When the Lexus brand was launched in 1989, the world of high-end cars was dominated by large sedans. Over time, that status symbol image has been overshadowed by the dominance of SUVs, and the rules of the luxury market have changed radically, along with the needs of a clientele that aspires to new types of vehicles that are more in line with their lifestyle.
It was therefore time to reorganize the positioning of the Toyota group’s brands, which recently entrusted the Century brand with the ultra-luxury car segment, effectively ushering in a new era for Lexus and giving designers the freedom to explore new design dimensions. This philosophy is called “Discover,” explained Simon Humphries, Chief Branding Officer of Toyota Motor Corporation, at the Tokyo Mobility Show: “Lexus now has the freedom to strengthen its position in mainstream luxury, to think independently, to be adventurous and innovative, challenging the very definition of luxury in the automotive world.”
The most extreme and daring of Lexus’ explorations in revolutionizing the concept of luxury is the LS Concept, a six-wheeled limousine that breaks with the tradition of the classic sedan as a flagship model. Designed as a private retreat on wheels, the new LS transforms the “S” into “Space,” offering freedom and privacy in an exclusive environment, where the interior takes center stage with modern and sustainable materials. “It’s not just a car, but a portal to a new lifestyle,” explains Humphries. The six-wheel design allows for ample interior space and easy access, embodying Lexus’ new vision of personalized and flexible luxury.
This philosophy has given rise to a range of concepts derived from the LS, each dedicated to a different way of experiencing luxury. The LS Coupe Concept combines comfort and dynamism for those seeking elegance and driving pleasure in a crossover; the LS Micro Concept (designed in California, like most LS projects, by the Calty design team led by Design President Ian Cartabiano) anticipates individual mobility in increasingly congested cities, offering absolute privacy; while the LS Sport Concept, already unveiled at Pebble Beach, represents total immersion in an authentic and sensory sporting experience. Together, these models outline Lexus’ vision for the future: luxury to be discovered, tailor-made, free from convention and open to evolution.
