Initiatives for the transformation of the Lexus brand were announced on March 30, through Lexus Concept Reveal Show held in Toyota City, Japan. The luxury brand also unveiled its brand new electric concept during the world premiere event.
The ‘LF-Z Electrified’ is a conceptual BEV that incorporates driving performance, styling, and technologies envisioned for realisation by 2025 and features ideal dynamic balance achieved through the optimal placement of the battery and electric motors, as well as, among others, a new four-wheel driving force control technology ‘DIRECT4’ that generates a superior and highly flexible driving performance, setting the car apart from conventional vehicles.
With an unyielding sprit of innovation, Lexus continued to evolve as a luxury lifestyle brand that has reached beyond automobiles by delivering amazing product and brand experiences with new technologies and value since 1989.
Group Manager of Lexus Future Strategy Masaya Akita at a virtual exclusive interview with members of the media in the Southeast region namely Indonesia, India, Malaysia, Singapore, Thailand, Vietnam and Brunei on March 29, said with the automotive industry entering a period of once-in-a-century transformation, and as customers’ lifestyles and values are changing and diversifying at a speed previously beyond imagination, Toyota considered what role Lexus can play in meeting the environmental, mobility and customer lifestyle demands within the evolving luxury landscape.
Lexus continues to innovate for the benefit of society at large and that of their customers as well as continue to respond swiftly and meticulously to the changing times and needs of their customers, and will strive to transform itself into a brand that exceeds customer expectations.
Lexus customers, since the world’s first luxury electrified model, the RX 400h was launched in 2015, have purchased nearly two million electrified vehicles, as of the end of 2020 and currently offers nine models of hybrid electric vehicles (HEVs) and battery electric vehicles (BEVs) in approximately 90 countries and regions globally.
Lexus has always pursued both performance and environmental friendliness and through its ‘Lexus Electrified’ vision, Lexus aims to realise a fundamental leap in vehicle performance by employing electrification technology, and to continue to provide its customers with the enjoyment and pleasure that cars have to offer.
Lexus plans to introduce 20 new or improved models by 2025, which includes more than 10 electrified models such as BEVs, plug-in hybrid electric vehicles (PHEVs), HEVs, in line with the needs of each country and region worldwide and based on the concept of offering the right products in the right place at the right time.
This includes new models from this year onwards, current improved models, and powertrain variations, but we will refrain from providing details, said Akita.
In addition to strengthening and expanding its core sedan models and SUV line-up, the luxury brand will also pursue the possibility of rolling out models such as sports models that continue to provide the fun of driving, a car that redefines the concept of having a chauffeur, and new genres that have never before existed and this will be done by taking the challenge of providing new value that exceeds the expectations of its diverse customers.
By 2025, Lexus aims to offer electric variants of all its models, with the sales ratio of electric vehicles exceeding that of gasoline-engine vehicles and by 2050, it aims to achieve carbon neutrality throughout the lifecycle of its entire model lineup.
This lineup will cover from the manufacturing of materials, parts and vehicles, to vehicle logistics, to the final disposal and recycling of older vehicles and this perspective, and with a clear mission to achieve carbon neutrality, the luxury brand will reduce the environmental impact of materials’ manufacturing processes.
Lexus is scheduled to open a new business and technical centre in March 2024, to accelerate the planning and development of diverse and attractive products that are close to its customers.
Members involved in Lexus-brand development, design, production technology, and planning are to unite in creating the next-generation of cars and where the environment will be one for open collaboration that encourages co-creation with external partners.
President and Chief Branding Officer of Lexus International Koji Sato said, “While fulfilling our social mission of realising a carbon-neutral society, we will continue to provide the fun and joy that cars bring, and we will contribute to the happiness and smiles of our customers and everyone involved with Lexus.
“Starting with two new models to be released this year, we will continue to develop innovative products that will add colour to the diversifying lifestyles of our customers.”