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Unveiling the Hidden Gems: The Most Underrated Luxury Cars of 2025
In a market saturated with prestige badges and escalating price tags, finding true luxury that transcends mere branding can be a challenge. As an automotive industry veteran with a decade of navigating the intricate landscape of premium vehicles, I’ve seen countless models overlooked despite offering exceptional value, innovative engineering, and a driving experience that rivals, or even surpasses, their more celebrated counterparts. For 2025, a handful of vehicles continue to define what it means to be an “underrated luxury car”—machines that deliver opulence, performance, and advanced technology without demanding the steepest premium or relying solely on brand hype. This isn’t just about saving money; it’s about making a smarter investment in sophisticated automotive excellence.
Join me as we delve into the standout luxury vehicles of 2025 that deserve a closer look, offering compelling reasons to consider them over the usual suspects.
2025 Cadillac CT4
Starting MSRP: $34,995
In a segment dominated by European stalwarts, the 2025 Cadillac CT4 often struggles for the spotlight, overshadowed by its own high-performance V-Series brethren. However, to dismiss the standard CT4, especially in its Premium Luxury guise, would be a disservice. This compact premium sedan, crafted for the discerning American driver, offers a compelling blend of athletic dynamics and approachable luxury that few rivals match at its price point.
While enthusiasts rightly gravitate towards the raw power of the CT4-V and the track-honed prowess of the CT4-V Blackwing, the standard CT4 still packs a significant punch. Opt for the Premium Luxury trim, and you unlock a potent 2.7-liter turbocharged four-cylinder engine. This isn’t your average four-banger; it’s an engineering marvel delivering a robust 310 horsepower and a substantial 350 pound-feet of torque. This powertrain is enough to propel the CT4 from 0 to 60 mph in a swift 4.8 seconds, a performance figure that would make many a German competitor blush, all while maintaining a remarkably smooth and refined power delivery that’s perfect for daily commuting or spirited weekend drives.
For those prioritizing efficiency without sacrificing Cadillac’s signature poise, the base engine, a 237-horsepower turbocharged four-cylinder, offers an impressive balance. It provides ample power for city driving and highway cruising, all while achieving an EPA-rated 26 MPG combined. This makes the CT4 an attractive option for those seeking an efficient luxury sedan without compromising on premium feel. While some earlier reviews pointed to interior material choices falling slightly short of rivals like the BMW 2-Series Gran Coupe or Mercedes-Benz CLA-Class, Cadillac has continuously refined the CT4’s cabin for 2025. Updates include enhanced trim options and improved tactile surfaces, pushing it closer to its premium aspirations. The CUE infotainment system is intuitive and responsive, seamlessly integrating with modern smartphone interfaces, ensuring connectivity is always at your fingertips. For a compact executive sedan that offers genuine performance and a refined ride without the prohibitive price tag, the 2025 Cadillac CT4 stands as a testament to American luxury ingenuity.
2025 Mazda CX-90
Starting MSRP: $38,800
Mazda has been on a relentless march towards premium positioning, and the 2025 CX-90 is perhaps their most compelling argument yet. This isn’t just a three-row SUV; it’s a meticulously crafted testament to what Mazda calls “premium performance,” blending exquisite design with a truly engaging driving experience. For families or individuals seeking mid-size luxury SUV value that often outshines its price tag, the CX-90 is an undeniable contender.
The CX-90’s exterior design commands attention with its elegant proportions and sophisticated lines, showcasing a level of aesthetic refinement typically found in more expensive European marques. Step inside, and the transformation to luxury is even more apparent. The cabin is a masterclass in minimalist design and high-quality materials. Leatherette-trimmed seats come standard, offering a plush and comfortable experience for all occupants. The dashboard features tasteful accents and a well-integrated infotainment system that’s both intuitive and unobtrusive. The attention to detail, from the stitching to the choice of textures, elevates the CX-90 far beyond its mainstream perception, making it a true luxury family SUV.
Under the hood lies one of the CX-90’s most significant draws: a powerful and smooth inline-six engine. In its base configuration, this e-Skyactiv G 3.3L Turbo engine delivers a robust 280 horsepower and 332 pound-feet of torque, offering effortless acceleration and refined power delivery. This engine is a stark departure from the typical four-cylinder units found in many competitors, providing a distinctly premium feel. What truly sets the CX-90 apart, however, is its driving dynamics. Mazda’s engineers have imbued this large SUV with an uncanny agility. Its accurate and fluid steering, combined with buttoned-down responses and sophisticated body control, makes the CX-90 feel surprisingly nimble, almost shrinking around the driver the faster it goes. It’s a rewarding experience for those who appreciate spirited driving even in a family hauler. Standard i-ACTIVSENSE safety suite ensures comprehensive protection, while optional features like a panoramic sunroof and a hands-free power tailgate further enhance its luxury credentials. With seating for up to eight, the CX-90 perfectly marries practicality with understated elegance, making it an ideal choice for premium SUV buyers in 2025.
2025 Toyota Crown
Starting MSRP: $41,440
The return of the Toyota Crown for the 2023 model year marked a bold new chapter for Toyota, pushing the brand firmly into unexpected luxury territory. For 2025, the Crown continues to carve out a niche as an unconventional luxury sedan, a truly underrated option for those who value discreet sophistication and bulletproof reliability above all else. This isn’t your average Toyota; it’s a premium vehicle designed to slip under the radar of luxury buyers, offering a Lexus-like experience with a more accessible badge.
The Crown’s distinctive jacked-up sedan silhouette immediately sets it apart, blending elements of a traditional sedan with the elevated driving position of a crossover. This unique design isn’t just for aesthetics; it enhances ingress and egress and provides a commanding view of the road. Inside, the cabin truly shines. Hands-on reviews consistently highlight its premium materials, refined fit and finish, and intuitive layout that feels remarkably similar to what you’d find in a higher-priced Lexus. Soft-touch surfaces, elegant trim, and comfortable seating create an inviting and upscale environment, making it a compelling option for those seeking a refined hybrid sedan.
Underneath its distinctive exterior, the 2025 Crown comes standard with an advanced hybrid powertrain, delivering a combined 236 horsepower and achieving an impressive 0-60 mph time of around seven seconds. This powertrain focuses on smooth, efficient power delivery, making it an excellent choice for city commuting and long-distance cruising alike, all while returning impressive fuel economy. For those craving more exhilarating performance, the top-tier Platinum trim introduces the Hybrid Max powertrain. This formidable setup boosts power output to a commanding 340 horsepower and 400 pound-feet of torque, dramatically cutting the 0-60 mph sprint to a mere five seconds. Crucially, the Hybrid Max utilizes a standard automatic gearbox instead of a CVT, further enhancing the driving experience. All Crown models come standard with all-wheel drive, providing confidence in various driving conditions. For those who prefer a more traditional SUV form factor, the Crown Signia variant offers a crossover-SUV template based on the same luxurious underpinnings. The 2025 Toyota Crown represents a smart buy for those seeking luxury vehicle depreciation protection and top-tier reliability without the traditional luxury price tag.
2025 Lexus IS
Starting MSRP: $41,830
The Lexus IS has long been a dark horse in the compact executive sedan segment, consistently delivering a plush ride and impeccable build quality but often overshadowed by its German rivals. For 2025, the IS continues its legacy as an understated luxury sports sedan, a vehicle that prioritizes comfort, reliability, and a serene driving experience. While it might not always chase the razor-sharp dynamics of some competitors, it offers a compelling package for a different kind of luxury buyer.
One of the IS’s core strengths lies in its cabin. Designed with meticulous attention to detail and crafted from premium materials, the interior provides a cocoon of comfort and refinement. The seats are supportive and well-cushioned, perfect for long journeys, and the layout is ergonomically sound, ensuring all controls are within easy reach. For 2025, Lexus continues to enhance the IS’s technological suite, with an updated infotainment system that includes a larger 12.3-inch screen and a digital instrument cluster, bringing it firmly into the modern era of luxury car technology. Lexus’s comprehensive Safety System+ suite comes standard, offering a robust array of driver assistance features that underscore the brand’s commitment to safety.
The 2025 model year sees a significant refinement in the powertrain lineup for the US market. While previous iterations offered a range from turbocharged four-cylinders to the potent 5.0-liter V8 in the IS 500 F Sport Performance (which, sadly, transitions out of the IS lineup), the 2025 model year for US customers focuses heavily on the IS 350. This means the return of the beloved 311-horsepower, naturally-aspirated V6 engine, a powertrain that delivers smooth, linear power and a satisfying exhaust note. It’s a nod to traditionalists who appreciate the character of a naturally aspirated engine, propelling the IS 350 to 60 mph in the five-second range. This V6 offers a perfect blend of performance and everyday usability, cementing the IS as a fantastic choice for those seeking a reliable premium sedan. The IS is set up for comfort first and foremost, providing a compliant ride that effortlessly absorbs road imperfections, making it an ideal daily driver. For those prioritizing a peaceful, dependable, and well-appointed luxury experience over ultimate track prowess, the 2025 Lexus IS remains an exceptional, often overlooked, choice among luxury compact cars.
2025 Genesis G70
Starting MSRP: $43,450
Genesis, Hyundai’s luxury arm, has been on a meteoric rise, consistently challenging established luxury brands with compelling designs, high-quality interiors, and aggressive pricing. The 2025 Genesis G70 continues to be a poster child for luxury car value, a genuine competitor to the BMW 3 Series and Mercedes-Benz C-Class, yet often found at a significantly more attractive starting MSRP. This is a vehicle that delivers an agile chassis and punchy engines without compromising on upscale amenities.
From the moment you lay eyes on the G70, its athletic stance and distinctive Genesis design language make it clear this isn’t a mere budget luxury car. The signature crest grille and two-line lighting elements give it an unmistakable presence. Inside, the G70 punches well above its weight class. Premium materials abound, from high-quality leather seating (with available heating and ventilation) to well-integrated trim pieces. The cabin architecture is driver-focused, with intuitively placed controls and a refined aesthetic that truly rivals its German counterparts. The infotainment system is user-friendly, supporting seamless connectivity and offering a host of modern features. For buyers seeking affordable luxury performance, the G70’s interior is a pleasant surprise.
Under the hood, the G70 offers a choice of potent turbocharged engines. The standard 2.5-liter turbocharged four-cylinder delivers a robust 300 horsepower, providing ample power for most driving situations. However, the true gem is the optional 3.5-liter twin-turbo V6, which unleashes a thrilling 375 horsepower. This engine transforms the G70 into a genuine sports sedan, capable of rocketing from 0 to 60 mph in a blistering 4.5 seconds. Its agile chassis, precise steering, and well-tuned suspension provide an engaging driving experience that rewards enthusiastic drivers. While some earlier criticisms noted its fuel economy (the four-cylinder base model averages 24 MPG combined, less than some rivals), the G70’s overall package of performance, luxury, and value is hard to beat. The perceived lack of brand heritage and a smaller dealer network are often cited as reasons for its “underrated” status, but savvy buyers recognize the G70 as a meticulously engineered, high-value luxury sedan. It’s a compelling option for those seeking premium compact sedan deals without compromise.
2025 Lincoln Nautilus
Starting MSRP: $53,995
The 2025 Lincoln Nautilus represents a bold statement from an iconic American luxury brand, positioning itself as a compelling alternative in the competitive mid-size luxury SUV segment. While the Lincoln badge might not carry the same international prestige as some German rivals, the Nautilus offers an unmistakably American interpretation of luxury: spacious, technologically advanced, and exceptionally comfortable. This is a genuinely luxurious American SUV that delivers immense value for money.
The Nautilus immediately distinguishes itself with a commanding presence and a thoroughly modern exterior design that’s both refined and imposing. But it’s inside where the Nautilus truly shines and stakes its claim as an innovative luxury SUV. The cabin is a sanctuary of opulence, defined by high-end materials, meticulous craftsmanship, and an extraordinary technological centerpiece: a sprawling 48-inch panoramic screen that spans the entire dashboard. This revolutionary display, combined with a smaller, more traditional touchscreen in the center console, provides an unparalleled level of digital immersion and information delivery. From sophisticated infotainment to customizable driver displays, this setup is unlike anything else in its class, offering an ultra-modern aesthetic and functionality. Advanced active safety features come standard, reinforcing Lincoln’s commitment to passenger well-being.
Driving the Nautilus is an exercise in serenity. Its primary powertrain is a smooth and refined turbocharged four-cylinder, generating a healthy 250 horsepower and 280 pound-feet of torque, paired with an eight-speed automatic transmission and standard all-wheel drive. This setup provides ample power for daily driving and highway cruising, while the suspension is expertly tuned to deliver a remarkably comfortable and quiet ride, effortlessly gliding over road imperfections. For those seeking even greater efficiency and punch, a hybrid version is available, boosting output to an impressive 310 horsepower. This hybrid setup is lauded for its seamless operation and near-silent cabin, with the engine operating so quietly it often feels detached from the passenger compartment. While its driving dynamics might not be as “sharp” as some European rivals like the BMW X7 (which starts significantly higher), the Nautilus prioritizes supreme comfort and advanced technology. For buyers who desire a truly upscale SUV experience with a distinctive American flair and exceptional technology, the 2025 Lincoln Nautilus is an often-overlooked masterpiece.
2025 Genesis GV80
Starting MSRP: $57,700
The Genesis GV80 took the luxury SUV world by storm upon its introduction, and for 2025, it continues to be a benchmark for what premium SUV performance and design can be, often at a price point that undercuts its more established competitors. Despite its undeniable merits and original design, it still frequently operates in the shadow of European mainstays. This “underrated” status, however, translates directly into exceptional value for savvy luxury SUV buyers.
The GV80’s exterior is a masterclass in modern luxury design, characterized by its distinctive “Athletic Elegance” philosophy, featuring the signature two-line lighting and a commanding crest grille. It projects an air of sophistication and confidence that belies its starting price. Inside, the GV80 truly shines as a paragon of luxury SUV interiors. The cabin is a sanctuary of plush materials, impeccable craftsmanship, and cutting-edge technology. Soft-touch surfaces, rich leather, and genuine wood or metal accents adorn nearly every surface. The centerpiece is a colossal 27-inch ultra-wide screen that gracefully integrates into the dashboard, serving as both the infotainment hub and digital instrument cluster. This seamless display, combined with features like heated seats, wireless phone charging, ambient lighting, and a powered tailgate as standard, creates an experience that feels far more expensive than its sticker price suggests.
Under the hood, the GV80 offers a choice of powerful and refined engines. The standard is a 300-horsepower turbocharged four-cylinder, providing strong acceleration and smooth power delivery. For those craving more exhilarating performance, the optional 3.5-liter twin-turbo V6 unleashes a formidable 375 horsepower. This V6 allows the GV80 to sprint from 0 to 60 mph in under six seconds, putting it on par with some of the quickest luxury SUVs on the market, including its German rivals. The GV80’s chassis is well-tuned, offering a compliant yet composed ride, absorbing road imperfections with ease while maintaining excellent body control. It’s an SUV that can waft serenely on the highway or handle winding roads with surprising agility. For those who demand real opulence, advanced technology, and compelling performance without paying the steep premium for a European badge, the 2025 Genesis GV80 remains an outstanding and often overlooked luxury SUV choice.
2025 Volvo S90
Starting MSRP: $59,495
While the Volvo S90 may no longer be offered new in the US market for 2025, its continued presence in other global markets and its availability as a compelling pre-owned option still solidifies its place as an underrated luxury sedan for those seeking refined Scandinavian elegance and unparalleled safety. For buyers willing to consider late-model used or imported options (where feasible), the S90 represents a unique and highly desirable luxury proposition.
Volvo’s design language, both inside and out, is a masterclass in Scandinavian minimalism and sophisticated functionality. The S90’s exterior is elegant and understated, with clean lines and distinctive “Thor’s Hammer” LED headlights that provide an unmistakable visual signature. Inside, the cabin is a serene haven, characterized by its exquisite materials, ergonomic design, and a vertical tablet-style infotainment screen that seamlessly integrates with the interior architecture. High-quality leather, genuine wood inlays, and thoughtful touches create an inviting and genuinely luxurious atmosphere. Standard features like heated seats, a panoramic sunroof, and a comprehensive suite of safety technologies underscore Volvo’s commitment to both comfort and occupant protection, making it a benchmark for safe luxury cars.
Under the hood, the S90 typically featured a refined lineup of powertrains. The base four-cylinder engine, often hybridized, provided a healthy 295 horsepower and 310 pound-feet of torque, paired with standard all-wheel drive, and delivered an EPA-rated 26 MPG combined. However, the true standout was the T8 Recharge plug-in hybrid variant. This exceptional powertrain combined a turbocharged and supercharged four-cylinder engine with two electric motors, unleashing a mighty 455 horsepower and 523 pound-feet of torque. This translates to a blistering 0-60 mph time of around four seconds and an impressive EPA-rated 66 MPGe combined figure, making it an incredibly efficient and powerful option for those seeking eco-friendly luxury performance. While some reviews pointed to certain criticisms regarding trunk space or dynamic refinement compared to some rivals, the S90’s overall package of safety, comfort, distinctive design, and powerful hybrid options made it a compelling and often underpriced executive sedan. Its focus on holistic well-being and understated luxury remains a potent draw.
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. However, for 2025, particularly the entry-level 530i variant, the 5 Series often gets overshadowed by its more powerful siblings or direct competitors that boast slightly flashier interiors for a similar price. Yet, the base 530i represents a remarkably accessible entry point into premium German luxury without the exorbitant price tag, making it an excellent value proposition that’s often overlooked by those chasing higher trim levels.
The 2025 5 Series maintains BMW’s iconic design language, now evolved with a sleeker, more modern aesthetic that balances sportiness with executive elegance. Inside, the cabin is a testament to BMW’s renowned build quality and ergonomic excellence. The interior is spacious and meticulously crafted, with perceived quality standards that remain a benchmark in the industry. While some might find the appointments in the base 530i less flamboyant than in a Genesis G70, the refinement, material choices, and intuitive iDrive infotainment system are class-leading. Comfort is paramount, with supportive seats and a ride quality that effortlessly smooths out road imperfections, a cornerstone of the 5 Series experience. This makes it an ideal choice for a comfortable luxury sedan that excels in daily driving.
Under the hood, the 530i comes equipped with a capable 2.0-liter turbocharged four-cylinder engine, producing 255 horsepower. While “adequate” rather than “impressive” in sheer power, it’s more than sufficient for most drivers and situations, propelling the 530i from 0 to 60 mph in the mid-five-second range. Crucially, this engine also delivers an impressive EPA-rated 31 MPG combined, making it a surprisingly fuel-efficient luxury car for its size and segment. For those needing more power, the 540i xDrive, with its silky-smooth 375-horsepower inline-six, is available for a reasonable step up. The 530i is a superb all-around option, offering buyers a ticket to the exclusive German luxury sedan club with a powertrain that’s likely more than enough for daily commutes and long journeys. Its blend of traditional BMW dynamics, modern technology, and surprising value positions it as an accessible luxury sedan that deserves closer consideration.
2025 Lexus LC
Starting MSRP: $101,700
The 2025 Lexus LC stands as a true masterpiece of automotive design and engineering, yet it often languishes in the shadows of more aggressive, track-focused, or overtly prestigious European grand tourers. This makes the LC, particularly the LC 500, a profoundly underrated luxury grand tourer, a vehicle that delivers breathtaking aesthetics, a sumptuous interior, and an increasingly rare naturally aspirated V8 experience. It’s the most expensive car in Lexus’s lineup, but for the discerning buyer, it offers an unparalleled blend of art, performance, and refinement.
From every angle, the LC is a head-turner. Its strikingly elegant and sensual lines are unlike anything else on the road, embodying a fusion of futuristic design and classic coupe proportions. It’s a car that looks fast even when standing still, a testament to Lexus’s bold design philosophy. Whether in coupe or convertible form, the LC exudes an aura of exotic beauty. Step inside, and the cabin is equally stunning. It’s a plush, driver-centric sanctuary crafted with exquisite materials and obsessive attention to detail. Eight-way power-adjustable heated and ventilated front seats cradle occupants in comfort, while features like a premium 12-speaker Lexus sound system and a glass roof with sunshade (on the coupe) elevate the experience. Lexus’s comprehensive Safety System+ 2.5 suite ensures peace of mind, making it a safe luxury coupe as well.
Underneath that sculpted hood lies the heart of the LC 500: a magnificent 5.0-liter naturally aspirated V8 engine. In an era dominated by forced induction, this high-revving V8 is a glorious anachronism, producing a sensational roar as it climbs through the rev range. It delivers a potent surge of power, making every acceleration a special journey. While Lexus hasn’t released official power figures for 2025 yet, previous iterations boasted over 470 horsepower, allowing the LC 500 to sprint to 60 mph in the mid-four-second range. Paired with a smooth-shifting 10-speed automatic transmission and rear-wheel drive, the LC is set up first and foremost as a grand tourer. Its dynamics are refined and comfortable, designed for effortless high-speed cruising rather than track-day heroics. While its high price, lack of a manual transmission, and more comfort-oriented dynamics might cause some enthusiasts to overlook it compared to more overtly sporty rivals from Porsche or Jaguar, there’s no doubt of the LC’s immense merits. For those who seek a truly beautiful, emotionally engaging, and exquisitely crafted luxury coupe that prioritizes the pure driving experience and the soul of a naturally aspirated V8, the 2025 Lexus LC is an iconic luxury car and an absolute masterpiece that remains remarkably underrated.
The Road Ahead: Discovering Your Next Luxury Journey
In a market obsessed with brand hierarchy and fleeting trends, the truly discerning buyer understands that luxury is more than just a badge. It’s an intricate tapestry woven from exceptional engineering, innovative technology, unparalleled comfort, and genuine value. The 2025 models we’ve explored today—from the athletic Cadillac CT4 to the majestic Lexus LC, the sophisticated Mazda CX-90 to the tech-laden Lincoln Nautilus, the design-forward Genesis G70 and GV80, and the understated Toyota Crown and BMW 5 Series—each offer a unique interpretation of luxury that challenges the status quo. They are vehicles that, despite their immense strengths, continue to fly under the radar, presenting incredible opportunities for those willing to look beyond the obvious.
These are not just cars; they are statements—statements of smart choices, of appreciating substance over superficiality, and of embracing a driving experience that genuinely elevates your daily life. Don’t let perceived brand prestige limit your options.
The ultimate luxury is choice. I invite you to delve deeper, visit your local dealerships, and experience these magnificent machines firsthand. Discover the unparalleled value and sublime driving experiences that await you with these truly underrated luxury vehicles of 2025. Your next great automotive adventure begins now.
