditions. Furthermore, for those who prefer a more traditional SUV form, the forthcoming Toyota Crown Signia variant offers an intriguing crossover alternative based on the same luxurious platform. The Crown truly offers a unique value proposition, providing Lexus-level refinement with Toyota’s legendary reliability and a more accessible price.
2025 Lexus IS
Starting MSRP: $41,830
The Lexus IS has long occupied a peculiar space in the compact executive sedan segment. Often overshadowed by its German rivals like the BMW 3-Series and Mercedes-Benz C-Class, it struggles to command the same brand prestige or aggressive driving dynamics that define some competitors. Yet, for the savvy buyer in 2025, the Lexus IS remains a supremely underrated luxury vehicle, prioritizing a blend of comfort, unwavering reliability, and meticulous craftsmanship that many rivals overlook in their pursuit of ultimate sportiness.
While razor-sharp dynamics might be a marketing buzzword for some, the reality is that most luxury car buyers prioritize a comfortable, serene ride and a beautifully appointed cabin. Here, the IS excels. Its suspension is expertly tuned to absorb road imperfections, creating a supremely comfortable ride quality that makes long journeys a pleasure. The cabin is a testament to Lexus’s dedication to premium materials and ergonomic design, with an intuitive layout and a palpable sense of quality. Every IS model comes generously equipped, featuring Lexus’s comprehensive Safety System+ suite, ensuring peace of mind on every drive.
For 2025, the IS continues its tradition of offering a compelling range of powertrains. While Lexus US still advertises the 2025 model, keen observers are already looking to the highly anticipated 2026 refresh. This upcoming model hints at a streamlined lineup focusing on the potent 311-horsepower, naturally aspirated V6 in the IS 350 – a delight for fans of traditional, smooth-revving six-cylinder engines. This V6 allows the IS to hit 60 mph in the five-second range, providing more than enough power for spirited driving. Though the venerable 5.0-liter V8 IS 500 F Sport Performance might be phased out, the IS 350 ensures the model retains its engaging character. The 2026 refresh also brings a new exterior design, an updated interior, and a larger 12.3-inch infotainment screen, affirming Lexus’s commitment to keeping the IS competitive and relevant. For those who value a comfortable, reliable, and beautifully built compact luxury sedan, the 2025 Lexus IS, particularly the V6-powered IS 350, offers an exceptional premium automotive experience that often gets overlooked.
2025 Genesis G70
Starting MSRP: $43,450
Genesis has rapidly carved out a niche for itself in the luxury landscape, consistently challenging established German brands by offering exceptional value without sacrificing an iota of premium quality or performance. The 2025 Genesis G70 is a prime example of this strategy, going head-to-head with heavyweights like the BMW 3 Series and Mercedes-Benz C-Class, yet significantly undercutting their starting prices. While its rivals typically begin in the high-$40,000s or even $50,000s, the G70 presents an undeniable luxury car deal for the discerning buyer.
What makes the G70 so underrated isn’t just its price; it’s the comprehensive package it delivers. Step inside, and you’re greeted by an interior that rivals cars costing significantly more. Upscale amenities such as available heated and ventilated seats, premium leather upholstery, and meticulous attention to detail create an inviting and opulent environment. This isn’t just about creature comforts; the G70’s cabin boasts an ergonomic design and intuitive technology integration that enhances the overall driving experience.
Performance is equally impressive. The G70 offers a choice of potent turbocharged engines, both of which provide exhilarating acceleration. At the pinnacle is the 3.3-liter twin-turbo V6, unleashing a formidable 365 horsepower. This powerhouse enables the G70 to rocket from 0-60 mph in a blistering 4.5 seconds, putting it squarely in the territory of high-performance sports sedans. Even the base turbocharged four-cylinder delivers lively performance. Crucially, the G70 is built on an agile chassis that delivers engaging handling and a responsive ride, making it a true driver’s car.
While concerns about brand heritage, dealer networks, or perceived reliability might have once held Genesis back, these are rapidly becoming outdated criticisms. The truth is, a new 2025 G70 offers few downsides. Its only minor critique often revolves around fuel economy; the four-cylinder model’s 24 MPG combined is slightly less efficient than some rivals like the BMW 330i’s 30 MPG. However, for those seeking a truly luxurious, high-performance compact executive sedan that offers incredible value, the Genesis G70 is an absolute standout and a testament to modern premium automotive engineering.
2025 Lincoln Nautilus
Starting MSRP: $53,995
In the competitive luxury SUV segment, the 2025 Lincoln Nautilus confidently carves out its own niche, offering a distinctly American interpretation of opulence and comfort. While the Lincoln badge may not carry the same global cachet as some German marques, the Nautilus delivers a truly luxurious experience and exceptional value that often goes overlooked. For buyers prioritizing a serene cabin, cutting-edge technology, and a truly comfortable ride, the Nautilus is an eminently underrated choice.
The interior of the 2025 Nautilus is nothing short of a revelation. Lincoln has pushed boundaries with its cabin design, most notably with a sprawling 48-inch display that spans the entire dashboard. This integrated screen, paired with an 11.1-inch central touchscreen, creates a truly immersive and futuristic user experience, setting a new benchmark for in-car technology. High-end materials, exquisite finishes, and meticulous attention to detail are evident throughout, creating an atmosphere of sophisticated tranquility. The seats are plush and supportive, ensuring comfort on even the longest journeys.
Beyond the aesthetics, the Nautilus is packed with advanced active safety features and a long list of standard or optional amenities that enhance convenience and peace of mind. While its driving dynamics might not be engineered for aggressive canyon carving like some sharper, more expensive rivals (such as the BMW X7, which starts well north of $80,000), the Nautilus prioritizes a supremely comfortable and quiet ride.
Powertrain choices for 2025 are streamlined yet effective. The standard setup features a 250-horsepower, 280-pound-feet of torque turbocharged four-cylinder engine paired with an eight-speed automatic transmission and standard all-wheel drive, providing ample power for most driving scenarios. However, the standout is the available hybrid version, which boosts output to a robust 310 horsepower. As one expert observed, “The hybrid setup is incredibly smooth and quiet; the engine seems completely friction-free and sounds like it’s operating far away, several cars ahead of the Nautilus’ passenger compartment.” This level of refinement makes the hybrid Nautilus a particularly compelling option, delivering an upscale SUV design with a truly luxurious, tranquil cabin experience that far exceeds its price point.
2025 Genesis GV80
Starting MSRP: $57,700
It should come as no surprise that the Genesis GV80 consistently appears on lists of underrated luxury vehicles. Despite its compelling merits, original design, and opulent features, it often finds itself in the shadow of established European luxury SUVs. This phenomenon is largely due to the ingrained brand heritage of its competitors and the unfortunate perception that a lower price somehow equates to less luxury. However, for those seeking true distinction and exceptional value in 2025, the GV80 is an undeniable triumph.
Starting at under $60,000, the 2025 Genesis GV80 offers a lavish cabin that challenges the status quo. The interior is a masterclass in modern luxury, featuring a plush environment crafted with high-quality materials, intricate detailing, and an undeniable sense of occasion. A stunning 27-inch integrated screen gracefully spans the dashboard, serving as the command center for its cutting-edge infotainment system. Standard features like heated seats, wireless phone charging, customizable ambient lighting, and a powered tailgate underscore Genesis’s commitment to a generous standard equipment list.
The GV80’s engine range further solidifies its position as a performance contender. Buyers can choose between a robust 300-horsepower turbocharged four-cylinder or a formidable twin-turbo 3.5-liter V6, which churns out an impressive 375 horsepower. This more potent V6 enables the GV80, which shares its platform with the G80 sedan, to sprint from 0-60 mph in under six seconds, placing its performance capabilities squarely alongside rivals like the BMW X7.
The GV80 isn’t just about power; it’s about providing a holistic premium automotive experience. Its distinctive exterior design stands out in a sea of increasingly similar SUVs, offering a unique visual identity that exudes confidence and sophistication. This is a great luxury SUV for those who demand genuine opulence and are willing to look beyond mere badge prestige to secure exceptional value. The Genesis GV80 consistently proves that you don’t need to spend six figures to attain an truly high-end car features and a driving experience that rivals the very best.
2025 Volvo S90
Starting MSRP: $59,495
The 2025 Volvo S90 presents an interesting case in the realm of underrated luxury. While new S90 models are no longer sold in the US market as of 2025, its enduring appeal and exceptional value on the pre-owned market make it a compelling consideration for those seeking Scandinavian elegance and safety. Even as a recent model year, the S90 stands as a testament to Volvo’s commitment to thoughtful design, robust engineering, and a uniquely serene driving experience that was often more affordable than key rivals when new.
Critiques sometimes pointed to its ride and powertrain refinement not quite stacking up against the most dynamic competition, or occasionally its trunk space or feature list compared to some segment leaders. However, these points often overlook the S90’s core strengths. Brand positioning might not have given it the aggressive edge, but the S90 is a remarkably competent, incredibly safe, and genuinely luxurious sedan that epitomizes the understated elegance of Scandinavian design.
The interior is a sanctuary of comfort and minimalist beauty, characteristic of Volvo. Premium materials abound, creating a sophisticated and welcoming environment. Features like standard heated seats, a panoramic sunroof, and all-wheel drive contribute to a generous standard equipment list that adds significant value.
Under the hood, the base four-cylinder engine, while not “exciting” in a performance sense, delivered a respectable 295 horsepower and 310 pound-feet of torque, offering an EPA-rated 26 MPG combined when new. The true gem, however, was the T8 Recharge plug-in hybrid variant. This masterful powertrain combined the turbocharged and supercharged four-cylinder engine with two electric motors to unleash a colossal 455 horsepower and 523 pound-feet of torque. This meant an exhilarating 0-60 mph sprint in just four seconds – a figure usually reserved for dedicated sports cars. Furthermore, its EPA-rated 66-MPGe combined figure showcased its remarkable efficiency. For those seeking a sophisticated, safe, and truly distinctive luxury hybrid vehicle with a powerful, electrified powertrain and enduring design appeal, a well-maintained 2025 Volvo S90 on the secondary market represents an intelligent and highly underrated luxury acquisition.
2025 BMW 5 Series
Starting MSRP: $59,900
Even a car from a prestige brand like BMW can be underrated, and in 2025, the BMW 5 Series, particularly its base 530i version, perfectly fits this description. Positioned just under the $60,000 mark, the 5 Series offers an entry point into the iconic German luxury sedan club that many overlook in favor of flashier, more expensive trims or rivals. In a fiercely competitive segment, the 530i provides a remarkable blend of brand cachet, driving enjoyment, and everyday practicality that often gets lost in the pursuit of outright power or ultimate luxury.
While some might argue that certain interior appointments or features on the base model might disappoint compared to the value offered by newer brands like Genesis, the 5 Series counters with an undeniable sense of occasion and a proven legacy of engineering excellence. The interior, as expected from BMW, is spacious, intelligently laid out, and boasts a perceived quality that is consistently high. Refinement and ride comfort remain cornerstones of the 5 Series experience, providing a serene and composed journey, whether on city streets or long highway cruises.
The base 530i is powered by a competent 2.0-liter turbocharged four-cylinder engine, producing 255 horsepower. While “adequate” rather than “impressive” might describe its raw power figures, it’s more than sufficient for the vast majority of drivers, delivering a 0-60 mph time in the five-second range. Crucially, this powertrain also offers an impressive EPA-rated 31 MPG combined, making it a surprisingly efficient choice for an executive sedan.
For daily transport, the 530i stands out as a superb all-around option. It allows buyers to experience the hallmarks of a BMW luxury sedan – sophisticated engineering, a comfortable and quiet cabin, and engaging driving dynamics – without pushing the price into the stratosphere. And for those who desire more potency, BMW readily provides the solution in the form of the $67,000 540i xDrive, featuring a formidable 375-horsepower inline-six engine. The 2025 BMW 530i offers an unpretentious yet deeply satisfying executive car experience, proving that true luxury doesn’t always need to shout to be heard.
2025 Lexus LC
Starting MSRP: $101,700
In the rarefied air of exotic coupes and convertibles, the 2025 Lexus LC stands as a true masterpiece, an automotive work of art that is profoundly underrated. Produced since 2018, the LC is the brand’s undisputed flagship, commanding a starting price north of $100,000 for the coupe, with the convertible adding an additional $8,000. For this sum, buyers receive not just a car, but an experience – one that is both visually stunning and emotionally resonant, yet often overshadowed by more overtly performance-focused European rivals.
What truly sets the LC apart in 2025, and contributes to its underrated status, is its powertrain. The LC 500 houses a magnificent, naturally aspirated 5.0-liter V8 engine – a rare and cherished commodity in an era dominated by forced induction and electrification. This engine doesn’t just produce power; it sings. As one observer noted, “The LC500 roars to life, with just the right amount of revs to make you feel like you’re about to embark on a special journey. It’s not a new engine, but damn, is it a great one.” Paired with a slick 10-speed automatic transmission, this V8 delivers a visceral experience and an intoxicating exhaust note that simply cannot be replicated by turbocharged units.
Lexus’s coupe masterpiece is a feast for the senses, both inside and out. Its exterior design is a triumph of elegance and aggressive fluidity, making it a head-turner wherever it goes. The interior is equally plush and exquisitely crafted, as expected from a vehicle in this price bracket. Standard features include Lexus’s comprehensive Safety System+ 2.5, an elegant glass roof with a power sunshade, eight-way power-adjustable heated and ventilated front seats, and a premium 12-speaker Lexus sound system.
While the LC’s rear-wheel-drive platform and naturally aspirated V8 might suggest a direct challenge to the likes of Porsche and Jaguar, the LC is primarily configured as a grand tourer. Its dynamics are refined and composed rather than razor-sharp, prioritizing comfort and long-distance cruising ability over raw track performance. This grand touring philosophy, coupled with its high price point and absence of a manual transmission, might lead some to overlook it in favor of more track-focused alternatives. However, for those who appreciate a unique blend of breathtaking design, a glorious V8 soundtrack, impeccable build quality, and a truly comfortable, luxurious journey, the 2025 Lexus LC is an exotic coupe alternative and an undisputed object of beauty and awe, whose true merits are still profoundly underrated.
Your Next Luxury Journey Awaits
The luxury automotive market of 2025 is more dynamic and varied than ever, offering a wealth of choices for those willing to look beyond conventional wisdom and brand-driven perceptions. The vehicles highlighted above are not just cars; they are statements of intelligent buying, delivering exceptional value, cutting-edge technology, and driving experiences that genuinely rival their more heralded counterparts. From compact performance sedans and sophisticated three-row SUVs to elegant executive cruisers and a magnificent V8 grand tourer, these underrated gems prove that true luxury is about substance, not just a badge.
Don’t let market trends or inherited biases dictate your next premium vehicle purchase. Take the time to explore these often-overlooked contenders. Visit your local dealership, schedule a test drive, and experience firsthand the compelling blend of luxury, performance, and value that these vehicles offer. Your ideal premium automotive experience might just be waiting where you least expect it. Discover the unexpected. Drive the difference.
