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    Lexus is about more than luxury

    3 months ago

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    CAR reveals Lexus' plans to redefine itself as a premium player► Lexus redefines what it stands for► While Century goes luxe, Lexus focuses on tech► Meet the concepts showing that new vision At the 2025 Japan Mobility Show, Toyota Group debuted a new structure that will see the new Century brand sit right at the top as an ultra-luxurious Bentley and Rolls-Royce rival. So, what does that mean for Toyota’s current luxury brand, Lexus? The answer? A new, more aggressive direction that focuses on innovation just as much as premium.   Lexus is calling it Discover, and it’s been launched with a raft of new concepts: ‘With Century in the exclusive, ultra-luxury space,’ said Simon Humphries, Chief Branding Officer, at Toyota Motor Corporation, ‘Lexus now has the freedom to strengthen its promise to the mainstream luxury space.’  And that promise is to discover: to think independently, confidently; to be adventurous and innovative and question the very definition of luxury at the heart of the marketplace.’   Lexus customers want to define things on their own terms and to have space and freedom to curate their time with maximum efficiency. Moreover, they are prepared to challenge the status quo in pursuit of that idea.  Skip the marketing chat, though, and we get some solid answers with the wacky new LS concept, which is a flagship of sorts, but not the one we’d usually expect from Lexus. Already teased, it swaps Luxury Sedan for Luxury Space, and takes the form of a high-end, six-wheeled people mover. In the metal, it’s a bit MPV, a bit Bladerunner – and a bit Tyrell P34…   The side profile is obviously the most striking, with the triple-axle layout used to maximise interior space and reduce wheelhouse intrusion. Turn to the front however, and things look a little more normal, with a riff on the spindle grille that looks like something that can exist outside of a comic book.   There’s baked in practicality too, with huge doors for better entry and exits for rear passengers.   As you’d expect from a luxury MPV, the inside has also been as a ‘home away from home.’ Taking inspiration from Japanese interior design, it features a mixture of bamboo, ambient lighting and extremely customisable seating positions.   Lexus has let its designers off the leash, and they’ve also created the LS Micro Concept, which is essentially the espresso version of the full-sized LS. Made for one, it’s fully-autonomous and even weirder to look at – but it features the same attention to comfort and detail inside. Lexus designers say they avoided traditional styling cues throughout the creation process, and I personally believe them.   Alongside a tweaked version of the already seen Sports Concept (which gets new aero, an interior and a detachable drone – see below) Lexus also revealed a new sportier LS Coupe for those who want more performance and fewer wheels. It’s called a groundbreaking Coupe, but that’s probably because it’s actually an SUV, if we’re honest.  High, with a fastback look and aggressive front end, it looks like Lexus’ take on the Cupra Terramar, and promises to combine sedan luxury with sports car handling and SUV practicality. At the front it uses Lexus’ now familiar surfacing but opts for another take on the spindle grille.  On the inside it’s a techfest, with a yoke steering wheel and dual, stacked cockpit dials that slide out when the driver gets in. The rear passengers also get a tonne of information, including a live feed from the LS Coupe’s deployable drone. Yes, this car has one too.   Other features include one-pedal driving, and a pull-out drawer boot for easier access.   We’ll update this story when we know more, but it’s already clear that this – along with an autonomous catamaran! – new fleet of vehicles represents an entirely new Lexus.   ‘Lexus is a brand about vehicles, but it’s also about lifestyle, Lance Scott, Toyota’s head of ED2 (European Design Development) told CAR ahead of the show. And now we’re looking at 360 degrees of mobility, so it’s expanding.’  ‘The discovery keyword is going to be very distinctive in the future,’ Scott added. ‘How we’re going to offer a variety of cars and offer something new experience-wise to the customer – not just about a new product, but new experience.’   Will it work? We’re about to find out… Curtis Moldrich is CAR magazine’s Digital Editor and has worked for the brand for the past five years. He’s responsible for online strategy, including CAR’s website, social media channels such as X (formerly Twitter) and Facebook, and helps on wider platform strategy as CAR magazine branches out on to Apple News+ and more. By Curtis Moldrich CAR's Digital Editor, F1 and sim-racing enthusiast. Partial to clever tech and sports bikes
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