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Unveiling the Underdogs: The Most Underrated Luxury Vehicles of 2025
For over a decade, I’ve had my hands on the wheel of just about every premium vehicle imaginable, navigating the ever-shifting currents of the luxury automotive market. From the established German giants to the ambitious newcomers, I’ve seen trends rise and fall, and prestige badges gleam brightly. But one constant truth remains: some of the most compelling and genuinely luxurious vehicles often fly under the radar. In an industry obsessed with brand heritage and the latest splashy marketing campaigns, true value, innovative design, and sublime driving experiences can sometimes be overlooked.
As we cruise into 2025, the landscape of luxury is more diverse and competitive than ever. Buyers are savvier, demanding more than just a badge; they want substance, technology, comfort, and performance that genuinely enhance their daily lives. This is where the “underrated” come into play – vehicles that offer an exceptional blend of these attributes, often at a more accessible price point or with a distinct character that sets them apart from the usual suspects. They might not always dominate the headlines, but for those in the know, they represent a smarter, more discerning choice.
Join me as we pull back the curtain on these unsung heroes, vehicles that, through my extensive experience, deserve a far brighter spotlight. From compact sedans that redefine agility to spacious SUVs that coddle occupants in unexpected opulence, these are the machines that offer genuine luxury without the unnecessary fanfare.
The 2025 Cadillac CT4: America’s Agile Answer to European Compact Luxury
Starting MSRP: $34,995
Let’s kick things off with a true American gem, one that often gets overshadowed by its sharper “V” siblings. The 2025 Cadillac CT4, particularly in its Premium Luxury trim, is a compact premium sedan that delivers an engaging driving experience and refined comfort that many rivals struggle to match at this price point. While enthusiasts naturally gravitate towards the high-octane CT4-V and the track-focused CT4-V Blackwing, the standard CT4 offers a remarkably compelling package.
The secret sauce here, for those seeking robust performance without the full-blown track pedigree, lies in the available 2.7-liter turbocharged four-cylinder engine. In the Premium Luxury trim, this powerplant unleashes a potent 310 horsepower and a robust 350 pound-feet of torque. This isn’t just “good enough”; it’s genuinely quick, propelling the CT4 from 0-60 mph in a brisk 4.8 seconds. That’s sports car territory for a luxury sedan that still offers four doors and a comfortable cabin. Compare that to some base German competitors, and you’ll quickly see the exceptional performance value proposition. Even the standard base engine, a spirited 2.0-liter turbo, offers a respectable 237 horsepower and an EPA-estimated 26 MPG combined, making it a pragmatic choice for daily commutes.
Where the CT4 sometimes faces critiques is its interior quality when directly stacked against segment leaders like the BMW 2-Series Gran Coupe or Mercedes-Benz CLA-Class. However, my take, informed by years of sitting in countless cabins, is that this perception often misses the mark. Cadillac has made significant strides in material selection and fit-and-finish. While it might not flaunt the most ostentatious digital displays, the ergonomics are excellent, the seats are supportive, and the overall ambiance is one of understated sophistication. For discerning buyers who prioritize dynamic prowess and strong performance over a flashy, potentially distracting cockpit, the CT4 is an absolute revelation. Its Alpha platform, shared with the legendary Camaro, provides a chassis that is inherently balanced and communicative, making every drive feel special.
The 2025 Mazda CX-90: Redefining Mainstream Luxury with an Inline-Six Punch
Starting MSRP: $38,800
“A Mazda on a luxury list?” you might ask. Absolutely, and for good reason. The 2025 Mazda CX-90 isn’t just another three-row mid-sized SUV; it’s a masterclass in quiet confidence and understated elegance. Mazda has been on an upward trajectory for years, meticulously crafting vehicles that punch far above their weight class in terms of refinement and driving dynamics. The CX-90 is the culmination of that effort, a vehicle that genuinely blurs the line between mainstream and premium.
From the moment you approach the CX-90, its commanding presence is evident. The design language is sophisticated and clean, free from unnecessary embellishments. Step inside, and any lingering doubts about its luxury credentials vanish. The interior is a revelation: rich materials, thoughtful textures, and an architectural design that feels genuinely upscale. Standard leatherette-trimmed seats already hint at the premium experience, while optional touches like genuine Nappa leather and real wood accents elevate it further. This isn’t just about appearances; the cabin is meticulously put together, with excellent sound dampening creating a serene environment that rivals vehicles costing significantly more.
Under the hood lies perhaps the CX-90’s most compelling feature: a powerful and smooth inline-six engine. In its base iteration, this unit delivers 280 horsepower and 332 pound-feet of torque. What truly impresses is the engine’s linear power delivery and the sophisticated 8-speed automatic transmission that never hunts for gears. For those seeking even more verve, a more potent version is available. On the road, the CX-90 truly shines. Its handling belies its size, thanks to Mazda’s unwavering commitment to driver engagement. The steering is precise and fluid, body control is exceptional, and the ride quality strikes a near-perfect balance between supple comfort and composed agility. As a reviewer once aptly put it, “Quicken the pace, and the CX-90 seems to shrink in size the faster it goes.”
Factor in its standard i-ACTIVSENSE safety suite, space for up to eight passengers, and available features like a panoramic sunroof and hands-free tailgate, and the CX-90 presents an undeniable value proposition in the crowded mid-size SUV segment. It’s a compelling choice for growing families or anyone prioritizing genuine driving pleasure and sophisticated comfort without the typical luxury brand premium. And for those curious about its two-row sibling, the CX-70, while related, the CX-90 remains the definitive choice for versatility.
The 2025 Toyota Crown: A Hybrid Puzzler Redefining Affordable Luxury
Starting MSRP: $41,440
The 2025 Toyota Crown represents a fascinating chapter in Toyota’s evolving narrative. For decades, Toyota has been synonymous with reliability and mainstream practicality. Yet, the Crown, a nameplate resurrected for the US market in 2023, is a bold attempt to inject genuine luxury and distinctive design into their lineup without resorting to the Lexus badge. And it largely succeeds, often flying under the radar of traditional luxury buyers.
At first glance, the Crown’s elevated stance and unique fastback-like silhouette distinguish it from typical sedans. It’s a design that polarizes some, but for those seeking something different, it offers a refreshing alternative to the sea of conventional luxury sedans. Step inside, and the “Lexus-like” quality is immediately apparent. Premium materials, meticulous craftsmanship, and an intelligent layout create an inviting and comfortable cabin. Toyota has prioritized refinement, and it shows in the Crown’s quiet ride and comfortable seating, making long journeys a pleasure.
The Crown’s powertrain lineup is exclusively hybrid, leaning into Toyota’s legendary expertise in electrification. The standard hybrid system combines efficiency with respectable performance, delivering 236 horsepower and achieving 0-60 mph in a smooth seven seconds. This setup is perfect for most daily driving, offering excellent fuel economy without sacrificing too much zip. However, the true gem for performance seekers is the Hybrid Max powertrain, available in the top-tier Platinum trim. This system transforms the Crown into a genuine sleeper, pushing output to a formidable 340 horsepower and 400 pound-feet of torque. Paired with a traditional automatic gearbox (eschewing the CVT of the standard hybrid), it slashes the 0-60 mph time to an impressive five seconds. All Crown models benefit from standard all-wheel drive, enhancing stability and confidence in varied conditions.
The Crown isn’t just a sedan; it’s a statement. It challenges the notion that luxury must come with a specific badge. For buyers looking for exceptional reliability, advanced hybrid technology, a unique aesthetic, and a genuinely premium interior experience without paying a “luxury tax,” the 2025 Toyota Crown is an incredibly compelling, and truly underrated, choice. And for those who prefer an SUV body style, the Crown Signia variant provides yet another excellent option based on a crossover template.
The 2025 Lexus IS: The Unflappable Performer with Enduring Appeal
Starting MSRP: $41,830
The Lexus IS often finds itself in the formidable shadow of its German counterparts like the BMW 3 Series and Mercedes-Benz C-Class. While it may not always boast the razor-sharp dynamics or the same perceived brand prestige as some rivals, dismissing the IS is a mistake. As someone who appreciates a balanced, refined, and impeccably built vehicle, I can attest that the 2025 Lexus IS remains a supremely underrated compact executive sedan, especially as we look towards its future.
For 2025, Lexus continues to offer a range of enticing powertrains. From the capable turbocharged four-cylinder to the smooth V6 options, there’s an IS for various preferences. And for those who crave a truly exhilarating, old-school performance experience, the flagship 5.0-liter V8 IS 500 F Sport Performance remains a raw, naturally aspirated marvel in a world increasingly dominated by forced induction. While the 2026 model year promises a significant refresh, for 2025, buyers still get the proven formula.
What truly defines the Lexus IS experience, and why it consistently earns my respect, is its unwavering commitment to comfort, quality, and reliability. The cabin is a sanctuary, meticulously crafted with premium materials and an ergonomic layout. Lexus’s reputation for exceptional build quality is evident in every detail. The ride is consistently comfortable, soaking up road imperfections with a serene composure that many rivals often sacrifice in pursuit of ultimate sportiness. Furthermore, the IS comes generously equipped with features and Lexus’s comprehensive Safety System+ suite, providing peace of mind and convenience.
Looking ahead, the 2026 refresh brings exciting updates, including a new exterior design, an updated interior with a larger 12.3-inch infotainment screen, and a digital instrument cluster. Perhaps most notably, the 2026 range will focus solely on the IS 350, powered by its 311-horsepower, naturally-aspirated V6 – a powertrain revered by six-cylinder enthusiasts, capable of hitting 60 mph in the impressive five-second range. This streamlining underscores Lexus’s commitment to delivering a pure, engaging driving experience. For 2025, while the brand might still advertise a broader lineup, the essence of the IS as a comfortable, reliable, and subtly sporty luxury sedan remains undeniable. It’s an intelligent choice for those who value enduring quality and a serene driving experience over brand one-upmanship.
The 2025 Genesis G70: Disrupting the Entry-Luxury Sedan Segment
Starting MSRP: $43,450
Genesis has been on a meteoric rise, consistently challenging established luxury marques with a combination of striking design, impressive technology, and compelling value. The 2025 Genesis G70 compact luxury sedan is arguably the brand’s sharpest arrow in its quiver, often battling against segment stalwarts like the BMW 3 Series and Mercedes-Benz C-Class. And it does so not just by undercutting their starting prices (often by $5,000-$7,000), but by delivering a truly premium experience.
From a design perspective, the G70 is a head-turner. Its athletic stance, distinctive grille, and elegant lines give it a presence that belies its price point. Inside, Genesis doesn’t cut corners. The cabin is a masterclass in modern luxury, featuring high-quality materials, meticulous stitching, and an intuitive layout. Heated and ventilated seats are often standard or an easily accessible option, a feature that typically costs extra on European competitors. The ergonomics are excellent, and the infotainment system is user-friendly, offering seamless integration with your digital life.
But where the G70 truly shines is its driving dynamics. It boasts an agile chassis that feels perfectly balanced, making spirited driving a joy. The steering is direct and communicative, and the suspension strikes an excellent balance between sporty firmness and everyday comfort. Power comes from a choice of punchy turbocharged engines. The base four-cylinder offers lively performance, but the real star is the optional 3.3-liter twin-turbo V6. Pumping out a robust 365 horsepower, this engine transforms the G70 into a genuine performance sedan, launching it from 0-60 mph in a blistering 4.5 seconds. That’s performance that rivals much more expensive sports sedans.
Some might dismiss the G70 due to its lack of historical brand heritage or concerns about its dealer network. However, having observed Genesis’s growth and commitment to customer service firsthand, these concerns are rapidly becoming outdated. The truth is, the G70 has very few downsides for a new car buyer. While some reviews note its slightly less competitive fuel economy (the base four-cylinder manages 24 MPG combined compared to a BMW 330i’s 30 MPG), for many, the performance, luxury, and value more than compensate. The 2025 Genesis G70 is a sophisticated, engaging, and genuinely luxurious sedan that demands a serious look from anyone considering an entry-level premium vehicle.
The 2025 Lincoln Nautilus: A Sanctuary on Wheels with Tech Prowess
Starting MSRP: $53,995
In the competitive world of luxury SUVs, the 2025 Lincoln Nautilus stands out as an exceptionally comfortable and technologically advanced option that often gets overlooked in favor of more established German or Japanese brands. Lincoln has been methodically redefining its identity, focusing on a unique brand of “Quiet Flight” luxury, and the Nautilus is a shining example of this philosophy. For buyers prioritizing serene comfort, cutting-edge technology, and sophisticated design without the six-figure price tag, the Nautilus is an undeniably underrated choice.
From the outside, the Nautilus exudes a refined and imposing presence. Its clean lines and distinctive lighting signature give it a contemporary yet timeless appeal. Step inside, and you’re immediately greeted by the Nautilus’s pièce de résistance: a stunning 48-inch panoramic display that spans the entire dashboard. This isn’t just a gimmick; it’s a beautifully integrated interface that provides a wealth of information and entertainment in a visually striking manner. Beyond the screens, the interior is a masterclass in high-end materials, with sumptuous leather, genuine wood, and metallic accents creating an ambiance of sophisticated luxury. Comfort is paramount, with incredibly supportive seats and a cabin that meticulously isolates occupants from the outside world.
Driving the Nautilus is an exercise in tranquility. While its driving dynamics might not be as “sharp” or “sporty” as a BMW X7, that’s not its mission. The Nautilus prioritizes a supremely comfortable and quiet ride, effortlessly gliding over road imperfections. The standard powertrain for 2025 is a refined 250-horsepower, 280-pound-feet of torque turbocharged four-cylinder paired with an 8-speed automatic and all-wheel drive, offering ample power for most situations. For those seeking more punch and enhanced efficiency, an available hybrid version boosts output to an impressive 310 horsepower, delivering incredibly smooth and quiet operation. As one reviewer aptly noted, “the engine seems completely friction-free and sounds like it’s operating far away, several cars ahead of the Nautilus’ passenger compartment.”
Considering that rivals like the BMW X7 start at over $80,000, the 2025 Lincoln Nautilus delivers an extraordinary amount of luxury, technology, and comfort for its starting MSRP. It’s an intelligent choice for those who value an opulent interior experience, advanced safety features, and a truly comfortable ride, rather than just brand cachet.
The 2025 Genesis GV80: The Standard-Bearer for Value and Design in Luxury SUVs
Starting MSRP: $57,700
It’s almost a disservice to call the 2025 Genesis GV80 “underrated” given its critical acclaim and growing popularity, but in the shadow of decades-old European luxury SUV dynasties, it still fights for its due recognition. The GV80 is a testament to what Genesis can achieve: a luxury SUV that marries stunning original design, a plush cabin, advanced technology, and powerful engines, all at a price point that makes its established rivals seem exorbitant.
The GV80’s exterior design is breathtaking, standing apart from the more conservative lines of its competitors. Its bold crest grille and distinctive ‘two-line’ lighting signature give it an unmistakable presence on the road. Inside, the GV80 truly shines. The cabin is an exercise in opulent minimalism, featuring a sweeping 27-inch integrated screen that serves as both the instrument cluster and infotainment hub. This seamless display is complemented by high-quality materials like real wood and supple leather, creating an atmosphere of sophisticated elegance. Standard features like heated seats, wireless phone charging, ambient lighting, and a powered tailgate underscore its commitment to luxury and convenience. Every surface, every switch, feels substantial and expensive.
Under the hood, the GV80 offers a choice of potent powertrains. The base 300-horsepower turbocharged four-cylinder provides ample motivation, but the true star is the twin-turbo 3.5-liter V6, unleashing a formidable 375 horsepower. This V6 transforms the G80 sedan-based GV80 SUV into a surprisingly nimble and quick vehicle, capable of hitting 60 mph in under six seconds – a figure roughly on par with a comparably powered BMW X7, which costs significantly more. The ride quality is excellent, blending serene comfort with confident handling, making it a joy on both long highway stretches and winding backroads.
The GV80’s starting price, comfortably under $60,000, makes it an incredible value proposition. It challenges the notion that true luxury must come with an exorbitant price tag or a badge steeped in centuries of heritage. For buyers who demand real opulence, cutting-edge design, and robust performance but are willing to forgo the prestige of a European badge to obtain a far better price, the 2025 Genesis GV80 is not just underrated; it’s a category leader.
The 2025 Volvo S90: Scandinavian Serenity and Electrified Punch
Starting MSRP: $59,495
While officially no longer on sale in the US market as a new model for 2025, the Volvo S90 deserves an honorable mention on this list for those considering a pre-owned 2024 or earlier model, or for its profound impact on the luxury sedan segment. Its absence from new showrooms makes its inherent value even more apparent for discerning buyers. The S90 was, and remains, an underrated luxury option that, depending on trim and configuration, often offered a more accessible entry point to premium motoring than many key rivals.
The S90 embodied Volvo’s distinctive Scandinavian design philosophy: clean, elegant, and understated, yet brimming with functionality and a unique sense of calm. The interior was a true highlight, featuring exquisite materials, comfortable and supportive seating, and a minimalist design that fostered a sense of tranquility. Features like heated seats, a panoramic sunroof, and standard all-wheel drive were often part of the package, underscoring Volvo’s commitment to user-centric luxury.
While some critiques pointed to its ride and powertrain refinement not always stacking up against the absolute best in class, or its trunk space compared to certain competitors, these were minor quibbles for a vehicle that excelled in its overall proposition. The base four-cylinder engine, while not overtly exciting, delivered a robust 295 horsepower and 310 pound-feet of torque, paired with an EPA-rated 26 MPG combined.
However, the true marvel of the S90 lineup, and a testament to Volvo’s innovative spirit, was the top-end T8 plug-in hybrid variant. This sophisticated powertrain combined the turbocharged and supercharged four-cylinder engine with two electric motors to produce a staggering 455 horsepower and 523 pound-feet of torque. This wasn’t just about eco-friendliness; it delivered blistering performance, achieving 0-60 mph in a mere four seconds. With an impressive 66-MPGe combined figure, it offered an unparalleled blend of power, efficiency, and quiet electric-only range. The Volvo S90, for its typical Scandinavian design ambiance, inherent safety, and surprising electrified punch, truly stood as a competent, safe, and relatively luxurious sedan that deserves recognition.
The 2025 BMW 5 Series: The Accessible Entry to German Executive Luxury
Starting MSRP: $59,900
“A BMW 5 Series as underrated?” You might raise an eyebrow, given its immense prestige and popularity. However, in the context of the 2025 luxury market, especially considering its entry-level iterations, the BMW 5 Series – particularly the 530i – can indeed be considered an underrated luxury sedan. While the segment is fiercely competitive, the 530i offers a compelling blend of BMW’s signature driving dynamics, refined comfort, and advanced technology at a price point that allows more buyers to access the coveted German executive sedan club.
Starting just under $60,000, the 530i provides a robust package. While some interior appointments or features might not reach the extravagant heights of its pricier siblings or the sheer value proposition of newcomers like Genesis, the overall experience is undeniably premium. BMW’s renowned build quality is evident throughout the spacious cabin, and perceived quality is precisely what you’d expect from the brand. Refinement and ride comfort are hallmarks of the 5 Series, making it an excellent companion for both daily commutes and long-distance travel.
The base engine in the 530i is a 2.0-liter turbocharged four-cylinder that delivers 255 horsepower. While “adequate” rather than “impressive” to hardcore performance enthusiasts, it offers more than enough power for most drivers, propelling the car to 60 mph in the respectable five-second range. Crucially, it achieves an excellent EPA-rated 31 MPG combined, making it a surprisingly efficient choice for a luxury sedan.
The 530i is a superb all-around option for those who desire the sophistication, driving pleasure, and engineering prowess of a BMW without the significantly higher price tag of its larger engine variants or fully loaded configurations. It represents a smart entry point into a prestigious segment, offering a balanced performance, excellent efficiency, and a comfortable, spacious interior. For those craving more power, BMW has the solution in the $67,000 540i xDrive, which boasts a smooth and potent 375-horsepower inline-six engine. The 2025 530i, therefore, is an underrated gateway to premium German motoring, proving that you don’t always need the top-tier model to enjoy the essence of BMW luxury.
The 2025 Lexus LC: A Grand Tourer Masterpiece with a Soulful V8
Starting MSRP: $101,700
Now, we approach the upper echelon of our list, where “underrated” takes on a different meaning. The 2025 Lexus LC, starting at just over $100,000 for the coupe and adding $8,000 for the exquisite convertible, is the brand’s stunning flagship coupe and convertible. While its price point places it firmly in the realm of high-end luxury sports cars, it’s often underrated not for its value, but for its unique blend of attributes and its position as a grand tourer rather than a track weapon. It lives in the shadow of more overtly “sporty” European rivals, yet offers an unparalleled experience for the discerning driver.
Since its introduction in 2018, the LC has been a design tour-de-force – a concept car brought to life. Its sculpted lines, aggressive stance, and luxurious detailing make it one of the most beautiful cars on the road today. The convertible, with its elegant soft top, accentuates its already stunning proportions. But beneath that gorgeous skin lies a rarity in 2025: a naturally aspirated V8 engine. The 5.0-liter UR V8, which once graced the now-discontinued RC F and IS 500 F Sport Performance, finds its perfect home in the LC 500. This engine isn’t just powerful; it’s a symphonic masterpiece, delivering a visceral roar that’s becoming increasingly rare. As a reviewer once 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.”
Inside, the LC is every bit as plush and meticulously crafted as its exterior suggests. The cabin is an intimate, driver-focused space adorned with premium materials, exquisite stitching, and advanced technology. Features include Lexus’s comprehensive Safety System+ 2.5, an elegant glass roof with sunshade (on the coupe), eight-way power-adjustable heated and ventilated front seats, and a premium 12-speaker Lexus sound system. Rear-wheel drive and a sublime 10-speed automatic transmission complete the powertrain.
While some might criticize its lack of a manual transmission or its slightly softer dynamics compared to razor-sharp offerings from Porsche or Jaguar, these criticisms miss the point. The Lexus LC is first and foremost a grand tourer – a car designed to cover vast distances in immense comfort, style, and with an intoxicating soundtrack. It’s about the journey, the presence, and the sheer joy of a naturally aspirated V8. For those who appreciate automotive artistry, a truly unique driving experience, and a vehicle that prioritizes effortless elegance over brute-force lap times, the 2025 Lexus LC is a masterwork that is profoundly underrated. It’s a testament to enduring craftsmanship and a celebration of the internal combustion engine in an electrifying world.
Your Next Luxury Journey Awaits
The luxury automotive market of 2025 is rich with options, but for those willing to look beyond the obvious, a world of truly underrated gems awaits. These vehicles prove that exceptional quality, engaging performance, and sophisticated design aren’t exclusive to the most expensive or most heavily advertised models. They represent intelligent choices, offering distinctive experiences and outstanding value that often go unnoticed by the casual observer.
Whether you’re seeking an agile compact sedan, a spacious and refined SUV, or a breathtaking grand tourer, there’s an underrated luxury vehicle on this list designed to exceed your expectations without unnecessarily draining your bank account or sacrificing substance for flash.
Don’t let preconceived notions limit your options. We encourage you to explore these incredible vehicles firsthand. Visit your local dealership, schedule a test drive, and discover for yourself why these underrated luxury contenders are truly the smartest choices for discerning buyers in 2025. Your journey to exceptional motoring begins now – which one will you uncover first?
