See full version in the middle of the website👇
The landscape of luxury vehicles is constantly shifting, a dynamic ballet of brand prestige, cutting-edge technology, and evolving consumer desires. For discerning buyers in 2025, the challenge isn’t merely finding a luxury car; it’s discovering one that transcends its badge or market perception, offering an exceptional experience that’s often overlooked by the mainstream. As an automotive expert with a decade embedded in this industry, I’ve witnessed countless models rise and fall, and I’ve developed a keen eye for true value and understated brilliance.
This year, as the automotive world sprints towards even greater integration of AI, sustainable practices, and hyper-personalized experiences, a select group of vehicles stands out not just for their inherent quality but for their capacity to surprise and delight beyond their popular reputation. These are the luxury cars that defy expectations, delivering superior craftsmanship, engaging performance, and advanced features without always demanding the stratospheric price tags or overt recognition of their more celebrated counterparts. They are the astute choices for those who appreciate substance over show, and who understand that true luxury often whispers rather than shouts.
Join me as we explore the most underrated luxury vehicles of 2025, each a testament to automotive excellence waiting to be discovered.
2025 Cadillac CT4
Starting MSRP: $34,995
In an era dominated by SUVs and electric powertrains, the compact luxury sedan occasionally struggles for recognition. Yet, the 2025 Cadillac CT4 carves out a compelling niche, especially for enthusiasts who appreciate a driver-focused experience without splurging on its more aggressive CT4-V siblings. While the CT4-V and Blackwing variants rightfully capture headlines with their track-tuned prowess, the standard CT4, particularly in its Premium Luxury trim, offers a remarkably potent package that often goes unnoticed.
Under the hood, the CT4 Premium Luxury boasts a 2.7-liter turbocharged four-cylinder engine, closely mirroring the CT4-V’s output with a robust 310 horsepower and 350 pound-feet of torque. This is a genuinely spirited powertrain, capable of propelling the sedan from 0 to 60 mph in a brisk 4.8 seconds – performance figures that would have been reserved for dedicated sports cars just a decade ago. It delivers immediate thrust and a satisfying growl, making daily commutes feel less mundane and winding roads genuinely enjoyable. The standard 237-horsepower base engine is no slouch either, offering a balanced blend of performance and efficiency, rated at an impressive 26 MPG combined.
Where the CT4 often faces scrutiny is its interior. While it features quality materials and a well-thought-out layout, some critics argue it doesn’t quite match the sheer opulence or digital integration of rivals like the BMW 2-Series Gran Coupe or Mercedes-Benz CLA-Class. However, this assessment often overlooks the CT4’s strengths: its comfortable seating, excellent driving position, and a user-friendly infotainment system that prioritizes functionality over flashy, sometimes confusing, interfaces. Cadillac’s commitment to driver engagement is evident in the precise steering and well-calibrated chassis, providing a sense of connection to the road that’s increasingly rare in modern luxury sedans. The 2025 model further refines its active safety suite and connectivity options, ensuring a secure and integrated experience. For those seeking a dynamic, American-made luxury sedan that offers thrilling performance at an accessible price point, the CT4 is an undeniably strong contender whose capabilities far exceed its common perception. It’s a genuine performance luxury sedan that punches well above its weight class.
2025 Mazda CX-90
Starting MSRP: $38,800
Mazda has been on an upward trajectory, subtly yet confidently elevating its brand into near-luxury territory, and the 2025 CX-90 stands as the pinnacle of this ambition. This mid-size, three-row SUV is arguably the most compelling and often-understated offering for families and individuals prioritizing a blend of space, sophistication, and genuinely engaging driving dynamics. While traditional luxury brands typically dominate the conversation, the CX-90 offers a distinct and refined alternative, proving that luxury isn’t solely defined by a badge.
From the moment you step inside, the CX-90’s interior immediately impresses. Mazda’s design philosophy here leans into minimalism and high-quality craftsmanship, featuring materials that would feel at home in vehicles costing significantly more. Leatherette-trimmed seats are standard, complemented by thoughtful ergonomics and intuitive controls. Optional upgrades like a panoramic sunroof and a hands-free power tailgate enhance the premium experience, while the brand’s comprehensive i-Activsense safety suite ensures peace of mind for up to eight occupants. The cabin’s fit and finish are exceptional, exhibiting a meticulous attention to detail that speaks volumes about Mazda’s commitment to quality.
Underneath its elegant sheet metal, the CX-90 truly shines with its powertrain. The base inline-six engine, a rarity in this segment, delivers a robust 280 horsepower and 332 pound-feet of torque. More than just raw numbers, this engine offers a smooth, linear power delivery that belies the vehicle’s size. What truly sets the CX-90 apart, however, is its driving experience. As TopSpeed accurately notes, it “seems to shrink in size the faster it goes,” a testament to Mazda’s renowned focus on Jinba Ittai (horse and rider as one) driving philosophy. Its accurate and fluid steering, buttoned-down responses, and sophisticated body control make it surprisingly agile and enjoyable to pilot, a stark contrast to many of its lumbering competitors. While its closely related twin, the CX-70, opts for a two-row configuration and a slightly higher price, the CX-90 provides superior versatility without compromise. For those seeking an upscale family SUV that masterfully blends practicality with premium feel and genuine driving pleasure, the CX-90 is a brilliant, and often overlooked, choice in the 2025 market.
2025 Toyota Crown
Starting MSRP: $41,440
The return of the Toyota Crown nameplate for the 2023 model year, continued and refined into 2025, sparked a quiet revolution in the mainstream luxury segment. It’s a bold, jacked-up sedan that challenges conventional notions of what a Toyota can be, and in doing so, positions itself as one of the most genuinely underrated luxury vehicles available. While Toyota is a mainstream brand, the Crown pushes the boundaries, offering a level of refinement and a suite of features that frequently draw comparisons to its premium sibling, Lexus, yet maintains a stealthy presence due to its Toyota badge.
The Crown’s design is polarizing to some, but undeniably distinctive. Its elevated stance and unique silhouette blend elements of a sedan, SUV, and fastback, creating a crossover aesthetic that stands out in a sea of homogenous vehicles. Inside, the narrative shifts unequivocally towards luxury. Hands-on reviews consistently highlight a “Lexus-like interior,” characterized by high-quality materials, meticulous fit and finish, and a sophisticated design language. The cabin is spacious, quiet, and exudes an air of premium comfort that belies its Toyota badging. Advanced digital displays, intuitive controls, and a comprehensive suite of connectivity options ensure a thoroughly modern experience.
Performance-wise, the 2025 Crown offers compelling hybrid powertrains. The standard hybrid setup delivers a respectable 236 horsepower, allowing for a 0-60 mph sprint in around seven seconds – perfectly adequate for most luxury buyers. However, for those craving more zest, the top-of-the-range Platinum trim, featuring the Hybrid Max powertrain, is where the Crown truly flexes its muscles. This variant unleashes an impressive 340 horsepower and 400 pound-feet of torque, shaving two seconds off the 0-60 mph time, achieving it in a swift five seconds. Crucially, the Hybrid Max utilizes a standard automatic gearbox, providing a more traditional and engaging driving feel compared to the CVT found in other trims. All models come standard with all-wheel drive, enhancing stability and confidence in varied conditions. For those who prefer a crossover SUV template, the Crown Signia variant further expands the lineup. The 2025 Toyota Crown stands as a testament to understated luxury, offering an upscale experience and sophisticated hybrid technology that is often overlooked by buyers fixated on traditional luxury badges. It delivers premium hybrid performance and an opulent cabin without the premium price tag.
2025 Lexus IS
Starting MSRP: $41,830
The Lexus IS has long occupied a peculiar position in the compact executive sedan segment. It’s a vehicle of immense quality and undeniable appeal, yet it frequently operates in the shadow of its flashier German counterparts. This perception often stems from a combination of factors: Lexus’s different brand prestige compared to European marques, and a driving dynamic that, while refined and comfortable, might be perceived as “softer” than the most aggressive competitors. However, to focus solely on razor-sharp dynamics is to miss the profound strengths of the 2025 Lexus IS, solidifying its place as a truly underrated luxury option.
For 2025, the IS continues its legacy of delivering a supremely comfortable ride, a meticulously crafted cabin, and an abundance of standard features. The interior is a masterclass in premium materials, exhibiting Lexus’s legendary attention to detail and ergonomic excellence. Soft-touch surfaces, exquisite stitching, and a serene ambiance create a sanctuary from the outside world. Lexus’s commitment to safety is paramount, with its comprehensive Safety System+ suite coming generously equipped across the range, providing a robust shield of driver assistance technologies.
While the 2025 model carried over a choice of powertrains from previous years, including a turbocharged four-cylinder and a potent V6, the impending 2026 refresh, often advertised in parallel for 2025 customers, brings significant updates that further enhance its appeal. The refresh introduces a striking new exterior design, a thoroughly updated interior, and a larger 12.3-inch infotainment screen paired with a matching digital instrument cluster. Perhaps the most exciting development for enthusiasts is the streamlining of the lineup to feature primarily the IS 350. This model boasts a naturally-aspirated V6 engine, producing 311 horsepower—a configuration increasingly rare and cherished by purists. It’s capable of a swift 0-60 mph time in the five-second range, offering a smooth, linear power delivery that’s distinct from its turbocharged rivals. The Lexus IS, particularly with its updated aesthetics and the enduring charm of its V6, is an ideal choice for those who value dependable luxury performance, unparalleled comfort, and meticulous craftsmanship over aggressive styling and brand-snobbery. It’s a testament to refined engineering and a luxurious experience that often outclasses its direct German competition in terms of long-term reliability and ownership satisfaction.
2025 Genesis G70
Starting MSRP: $43,450
Genesis has rapidly emerged as a formidable challenger in the luxury automotive sphere, deftly carving out a niche that blends upscale amenities with exceptional value. The 2025 Genesis G70 compact sport sedan exemplifies this ethos, standing proudly against established titans like the BMW 3 Series and Mercedes-Benz C-Class. What makes the G70 truly underrated is its ability to not only compete on features and performance but also to significantly undercut its German rivals on price, making it an incredibly compelling proposition for the astute luxury buyer.
From an aesthetic standpoint, the G70’s design language is both elegant and athletic, featuring Genesis’s distinctive crest grille and parabolic lines that give it a sophisticated, yet muscular presence. The interior is where the value proposition truly shines. Stepping inside reveals a cabin crafted with premium materials, meticulously assembled to exude an air of undeniable luxury. Features like available heated and ventilated seats, a robust infotainment system, and a suite of advanced driver-assistance systems come standard or as highly accessible options, often costing thousands more in rival models. The ergonomics are excellent, and the driver-focused cockpit ensures all controls are within easy reach, contributing to a truly engaging driving experience.
Performance is another strong suit. The G70 offers a choice of potent turbocharged engines, both delivering exhilarating acceleration. The base model features a spirited four-cylinder, while the crown jewel is the 3.3-liter twin-turbo V6, churning out an impressive 365 horsepower. This powerhouse enables the G70 to rocket from 0 to 60 mph in a blistering 4.5 seconds, firmly placing it in the upper echelon of compact sport sedans. The agile chassis and finely tuned suspension provide a responsive and engaging ride, confidently tackling corners while maintaining a comfortable composure on longer journeys.
Some critiques of the G70 have touched on its relatively new brand heritage, dealer network size, and fuel economy (the base four-cylinder’s 24 MPG combined trails the BMW 330i’s 30 MPG). However, these points often overshadow the G70’s overwhelming merits. Its reliability has proven to be strong, and the ownership experience, backed by Genesis’s comprehensive warranty and concierge services, is first-rate. The 2025 Genesis G70 offers luxury sport sedan value that’s simply unmatched, providing an opulent interior, thrilling performance, and distinctive styling at a price point that makes its competitors blush. It’s a genuine sleeper hit for those who appreciate premium quality and driving excitement without paying a premium for a badge.
2025 Lincoln Nautilus
Starting MSRP: $53,995
The 2025 Lincoln Nautilus stands as a compelling testament to American luxury, offering a serene and technologically advanced experience that often flies under the radar of buyers fixated on European prestige. While the Lincoln badge might not carry the same global cachet as some German competitors, the Nautilus delivers an interior experience and feature set that consistently punches above its weight, making it a truly underrated choice in the competitive mid-size luxury SUV segment.
From the outside, the Nautilus presents a refined and imposing silhouette, characterized by clean lines and a commanding stance. It exudes an understated elegance that speaks to sophisticated tastes. However, it’s the interior where the 2025 Nautilus truly differentiates itself. Stepping inside is like entering a sanctuary. High-end materials, from supple leather to genuine wood or aluminum accents, are meticulously integrated throughout the cabin. The most striking feature, without a doubt, is the expansive 48-inch display that spans the entire dashboard, seamlessly integrating the instrument cluster and infotainment system into one breathtaking visual experience. This massive screen, paired with a host of advanced active safety features and Lincoln’s signature “Presidential” themes, creates an environment of unparalleled luxury and technological sophistication.
The driving experience prioritizes comfort and tranquility. As Craig Cole of TopSpeed aptly describes, the hybrid setup is “incredibly smooth and quiet; the engine seems completely friction-free and sounds like it’s operating far away.” The Nautilus is designed to glide, absorbing road imperfections with a serene composure that makes long journeys effortless. While its driving dynamics might not be as “razor-sharp” as some sport-oriented rivals, it more than compensates with its plush ride and silent cabin.
For 2025, the powertrain options are straightforward yet effective. The standard setup is a turbocharged four-cylinder producing 250 horsepower and 280 pound-feet of torque, paired with an eight-speed automatic and all-wheel drive, providing ample power for most situations. A more potent hybrid version is also available, boosting output to a robust 310 horsepower, offering increased punch without sacrificing refinement. Critically, the Nautilus offers this high level of luxury at a price point significantly below competitors like the BMW X7, which starts north of $80,000. For those seeking immersive cabin luxury and a supremely comfortable ride in a stylish American SUV, the 2025 Lincoln Nautilus represents exceptional value and an often-overlooked premium experience that truly deserves a closer look.
2025 Genesis GV80
Starting MSRP: $57,700
The 2025 Genesis GV80 continues to challenge the established order in the luxury SUV market, offering an exquisite blend of opulent comfort, distinctive design, and robust performance at a price point that makes its European rivals seem vastly overpriced. Despite its numerous merits and striking originality, the GV80 often finds itself in the shadow of legacy brands, hampered by the lack of centuries-old brand heritage and the curious perception that a lower price somehow equates to less luxury. This oversight makes the GV80 a prime candidate for our list of underrated luxury vehicles.
From its commanding presence to its meticulously sculpted lines, the GV80’s design is a masterclass in modern luxury. The signature Two-Line headlights and taillights, combined with a prominent crest grille, give it an unmistakable and sophisticated identity. Stepping inside, however, is where the GV80 truly shines. The cabin is an exercise in plushness and quality, featuring an array of premium materials from genuine leather and wood to intricate stitching and metallic accents. The attention to detail is evident in every surface and switchgear.
Technological integration is seamless and impressive. A breathtaking 27-inch ultrawide screen dominates the dash, serving as the central hub for infotainment and vehicle information, providing stunning visuals and intuitive control. Standard features are abundant, including heated seats, wireless phone charging, sophisticated ambient lighting, and a powered tailgate – amenities that are often expensive options on competing vehicles. The spacious interior accommodates passengers in supreme comfort, making long journeys a genuine pleasure.
Under the hood, the GV80 offers a compelling range of powertrains. The base model features a 300-horsepower turbocharged four-cylinder, providing ample power for daily driving. For those desiring more exhilarating performance, the twin-turbo 3.5-liter V6, unleashing 375 horsepower, transforms the GV80 into a genuine performer. This V6 can hustle the G80 sedan-based SUV to 60 mph in under six seconds, placing it roughly on par with vehicles like the BMW X5 or X7, yet at a significantly more attractive price. The GV80 masterfully blends robust performance with a serene and lavish cabin, offering a truly opulent SUV experience without the badge premium. For luxury buyers who prioritize genuine substance, groundbreaking design, and exceptional value over mere brand prestige, the 2025 Genesis GV80 is not just underrated; it’s a revelation.
2025 Volvo S90
Starting MSRP: $59,495
While the 2025 Volvo S90 may no longer be offered for sale in the US market, its previous iterations and the global presence of this executive sedan mark it as a truly underrated luxury option in the broader context of premium vehicles. For those who were fortunate enough to consider it, or for enthusiasts appreciating its design and engineering from afar, the S90 represented a distinct alternative to the German triumvirate, often at a more appealing price point and with a unique Scandinavian flair.
The S90’s appeal lies in its unwavering commitment to what Volvo does best: safety, minimalist yet elegant design, and exceptional comfort. Its exterior is characterized by clean lines, the iconic “Thor’s Hammer” LED headlights, and a stately, understated presence that exudes sophistication without being ostentatious. Inside, the S90’s cabin is a masterclass in Scandinavian design. It’s a serene, airy space where natural materials like open-pore wood and fine Nappa leather blend harmoniously with intuitive technology. The large, vertically oriented Sensus infotainment system, while perhaps not as cutting-edge as some rivals, is user-friendly and keeps clutter to a minimum.
While some reviews pointed to ride and powertrain refinement not always matching the very best in class, or criticisms regarding trunk space, these often overlooked the S90’s core strengths. Standard features like heated seats, a panoramic sunroof, and all-wheel drive, coupled with Volvo’s legendary safety suite, ensured a well-appointed and secure experience. The base four-cylinder engine, while not “exciting,” delivered a respectable 295 horsepower and 310 pound-feet of torque, offering an EPA-rated 26 MPG combined – a solid balance of power and efficiency.
However, the true gem for enthusiasts was the T8 Recharge plug-in hybrid variant. Combining a turbocharged and supercharged four-cylinder engine with two electric motors, it unleashed a mighty 455 horsepower and 523 pound-feet of torque. This powerhouse not only achieved an impressive 66-MPGe combined figure but also rocketed the S90 from 0-60 mph in a thrilling four seconds. This powertrain was a testament to Volvo’s engineering prowess, offering exhilarating performance alongside remarkable efficiency. The 2025 Volvo S90, though a rare sight now, embodied Scandinavian luxury and safety—a competent, safe, and relatively luxurious sedan that offered immense value and a distinct personality, often overshadowed but never outclassed in its commitment to refined living and groundbreaking hybrid performance.
2025 BMW 5 Series
Starting MSRP: $59,900
It might seem counterintuitive to label a BMW 5 Series as “underrated,” given its iconic status and decades of critical acclaim. Yet, in the fiercely competitive luxury sedan segment of 2025, particularly the base 530i version, the 5 Series often gets overshadowed by its more aggressively priced or higher-performance siblings, or by newer, value-oriented luxury brands. However, for those who seek the quintessential German luxury sedan experience without the exorbitant price tag, the 530i offers an incredibly well-rounded and, frankly, underrated package.
The 2025 BMW 5 Series starts at a remarkably reasonable price point, just under $60,000, making it an accessible entry into the prestigious German luxury club. While some critics might point to certain interior appointments or features as perhaps not being as opulent as those offered by Genesis at a lower price, the 5 Series compensates with an unmatched pedigree of engineering, driving dynamics, and brand cachet. The interior is spacious, meticulously crafted, and embodies the perceived quality standards for which BMW is renowned. Ergonomics are excellent, and the blend of physical controls with the intuitive iDrive infotainment system strikes a perfect balance between modernity and usability.
At its core, the 5 Series experience is defined by refinement and ride comfort – the cornerstones that have cemented its legendary status. The base 530i is powered by a competent 2.0-liter turbocharged four-cylinder engine delivering 255 horsepower. While “adequate” rather than “impressive” to some, this powertrain is remarkably smooth, efficient (boasting an excellent EPA-rated 31 MPG combined), and capable of propelling the sedan from 0-60 mph in the spirited five-second range. For the vast majority of daily driving scenarios and even spirited highway cruising, this is more than enough power, delivering a refined and confident performance that belies its “base model” status.
For buyers who demand more, BMW has a solution: the 540i xDrive, featuring a sublime 375-horsepower inline-six engine for around $67,000. But the true underrated gem is the 530i. It provides a luxurious, spacious cabin, superb ride quality, and engaging driving dynamics that are unmistakably BMW, all within a budget that allows buyers to experience accessible German luxury without compromise. It’s the smart choice for those who appreciate the subtle brilliance of BMW engineering and a balanced luxury experience that delivers value beyond its spec sheet.
2025 Lexus LC
Starting MSRP: $101,700
The 2025 Lexus LC, the brand’s flagship coupe and convertible, is a true automotive masterpiece that, despite its stunning aesthetics and impressive engineering, remains profoundly underrated in the upper echelons of the luxury sports car market. While its six-figure price tag positions it among exclusive company, its character, and purpose are often misunderstood, leading it to be overlooked in favor of more overtly performance-focused rivals from Porsche or Jaguar. Yet, for the discerning buyer, the LC offers an unparalleled blend of elegance, sensory delight, and grand touring prowess.
From every angle, the LC is a visual symphony. Its bold, aggressive lines, flowing curves, and dramatically sculpted profile make it one of the most breathtakingly beautiful cars on the road today. Whether in coupe or convertible form, the LC commands attention without shouting for it. The soft-top convertible, in particular, perfectly complements the vehicle’s aesthetic, allowing the glorious soundtrack of its powertrain to fill the cabin.
And what a powertrain it is. Under the hood resides the legendary naturally aspirated 5.0-liter UR V8 engine, a true rarity in 2025’s landscape of forced induction. This magnificent engine “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 an engine not just for performance, but for emotion, delivering a linear power band and an intoxicating exhaust note that simply cannot be replicated by smaller, turbocharged units. While other Lexus V8 models like the RC F and IS 500 F Sport Performance are being discontinued, the LC bravely carries the torch of this iconic powerplant.
The interior is as exquisite as the exterior, a plush haven crafted with the finest materials. Eight-way power-adjustable heated and ventilated front seats, a 12-speaker premium Lexus sound system, and a glass roof with a sunshade are just a few of the standard amenities that underscore its luxury. Lexus Safety System+ 2.5 ensures peace of mind. While the LC is unequivocally a high-performance machine with rear-wheel drive and a naturally-aspirated V8, its dynamic setup leans towards grand touring rather than track-day heroics. Its dynamics are refined and composed, offering sublime comfort on long drives, rather than the razor-sharp, sometimes unforgiving, edges of its more track-focused competitors.
The perceived “weaknesses” – its high price (though competitive for its class), lack of a manual transmission (a niche desire), and more comfortable dynamics – are precisely what make it an underrated choice. The 2025 Lexus LC isn’t trying to be a Porsche GT3; it’s a timeless grand tourer, a truly special car for those who prioritize beauty, aural pleasure, luxurious comfort, and an utterly unique driving experience over lap times. It’s a work of art, and its true merits are often only appreciated by those who value emotion and timeless elegance in their automotive pursuits.
The luxury automotive market of 2025 is a tapestry woven with threads of innovation, performance, and opulence. While certain badges undeniably capture the lion’s share of attention, the true connoisseur knows that exceptional value, groundbreaking design, and profound driving pleasure can often be found where least expected. These underrated vehicles – from the spirited Cadillac CT4 to the magnificent Lexus LC – prove that luxury is not just about the price tag or the crest on the hood, but about the unparalleled experience they deliver.
Each of these machines offers a unique perspective on what it means to travel in comfort, style, and exhilarating performance, often surpassing their more celebrated counterparts in specific areas. They are choices for the discerning, the thoughtful, and those who dare to look beyond conventional wisdom to find something truly special.
Don’t let market hype dictate your next luxury acquisition. Explore these hidden gems and experience luxury that whispers sophistication rather than shouts for attention. Ready to redefine your perception of premium driving? Visit your local dealership today and test drive one of these exceptional, often-overlooked contenders. Your next luxury adventure awaits.
