The Toyota group has spared no effort to impress at the Tokyo Mobility Show, presenting an enviable array of proposals, if not disruptive, at least unexpected – and of course, its luxury division could not be an exception. In fact, at the world’s largest car manufacturer, and as one would not be surprised, everything is interconnected, and as what was until now the top-of-the-line Toyota now gives name to a new autonomous brand, Century, Lexus is adopting a new positioning. In this regard, Simon Humphries, Chief Branding Officer of Toyota, and the highest authority responsible for the design of Toyota and Lexus, stated that “the entry of Century into the ultraluxury market ensures freedom for Lexus to reinforce its commitment to the premium market, with the commitment to discover and think differently and independently”.
Since its founding in 1989, originally to compete only in the North American market, and as a luxury brand, Lexus has sought to associate cars with lifestyles and experiences, but the manufacturer recognizes that the rules of the luxury market have changed drastically and many people are looking for cars that provide something different. Therefore, at the event taking place in the Japanese capital, it expressed its determination to propose “new products and services, and different experiences or lifestyles”.
And it did so, right from the start, with the world premiere of the LS Concept, a prototype with six wheels, which, from the car positioned at the top of the Lexus range, inherits nothing but the name, as everything else is (radically) different. Firstly, it ceases to be a sedan (with the “S” no longer referring to the sedan body shape, but instead meaning space, due to the ample space available in the cabin, and it features six wheels and a driver, making it a kind of “exclusive personal sanctuary”, where passengers enjoy access to many entertainment technologies.
Confirming its willingness to explore new paths, alongside the Sport Concept, a sporty vehicle that heralds the evolution of its automotive style, Lexus also presented the LS Coupé Concept, a prototype with a much more dynamic appearance, proving that the brand is working on a new generation of cars and not just a single model. Announced as a crossover, for combining features of an SUV and a coupé, it is distinguished by its sporty design; large wheels; high ground clearance, allowing it to venture off the asphalt; and the movement of the opening of the side doors, with the rear ones moving in the opposite direction to the front ones, to facilitate access and exit from a super-modern cabin.
And the interior is marked both by precise shapes and by technology – there are monitors even on the backs of the front seats, and for the driver, a rectangular-shaped steering wheel with two overlapping motors. In a minimalist environment (there are practically no physical buttons), with a reference to exquisite materials such as bamboo, and the feeling of brightness provided by the panoramic glass roof. The trunk also adopts a curious concept, opening like a drawer to facilitate loading and unloading operations.
