TOKYO—Toyota Motor Corp unveiled on Thursday new models of Lexus and Mirai in Japan, equipped with advanced driver assistance, as competition heats up to develop more self-driving and connected cars. Toyota’s latest launch comes as automakers, electric car startups and tech giants invest heavily in so-called active safety features. The Japanese carmaker’s new driving assist technology, or Advanced Drive, features a level 2 autonomous system that helps driving, such as limiting the car in its lane, maintaining the distance from other vehicles and changing lanes under the driver’s supervision on expressways or other motor-vehicle only roads. The luxury sedan Lexus LS will be on sale from Thursday, costing between about 16.3 million yen ($148,627.70) and 17.9 million yen, while the second-generation Mirai hydrogen fuel cell car will be offered on April 12 at between 8.4 million and 8.6 million yen. The new models are Toyota’s first products brought to the …