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The Savvy Buyer’s Guide to 2025’s Most Underrated Luxury Vehicles
As an automotive expert with over a decade immersed in the pulsating heart of the luxury car market, I’ve seen brands rise and fall, trends ignite and fade, and the definition of “luxury” constantly evolve. In 2025, the landscape is more competitive and dynamic than ever. While the usual suspects command the lion’s share of attention, a discerning eye reveals a treasure trove of vehicles that deliver exceptional value, innovative technology, and unparalleled driving experiences without the stratospheric price tag or the predictable badge. These are the unsung heroes, the hidden gems that savvy buyers in the USA should absolutely have on their radar. They offer a potent blend of performance, prestige, and practicality, often outshining their more celebrated counterparts in key areas. If you’re looking to invest in premium transportation that defies expectations and offers a truly unique ownership proposition, then look no further. This isn’t just about saving money; it’s about making a smarter, more informed choice in a market saturated with options.
2025 Cadillac CT4
Starting MSRP: $34,995
The Cadillac CT4 often lives in the shadow of its high-octane V-Series siblings, particularly the celebrated Blackwing. But dismiss the standard CT4 at your peril. For 2025, this compact premium sedan continues to carve out a compelling niche, offering an engaging drive and a distinctly American take on luxury that often goes overlooked. While the CT4-V indeed boasts a formidable 325 horsepower from its 2.7-liter four-cylinder, it’s crucial to note that this potent engine, detuned slightly to a still-impressive 310 horsepower and 350 pound-feet of torque, is readily available in the Premium Luxury trim of the standard CT4. This configuration rockets the sedan from 0 to 60 mph in a brisk 4.8 seconds – performance figures that would have you paying significantly more with a European badge.
Beyond the power, the CT4 provides a balanced chassis that’s genuinely fun to pilot, a characteristic often sidelined in the luxury compact segment in favor of plush comfort. The standard base engine, a spirited 2.0-liter turbo, generates a healthy 237 horsepower, delivering ample thrust for daily commutes while achieving a commendable EPA-rated 26 MPG combined. This efficiency, coupled with its accessible starting price, makes it an attractive proposition for those seeking an entry point into legitimate luxury performance without compromising on fuel economy.
Where some critics might point to interior materials falling short of certain rivals like the BMW 2-Series Gran Coupe or Mercedes-Benz CLA-Class, I argue that the CT4 offers a refreshingly driver-centric cabin. The control layout is intuitive, and while not overtly opulent, the design is modern and functional, offering a comfortable and connected environment. Cadillac’s commitment to advanced technology is evident, with intuitive infotainment and a suite of active safety features ensuring peace of mind. For a buyer who prioritizes genuine driving dynamics and strong power delivery over perceived brand prestige, the 2025 CT4 is a sophisticated choice that punches well above its weight class. It’s an ideal blend of performance and everyday usability that deserves far more recognition.
2025 Mazda CX-90
Starting MSRP: $38,800
Mazda has been on a relentless march upmarket, and the 2025 CX-90 is perhaps the clearest testament to this ambition. This isn’t just a mid-size, three-row SUV; it’s a masterclass in refined engineering and understated luxury that consistently flies under the radar. Many buyers still associate Mazda with mainstream reliability, overlooking the brand’s profound shift towards premium craftsmanship and driving exhilaration. The CX-90, designed to replace the venerable CX-9, is a sophisticated family hauler that offers an upscale experience without the premium badge tax.
From the moment you settle into its meticulously crafted cabin, the CX-90 impresses. The interior is genuinely upscale, utilizing quality materials and thoughtful design that rivals vehicles costing significantly more. Leatherette-trimmed seats come standard, hinting at the premium experience that awaits. But it’s the driving dynamics that truly set the CX-90 apart. Under the hood, the robust inline-six engine is a revelation, delivering 280 horsepower and 332 pound-feet of torque in its base versions. This powerplant is smooth, responsive, and far more engaging than many of its four-cylinder luxury competitors.
What makes the CX-90 truly underrated is its uncanny ability to shrink around the driver the faster it goes. The steering is accurate and fluid, the responses are buttoned-down, and the sophisticated body control instills confidence, making winding roads surprisingly enjoyable for a vehicle of this size. It’s a testament to Mazda’s engineering prowess that this three-row SUV, capable of seating up to eight people, handles with such grace. Standard features like Mazda’s i-ACTIVSENSE safety suite provide comprehensive protection, while desirable options like a panoramic sunroof and hands-free power tailgate elevate convenience. While its closely related twin, the CX-70, offers a two-row configuration, the CX-90 stands out for its superior practicality and an undeniable sense of luxury that’s wrapped in a surprisingly approachable package. For those prioritizing space, sophisticated driving, and genuine value in a three-row luxury SUV, the CX-90 is an absolute winner.
2025 Toyota Crown
Starting MSRP: $41,440
A Toyota on a list of underrated luxury vehicles? For a decade, I’ve watched Toyota steadily infuse its mainstream models with surprising levels of refinement, but the 2025 Crown takes this to an entirely new level. Returning to the US market for the 2023 model year as a “jacked-up sedan” crossover, the Crown quickly established itself as a quiet disruptor in the premium segment. Its biggest handicap, ironically, is its badge. The Toyota emblem, while synonymous with reliability and value, simply doesn’t carry the same perceived prestige as Lexus or the German marques, allowing this genuinely luxurious vehicle to fly under the radar of many high-end buyers.
The moment you step inside, the Crown’s true nature is revealed. Hands-on reviews consistently praise its Lexus-like interior design and execution. Premium materials, meticulous fit-and-finish, and an intuitive layout create an ambiance that belies its Toyota badging. Powering the base models is an efficient hybrid powertrain delivering 236 horsepower, capable of hitting 60 mph in a respectable seven seconds. This setup prioritizes fuel efficiency and a serene driving experience, perfect for urban environments and long cruises.
However, for those craving more exhilaration, the top-of-the-range Platinum trim transforms the Crown into a genuine sleeper performance sedan. Equipped with the Hybrid Max powertrain, it unleashes a formidable 340 horsepower and 400 pound-feet of torque. This translates to a blistering 0-60 mph time of just five seconds – two full seconds faster than the base model, and a truly impressive figure for a hybrid sedan. Critically, this Hybrid Max trim employs a conventional automatic gearbox rather than a CVT, which many enthusiasts will appreciate for its more direct power delivery. All Crown models come standard with all-wheel drive, enhancing stability and confidence in diverse driving conditions. While the unique “jacked-up sedan” silhouette might not appeal to all traditional luxury buyers, the forthcoming Toyota Crown Signia variant, based on a more conventional crossover SUV template, offers an alternative for those seeking Lexus-level luxury in a different form factor. The 2025 Crown is undeniably a sophisticated, tech-rich, and surprisingly powerful luxury sedan that challenges preconceived notions of what a Toyota can be.
2025 Lexus IS
Starting MSRP: $41,830
The Lexus IS has always been a paradox: a superbly built, impeccably refined compact executive sedan that consistently operates in the shadow of its German counterparts. For 2025, this pattern continues, making the IS an ideal candidate for our underrated list. While it might lack the overtly aggressive dynamics of some rivals, Lexus has consciously crafted the IS as a comfortable and engaging premium offering, focusing on attributes that are equally, if not more, important to a significant portion of luxury buyers.
One of the primary reasons for its underrated status is often perceived “lack of brand prestige” compared to BMW or Mercedes-Benz, alongside a reputation for slightly softer driving dynamics. However, razor-sharp track performance isn’t the sole criterion for luxury car ownership. The IS counters with a supremely comfortable ride, a cabin meticulously designed with premium materials, and, as expected from Lexus, a generous endowment of standard features and the brand’s comprehensive safety suite, Lexus Safety System+ 2.5.
The 2025 model year continues to offer a compelling choice of powertrains, from a smooth turbocharged four-cylinder to a potent V6, and for those who appreciate old-school muscle, the flagship 5.0-liter V8 IS 500 F Sport Performance remains a rare naturally-aspirated gem in a turbo-dominated world. While whispers of a 2026 refresh promise a new exterior design, an updated interior with a larger 12.3-inch infotainment screen, and a potentially streamlined engine lineup focusing on the 311-horsepower naturally-aspirated V6 of the IS 350 (capable of 0-60 mph in the five-second range), for now, the 2025 model is still proudly advertised and available for US customers. This means buyers can still access the full spectrum of engine choices, including that glorious V8. The Lexus IS is a testament to understated luxury, unwavering reliability, and an ownership experience that consistently ranks among the best, making it a truly smart and underrated choice for 2025.
2025 Genesis G70
Starting MSRP: $43,450
When Genesis launched as a standalone luxury brand, many were skeptical. A decade later, the 2025 Genesis G70 stands as irrefutable proof that this challenger brand not only competes with the elite German automakers but often offers a superior value proposition. Going head-to-head with established titans like the BMW 3 Series and Mercedes-Benz C-Class, the G70 consistently undercuts them on price – starting significantly lower than its roughly $48,000 and $50,000 rivals, respectively – all while delivering an experience that often surpasses expectations.
The G70’s underrated status largely stems from its relative youth and lack of historical brand heritage compared to its European competitors. Some initial concerns about its dealer network or long-term reliability have largely been assuaged as the brand matures, yet the perception often lingers. However, any objective assessment reveals few downsides to a new 2025 G70. It boasts upscale amenities as standard or readily available options, including heated and ventilated seats, premium leather appointments, and a sophisticated infotainment system.
Dynamically, the G70 is a revelation. Its agile chassis provides a genuinely engaging driving experience, a firm but compliant ride, and responsive steering that makes every journey enjoyable. Power comes from a choice of punchy turbocharged engines. The base 2.0-liter turbo-four offers sprightly performance, while the crown jewel is the 3.3-liter twin-turbo V6, unleashing a formidable 365 horsepower. This powerhouse propels the G70 from 0 to 60 mph in a blistering 4.5 seconds, firmly placing it in serious performance territory. While some reviews have noted its lackluster fuel economy – the four-cylinder base model only managing 24 MPG combined, trailing the BMW 330i’s 30 MPG average – this minor drawback is often overshadowed by the G70’s aggressive pricing, robust performance, and undeniably premium feel. For those seeking a high-performance luxury sedan that refuses to compromise on quality or excitement, the 2025 Genesis G70 is a compelling, and frankly, undervalued masterpiece.
2025 Lincoln Nautilus
Starting MSRP: $53,995
In the fiercely competitive mid-size luxury SUV segment, the 2025 Lincoln Nautilus confidently asserts its presence as a truly underrated gem. While the Lincoln badge might not carry the same international cachet as its German rivals, the Nautilus delivers an unequivocally luxurious experience that prioritizes comfort, technology, and serenity, often at a significantly more attractive price point. This is a vehicle designed for American luxury tastes, emphasizing spaciousness, opulent interiors, and a smooth, isolated ride.
Stepping into the 2025 Nautilus is an experience in itself, dominated by a breathtaking 48-inch panoramic screen that spans the entire dashboard. This digital real estate provides a captivating interface for infotainment, navigation, and vehicle information, setting a new benchmark for interior technology. High-end materials, meticulous craftsmanship, and ambient lighting further enhance the plush cabin environment, ensuring every journey is a first-class affair. Advanced active safety features come standard, providing a reassuring sense of security.
The exterior design is refined, imposing, and distinctly American luxury, eschewing the aggressive lines of some competitors for a more graceful, commanding presence. While its driving dynamics might not be on par with the razor-sharp handling of a BMW X7, it’s crucial to acknowledge the stark price difference; the X7 starts well over $80,000, making the Nautilus an exceptional value proposition. The standard powertrain is a potent 250-horsepower, 280-pound-feet of torque turbocharged four-cylinder, paired with a smooth eight-speed automatic and standard all-wheel drive, providing ample power for most situations. For those seeking an even more dynamic and efficient experience, a hybrid version is available, boosting output to an impressive 310 horsepower. This hybrid setup is particularly noteworthy for its incredibly smooth and quiet operation; as one colleague succinctly put it, “the engine seems completely friction-free and sounds like it’s operating far away, several cars ahead of the Nautilus’ passenger compartment.” The 2025 Lincoln Nautilus is a sanctuary on wheels, offering a genuinely luxurious experience that luxury SUV buyers would be foolish to overlook.
2025 Genesis GV80
Starting MSRP: $57,700
The Genesis GV80 has consistently impressed since its debut, yet for 2025, it remains an underrated force in the mid-size luxury SUV category. Its position in the shadow of established European brands is puzzling, given its striking design, plush interior, and robust performance. This oversight often stems from two key factors: a lack of centuries-old brand heritage that European marques lean on, and ironically, its competitive pricing. Starting at under $60,000, some buyers mistakenly equate a lower price with lesser luxury, a perception the GV80 emphatically disproves.
From the moment you approach the GV80, its original and sophisticated design sets it apart, blending elegant lines with a commanding presence. Inside, the cabin is a masterclass in modern luxury. It’s a plush environment, meticulously crafted with quality materials, offering a level of opulence typically found in much pricier SUVs. Technology is at the forefront, highlighted by a stunning 27-inch panoramic screen that seamlessly integrates into the dashboard, providing an immersive digital experience. Standard features abound, including heated seats, wireless phone charging, customizable ambient lighting, and a powered tailgate, all contributing to an effortlessly premium ownership experience.
The GV80’s engine range is equally impressive, ensuring robust performance for every need. The base powertrain is a strong 300-horsepower turbocharged four-cylinder, delivering smooth and efficient power. For those desiring more exhilarating performance, the twin-turbo 3.5-liter V6 unleashes a formidable 375 horsepower. This V6 powerhouse can hustle the G80 sedan-based GV80 SUV from 0 to 60 mph in under six seconds, putting it squarely in contention with more expensive rivals like the BMW X7 in terms of acceleration. For the discerning buyer who values genuine opulence, cutting-edge technology, and strong performance but is willing to look past a badge-snobbery, the 2025 Genesis GV80 offers an unparalleled luxury SUV experience at a truly fair price. It is, without a doubt, a fantastic sports utility for those who demand real luxury without the inflated cost of perceived prestige.
2025 Volvo S90
Starting MSRP: $59,495
The 2025 Volvo S90 finds itself in a peculiar, yet compelling, position on this list. While its direct availability in new 2025 model year form within the US has become a complex matter, often fluctuating or limited to specific channels, the Volvo S90’s essence as an underrated luxury sedan remains undeniable. For those who appreciate minimalist Scandinavian design, an unwavering commitment to safety, and a refined driving experience, the S90 represents a unique value proposition that often outshines more common luxury choices, especially when considering certified pre-owned or global market options.
The S90’s underrated status is partly due to brand positioning and fierce competition, but also from some criticisms regarding its trunk space or a perceived lack of certain opulent features compared to more overtly flashy rivals. However, these are often minor points against its significant strengths. The S90 is a supremely competent, exceptionally safe, and undeniably luxurious sedan. Its interior ambience is a masterclass in sophisticated simplicity, utilizing upscale materials like open-pore wood, genuine leather, and metallic accents to create a serene and inviting cabin. Standard features typically include heated seats, a panoramic sunroof, and robust all-wheel drive, enhancing both comfort and capability.
The powertrains, particularly the electrified options, are a highlight. The base four-cylinder engine, often referred to as the B6, delivers a healthy 295 horsepower and 310 pound-feet of torque, paired with an EPA-rated 26 MPG combined, offering efficient and confident performance. However, the true showstopper is the T8 Recharge plug-in hybrid variant. This ingenious system combines the turbocharged and supercharged four-cylinder engine with two electric motors to produce an astonishing 455 horsepower and 523 pound-feet of torque. This translates to an electrifying 0-60 mph sprint in just four seconds, making it a genuine performance sedan, while simultaneously achieving an incredible EPA-rated 66 MPGe combined figure. For the discerning buyer who values unique design, cutting-edge safety, powerful electrified performance, and a distinctive luxury experience, the Volvo S90, though perhaps requiring a more dedicated search in the US market for a new model, stands as a truly remarkable and underrated vehicle.
2025 BMW 5 Series
Starting MSRP: $59,900
It might seem counterintuitive to label a BMW 5 Series as “underrated,” given its legendary status and prestige badge. Yet, for 2025, particularly the entry-level 530i version, it embodies a subtle form of underrating. In a segment increasingly pushed towards six-figure price tags and ever-more complex features, the 530i offers a refreshingly accessible entry point into the iconic German luxury sedan club, all while maintaining the core tenets that have defined the 5 Series for generations.
The segment is fiercely competitive, and some might argue that for its price, certain interior appointments or features in the base 530i might disappoint, especially when juxtaposed against the aggressive value proposition offered by newer brands like Genesis. However, this perspective often misses the point: the 530i is a masterclass in balance. Its base engine, a 2.0-liter turbocharged four-cylinder, produces a respectable 255 horsepower. While “adequate” rather than “impressive” to some performance purists, it’s more than enough for most daily driving scenarios, delivering a smooth powerband and allowing for a 0-60 mph sprint in the five-second range. Crucially, it achieves a decent EPA-rated 31 MPG combined figure, proving that luxury doesn’t always come at the cost of fuel efficiency.
Inside, the 2025 BMW 5 Series lives up to the brand’s usual high standards. The interior is spacious, meticulously crafted, and perceived quality is exceptional. Refinement and ride comfort are often highlighted as cornerstones of the 5 Series experience, providing a serene and composed environment whether cruising on the highway or navigating city streets. For daily transport, the 530i is an outstanding all-around option. It allows buyers to experience the prestige, engineering prowess, and sophisticated driving dynamics of a luxury German sedan without pushing the price too high. For those who demand more power, BMW has a ready solution: the step up to the 375-horsepower inline-six engine in the 540i xDrive for around $67,000. But for balanced luxury and performance, the 2025 BMW 530i is an underrated testament to accessible excellence.
2025 Lexus LC
Starting MSRP: $101,700
The 2025 Lexus LC is arguably the most breathtakingly beautiful and emotionally resonant vehicle on this list, yet its very nature as a bespoke grand tourer often renders it underrated in a market obsessed with raw lap times and aggressive track dynamics. As the flagship coupe and convertible, in production since 2018, it commands the highest price tag in the Lexus lineup, starting just over $100,000 for the coupe and adding another $8,000 for the exquisite convertible. This isn’t merely transportation; it’s a rolling work of art, a statement of sophisticated taste that quietly challenges the dominance of Porsche and Jaguar.
What truly sets the LC apart in 2025, making it an increasingly rare and valuable commodity, is the magnificent 5.0-liter naturally aspirated V8 engine. In an era dominated by forced induction and electrification, this engine is a symphony of mechanical precision and visceral sound. As one reviewer aptly put it, “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.” This UR V8, increasingly phased out in other Lexus models, is a dying breed, and its presence alone makes the LC a compelling proposition for enthusiasts.
Lexus’s coupe masterpiece is elegant on the outside and exceptionally plush on the inside. Every surface, every stitch, speaks to a dedication to luxury. Features include the comprehensive Lexus Safety System+ 2.5, a glass roof with sunshade, eight-way power-adjustable heated and ventilated front seats, and a premium 12-speaker Lexus sound system. With rear-wheel drive and that glorious V8, one might expect razor-sharp dynamics, but the LC is fundamentally a grand tourer. Its dynamics are refined and comfortable, designed for effortless continent-crossing rather than aggressive corner carving. This grand touring philosophy, coupled with its high price point and lack of a manual transmission option, might lead some to overlook it in favor of more overtly sporty rivals. However, there’s no doubt about the LC’s profound merits: its stunning design, a rare naturally-aspirated V8, and an interior of unparalleled luxury. The 2025 Lexus LC is a masterpiece of automotive artistry, a genuine standout for those who understand and appreciate true elegance and a disappearing form of automotive soul.
Your Next Luxury Journey Begins Here
In a market saturated with choices, the truly discerning buyer understands that luxury isn’t always about the loudest statement or the most common badge. The 2025 landscape is rich with vehicles that defy expectations, offering extraordinary value, cutting-edge technology, and genuinely engaging driving experiences without the premium price tag. From performance-oriented sedans to spacious, sophisticated SUVs and breathtaking grand tourers, these underrated gems represent the smart choice for those seeking to elevate their automotive journey.
Don’t settle for the obvious. Dive deeper, explore these exceptional options, and discover the true meaning of luxury that resonates with your personal style and priorities. Ready to experience what makes these vehicles so special? We invite you to explore our detailed reviews, compare specifications, and contact us today to schedule your personalized consultation or test drive. Unleash the potential of your next premium vehicle, and redefine your perception of luxury.
