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February 2, 2021

Is Lexus Dropping the Iconic "L"?

Lexus will be marking a new chapter with a brand-new vision. Set to be unveiled in March, it will serve as their showcase of their future intentions—one that is aiming to make the lives of its customers even more rewarding.

“This year, Lexus will take a new step forward in aiming to make the diversified lifestyles of our customers more rewarding. This spring, we will unveil our new brand vision, along with a new concept, which illustrates our intentions for the future and marking the beginning of the next generation of Lexus. Furthermore, we will launch the first model under our new vision within this year, and we will continue to introduce new models next year and beyond. From here on as well, by being considerate of our customers around the world and engaging in car-making that exceeds their expectations, we will continue to take up the challenge of delivering happiness to all people who come into contact with Lexus. I look forward to sharing more with you soon,” says Lexus International President and Chief Branding Officer Koji Sato.

Along with this announcement, Lexus also offered the first look of a brand-new concept car. The vehicle, obscured in shadow, is shot from either the front or rear, with the brand name printed in all caps across the width of the car, replacing the traditional oval L-badge.

The windshield seems to be semi-divided with a scoop going down the middle between the passenger and driver’s seats. The vehicle has a wide, low stance, hinting at something sporty.

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