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The Unsung Heroes of Luxury: Top Underrated Cars and SUVs for 2025
For over a decade, I’ve been immersed in the world of premium automobiles, witnessing trends ebb and flow, brands rise and fall, and the constant evolution of what “luxury” truly means. While the usual suspects often hog the spotlight – the Mercedes-Benz S-Classes, BMW 7 Series, and Audi A8s – there’s a fascinating undercurrent of vehicles that deliver exceptional value, unique character, and often superior driving experiences, yet remain inexplicably overlooked. These are the true gems, the savvy choices for discerning buyers who prioritize substance over pure badge recognition.
As we navigate the dynamic automotive landscape of 2025, with its increasing focus on advanced technology, electrification, and personalized experiences, identifying these underrated luxury vehicles becomes even more critical. They offer a refreshing alternative, proving that genuine luxury isn’t always about the highest price tag or the most ubiquitous emblem. Let’s delve into the often-misunderstood, yet undeniably brilliant, premium contenders that deserve a second look.
2025 Cadillac CT4: The Agile American Underdog
Starting MSRP: $34,995
In a segment dominated by European stalwarts, the 2025 Cadillac CT4 frequently gets overshadowed, especially by its more aggressive V-Series siblings. But to dismiss the standard CT4, particularly in its Premium Luxury guise with the potent 2.7-liter turbocharged four-cylinder, would be a disservice. From my vantage point in the industry, this engine, delivering a robust 310 horsepower and 350 pound-feet of torque, is a revelation. It propels the CT4 from 0-60 mph in a brisk 4.8 seconds – a figure that rivals many full-blown compact luxury sports sedans costing significantly more.
While the CT4-V and Blackwing variants rightly draw enthusiast praise for their track-ready prowess, the standard CT4 offers a sublime balance of everyday usability and genuine driving verve. Its Alpha platform, shared with the legendary Camaro, endows it with an inherent athleticism that’s rare at this entry-level luxury performance price point. The steering is direct, the chassis remarkably balanced, and the overall feel is one of precision and engagement. It truly carves corners with confidence.
Yes, some reviews might point to an interior that, while certainly premium, doesn’t quite match the sheer opulence of a top-tier BMW 2-Series Gran Coupe or Mercedes-Benz CLA-Class in every single detail. However, the ergonomic layout, the quality of materials where it counts, and the intuitive Cadillac user experience (CUE) system all contribute to a comfortable and sophisticated cabin. The standard 237-horsepower base engine offers a commendable 26 MPG combined, making it an efficient option for daily commutes, but it’s the 2.7L that truly unlocks this car’s performance value. For those seeking an agile, engaging, and distinctly American premium sedan without breaking the bank, the 2025 CT4 is a compelling, often overlooked, choice. It’s a genuine Cadillac V-Series alternative for the more pragmatic driver.
2025 Mazda CX-90: Redefining Mainstream Luxury
Starting MSRP: $38,800
Mazda has been on a quiet but determined march upmarket for years, and the 2025 CX-90 is arguably their most convincing statement yet. As a mid-size, three-row SUV, it enters a fiercely competitive arena, but what it brings to the table – particularly its refined road manners and surprisingly upscale interior – makes it a standout premium three-row SUV and a true upscale SUV value. Many buyers associate luxury solely with traditional badges, missing the exquisite craftsmanship and sophisticated engineering packed into this vehicle.
Having experienced the CX-90 extensively, I can attest to its remarkable duality. The cabin immediately impresses with its thoughtful design, high-quality materials, and exceptional fit and finish. Leatherette-trimmed seats are standard, setting a refined tone from the base model upwards, while features like an optional panoramic sunroof and hands-free tailgate elevate the experience further. It’s not just about appearances; the CX-90 prioritizes passenger comfort with ample space for up to eight people, making it an ideal family luxury vehicle.
Under the hood lies Mazda’s new inline-six engine, a powerhouse delivering 280 horsepower and 332 pound-feet of torque in its standard form. This engine, especially the more powerful 340-hp variant in higher trims, provides smooth, confident acceleration. What truly sets the CX-90 apart is its dynamic composure. Mazda’s renowned focus on driving engagement shines through; the steering is precise and fluid, body control is exceptional for an SUV of this size, and it feels remarkably agile. It genuinely “shrinks” around you the faster you go, a rare feat for a larger SUV. Its advanced i-ACTIVSENSE safety suite is standard across the board, reinforcing its commitment to well-being. Don’t confuse it with its slightly pricier, two-row twin, the CX-70; the CX-90 offers that crucial third row for expanded practicality, solidifying its position as a top-tier, often underestimated, luxury hybrid SUV contender for those valuing practicality and driving pleasure.
2025 Toyota Crown: The Stealth Lexus Experience
Starting MSRP: $41,440
The return of the Toyota Crown nameplate for 2023 caused a stir, but its unique “jacked-up sedan” silhouette and hybrid-only powertrain often lead it to be overlooked by traditional luxury buyers. This is a mistake, and one I’ve frequently seen in my expert dealings. The 2025 Toyota Crown is a masterclass in stealth luxury, delivering a Lexus-like experience at a Toyota price point. It’s a true Toyota premium offering that challenges conventional perceptions.
From the moment you step inside, the Crown’s Lexus-like interior and design become immediately apparent. The quality of materials, the quietness of the cabin, and the intuitive layout of controls all speak to a premium pedigree. This is no ordinary Toyota; it’s a vehicle crafted with an eye for sophistication and comfort, often flying under the radar of those fixated on specific luxury badges. The standard hybrid powertrain provides 236 horsepower and achieves 0-60 mph in a respectable seven seconds, all while delivering excellent fuel economy, making it a highly fuel-efficient luxury sedan.
However, it’s the top-tier Platinum trim, with its Hybrid Max powertrain, that truly unleashes the Crown’s potential. Pumping out an impressive 340 horsepower and 400 pound-feet of torque, this variant slashes the 0-60 mph time to a blistering five seconds. Crucially, the Hybrid Max utilizes a conventional automatic gearbox rather than a CVT, enhancing the driving experience. All models benefit from standard all-wheel drive, ensuring confident traction in varying conditions. The available Toyota Crown Signia crossover variant offers an alternative body style for those preferring an SUV silhouette, but the sedan’s unique luxury styling is its true calling card. For those seeking an understated, supremely comfortable, and technologically advanced luxury hybrid sedan that delivers exceptional value, the 2025 Crown is an undiscovered gem.
2025 Lexus IS: The Enduring Gentleman’s Express
Starting MSRP: $41,830
For years, the Lexus IS has quietly carved out a niche as a reliable, comfortable, and well-appointed executive compact sedan, often operating in the shadow of its flashier German counterparts. While its driving dynamics might be described as “softer” than the most aggressive rivals, this isn’t a flaw – it’s a deliberate design choice that defines its charm. From my perspective, the IS offers a blend of serene comfort and engaging performance that many buyers overlook in their quest for ultimate sportiness. It’s a testament to Japanese luxury reliability and timeless design.
The 2025 model year continues this legacy, though with an eye towards the future. While Lexus has already announced significant refreshes and powertrain consolidations for the 2026 model, the 2025 IS still offers a fantastic proposition. It maintains a choice of powertrains, from the capable turbocharged four-cylinder to the smooth V6, and for performance enthusiasts, the venerable 5.0-liter V8 in the IS 500 F Sport Performance (though this model is seeing its last hurrah). Even the upcoming 2026 consolidation to just the 311-horsepower, naturally-aspirated V6 IS 350 speaks volumes: Lexus recognizes the demand for a classic, engaging V6 sports sedan experience.
The IS cabin is a sanctuary, meticulously crafted with premium materials and designed for long-distance comfort. Lexus’s commitment to passenger well-being is evident in its generous feature list and comprehensive safety suite. While the infotainment system might not always lead its class in sheer digital size, its user-friendliness and reliability are hallmarks. With a 0-60 mph time in the five-second range for the V6, the IS delivers ample power for daily driving and spirited excursions. For those prioritizing a comfortable ride, impeccable build quality, and a truly refined driving experience over razor-sharp track dynamics, the 2025 Lexus IS stands as an exceptional and highly premium interior features vehicle, often underestimated in the luxury compact sedan market.
2025 Genesis G70: Disrupting the German Hegemony
Starting MSRP: $43,450
When Genesis launched, many were skeptical, but the brand has consistently proven its mettle, nowhere more convincingly than with the G70. This luxury sport sedan value contender goes head-to-head with icons like the BMW 3 Series and Mercedes-Benz C-Class, yet consistently undercuts them on price while often exceeding them in standard features and design flair. My decade of observing the market has shown me that the G70 is perhaps the most underrated sedan in its class, primarily due to lingering brand perception gaps.
The G70’s interior is a masterclass in modern luxury. High-quality materials, meticulous stitching, and thoughtful design elements create an ambiance that easily holds its own against more established rivals. Heated and ventilated seats, often optional extras on competitors, are readily available, showcasing Genesis’s commitment to providing upscale amenities. But the G70 isn’t just about creature comforts; it’s a driver’s car. Its agile chassis delivers impressive handling, making it a joy on winding roads, and a direct BMW 3 Series competitor for those who truly love to drive.
The powertrain options are equally compelling. The base turbocharged four-cylinder offers a spirited drive, but the real star is the 3.3-liter twin-turbo V6. With a robust 365 horsepower, it rockets the G70 from 0-60 mph in a blistering 4.5 seconds – a figure that puts many dedicated sports cars to shame. While some reviews might critique its fuel economy (the base four-cylinder’s 24 MPG combined trails some rivals), this minor trade-off is often negated by the G70’s significant upfront cost savings and the sheer joy of its driving dynamics. For buyers seeking a premium automotive bargain that doesn’t compromise on performance, luxury, or design, the 2025 Genesis G70 is an undeniable standout, a true testament to Genesis brand prestige in the making.
2025 Lincoln Nautilus: A Sanctuary on Wheels
Starting MSRP: $53,995
In the realm of mid-size luxury SUVs, the 2025 Lincoln Nautilus is a strong contender that, despite its numerous merits, often finds itself overlooked in favor of European marques. From my perspective, Lincoln has consistently redefined American luxury, and the Nautilus is a shining example. It’s a vehicle that prioritizes a serene, technologically advanced, and profoundly comfortable experience, making it a genuine American luxury SUV that offers immense large premium SUV comfort.
Step inside the 2025 Nautilus, and you’re immediately enveloped in an atmosphere of calm sophistication. The standout feature is undoubtedly the mesmerizing 48-inch panoramic screen that spans the entire dashboard, integrating digital instrumentation and infotainment into one seamless, visually stunning display. This digital cockpit technology is not just a gimmick; it enhances usability and creates a truly futuristic feel. High-end materials, from soft-touch surfaces to available premium leather, abound, solidifying its Lincoln Black Label experience credentials. The exterior, too, is refined and imposing, projecting a confident presence.
While its driving dynamics might not be as “razor-sharp” as some German competitors, the Nautilus prioritizes a supremely comfortable and quiet ride, making it an ideal long-distance cruiser. The standard powertrain is a potent 250-horsepower turbocharged four-cylinder paired with an eight-speed automatic and all-wheel drive. For those seeking even more punch and efficiency, a hybrid version is available, boosting output to a robust 310 horsepower. The cabin insulation is exceptional, making even highway speeds feel whisper-quiet. When comparing the Nautilus’s starting price to more expensive rivals like the BMW X7 (which starts over $80,000), its luxury SUV value becomes undeniably clear. It’s a powerful argument for those who desire genuine opulence and advanced features without the steep premium of certain international badges.
2025 Genesis GV80: The Aspirational Art Piece
Starting MSRP: $57,700
The Genesis GV80 exploded onto the scene a few years ago, capturing global attention with its audacious design and opulent interior. Yet, even now, it often struggles for the same recognition as its long-established German and Japanese competitors. As an industry expert, I see this as a classic case of brand heritage overshadowing sheer product excellence. The 2025 GV80 is not just a mid-size luxury SUV; it’s an artistic statement, and a phenomenal value-driven luxury SUV that deserves to be on everyone’s radar.
From its distinctive crest grille and “two-line” lighting signature to its meticulously crafted cabin, the GV80 exudes a unique brand of luxury. The interior is arguably one of the most beautiful in its class, featuring a sweeping dashboard dominated by an impressive 27-inch integrated screen that houses both the instrument cluster and infotainment. Quality materials are used throughout, from real wood and aluminum accents to sumptuous leather upholstery. Standard features are extensive, including heated seats, wireless phone charging, ambient lighting, and a powered tailgate, reinforcing its premium SUV technology credentials.
The engine lineup is equally impressive. The base 300-horsepower turbocharged four-cylinder offers plenty of grunt for most, but the star is the 3.5-liter twin-turbo V6, which churns out a commanding 375 horsepower. This powerhouse can hustle the GV80 from 0-60 mph in under six seconds, placing it squarely in contention with more expensive rivals like the BMW X7 in terms of straight-line performance. More than just power, the GV80 delivers a composed and comfortable ride, balancing dynamic capability with luxury refinement. For those who prioritize distinctive design, a plush cabin, and incredible standard features at a price point that significantly undercuts much of the competition, the 2025 Genesis GV80 is a compelling choice – a testament to the fact that you don’t need a century of history to deliver a truly luxury SUV performance experience.
2025 Volvo S90: Scandinavian Serenity and Power
Starting MSRP: $59,495
While the Volvo S90 might no longer be offered for sale in the US market as a new model for 2025, its influence and value as a used or remaining new stock option cannot be overstated. For discerning buyers who appreciate a different approach to luxury, the S90, especially the outgoing 2025 model, represented a distinct and highly underrated alternative. It perfectly encapsulated Scandinavian luxury sedan ideals: understated elegance, exceptional safety, and thoughtful design.
The S90’s exterior design is timeless, exuding a quiet confidence rather than overt flash. Inside, the cabin is a masterclass in minimalist design, combining high-quality natural materials like wood and Nappa leather with intuitive technology. Features like heated seats, a panoramic sunroof, and standard all-wheel drive were mainstays, ensuring comfort and capability across various trims. Its Volvo interior design creates a serene, almost home-like atmosphere that is uniquely inviting.
The powertrain options were particularly noteworthy. The base four-cylinder, despite its modest size, delivered a respectable 295 horsepower and 310 pound-feet of torque, paired with an EPA-rated 26 MPG combined. However, the true showstopper was the T8 Recharge plug-in hybrid variant. Combining a turbocharged and supercharged four-cylinder with two electric motors, this setup unleashed a mighty 455 horsepower and 523 pound-feet of torque. This meant a scorching 0-60 mph time of just four seconds and an impressive 66-MPGe combined figure, offering both thrilling performance and eco-conscious efficiency. While the S90 might not have matched some rivals in outright trunk space or certain digital amenities, its unparalleled safety features, sophisticated ride, and unique design philosophy made it an exceptional and often overlooked plug-in hybrid luxury option. It was, and remains, a compelling premium sedan value for those seeking refined, safe, and powerful executive transport.
2025 BMW 5 Series: The Everyday Executive’s Choice
Starting MSRP: $59,900
The BMW 5 Series holds an iconic status in the executive sedan refinement segment, yet the base 530i often gets unfairly overlooked in favor of its more powerful, pricier siblings. In 2025, with prices for many luxury vehicles soaring, the 530i presents an incredibly compelling argument as an underrated luxury sedan – a ticket to the esteemed German luxury club without the prohibitive cost. My experience tells me that while the segment is competitive, the 530i offers an intelligent blend of prestige, comfort, and efficiency.
The 2025 5 Series, even in its base trim, embodies the hallmarks of a premium BMW. The interior is spacious, beautifully appointed, and perceived quality is top-notch. High-grade materials, comfortable seating, and an intuitive infotainment system are all present and accounted for. Ride comfort and overall refinement are exceptional, making the 5 Series an ideal business class sedan for long commutes and road trips. These are the cornerstones that have made the 5 Series a legend, and they are fully present here.
While the 255-horsepower base engine in the 530i might be described as “adequate” rather than “impressive” by some performance purists, it’s more than sufficient for the vast majority of drivers. What’s truly impressive is its EPA-rated 31 MPG combined figure, making it a surprisingly efficient luxury daily driver. It can still hit 60 mph in the five-second range, offering confident acceleration for merging and passing. For those who demand more power, BMW offers solutions like the 375-horsepower 540i xDrive, but the 530i stands out as a smart, well-rounded option that offers excellent German luxury value. It allows buyers to experience the prestige and engineering prowess of a BMW without stretching their budget too far, proving that a base model can still deliver a truly premium and satisfying experience.
2025 Lexus LC: The Grand Touring Masterpiece
Starting MSRP: $101,700
The Lexus LC is, without a doubt, a masterpiece. Yet, despite its stunning aesthetics, opulent interior, and increasingly rare naturally aspirated V8 engine, it remains an underrated luxury car compared to its European grand touring rivals. For over a decade, I’ve championed cars that deliver a truly special experience, and the 2025 Lexus LC, whether in coupe or convertible form, absolutely fits the bill. It’s not just a car; it’s an event, a flagship luxury coupe that celebrates the art of driving.
From every angle, the LC is breathtakingly beautiful. Its design is bold, elegant, and unlike anything else on the road. The convertible, in particular, with its soft-top roof, perfectly complements the symphonic roar of the 5.0-liter naturally aspirated V8 engine. In an era dominated by forced induction and electrification, this naturally aspirated V8 is a glorious anachronism, a powerful, linear engine that delivers an emotional connection that few modern powerplants can match. Its presence, especially as other V8 models like the RC F and IS 500 F Sport are phased out, makes the LC an increasingly collectible performance vehicle.
The interior is a testament to Lexus’s commitment to luxury. Plush, eight-way power-adjustable heated and ventilated front seats, a premium 12-speaker Mark Levinson sound system, and a comprehensive Lexus Safety System+ 2.5 suite ensure that comfort, entertainment, and safety are paramount. The LC is designed as a grand touring sports car first and foremost, meaning its dynamics are refined and comfortable, rather than brutally sharp. This characteristic, along with its high price point and lack of a manual transmission, might be why some overlook it in favor of more aggressive sports cars. However, for those who seek beauty, an unforgettable engine note, unparalleled craftsmanship, and a supremely comfortable journey, the 2025 Lexus LC is a phenomenal choice. It’s an exotic luxury car that offers a distinct and truly rewarding ownership experience, well worth its premium price.
Embark on Your Own Luxury Discovery
The automotive landscape of 2025 is rich with options, but true connoisseurs understand that the most rewarding experiences aren’t always found among the most obvious choices. These underrated luxury cars and SUVs represent not just exceptional value, but also a unique opportunity to own a vehicle that stands apart from the crowd, offering distinctive character, advanced features, and often superior driving dynamics for their segment.
Are you ready to challenge conventional wisdom and discover a premium vehicle technology marvel that truly resonates with your discerning taste? Don’t let badge prestige blind you to genuine excellence. We invite you to explore these incredible machines further. Visit your local dealerships, schedule a test drive, or immerse yourself in detailed reviews to understand the nuanced luxury each of these vehicles offers. Your next unforgettable driving experience awaits – it just might be hiding in plain sight.
