With Century now serving as the Toyota Group’s new pinnacle brand, Lexus is set to undergo a period of discovery with a renewed spirit of pioneering innovation. Now serving as Toyota’s premium brand, Lexus is set to come up with vehicles which are going to be more original and expressive.
Moreover, Lexus is now unbound and free to create a whole new luxury lifestyle with products, services, and even customer experiences.
Leading the charge is the all-new Lexus LS Concept.
Standing for “Luxury Space,” the LS Concept realizes that the rules of the luxury market have changed dramatically since the first Lexus LS came out in 1989. With large sedans now fighting a losing battle against SUVs, would-be buyers are looking to something completely fresh and different.
The Lexus LS Concept then becomes a symbol of the brand’s new spirit of challenge. The six-wheel configuration revolutionizes packaging in a way where it truly becomes a “home away from home.”
As a brand, Lexus has fused premium products with premium lifestyle experience. With that, the brand has come up with new, yet fundamentally Lexus ways. Variety is shown with vehicles such as the Lexus Sports Concept, the Lexus LS Coupe Concept, Lexus LS Micro Concept—a self-driving personal mobility device, and the Lexus Catamaran Concept—an autonomous private yacht powered by solar-panel hard sails.
No longer limited by the need to push constantly upmarket (that role now goes to the Century), Lexus is now free to discover new customers, perhaps pushing the premium brand to a wider role, helping them capture a wider audience who seek something that’s confidently different.
Will this 6-wheel version go into production?
ReplyDeleteThey're freely using both luxury and premium to describe this new future for Lexus but (from what I understand) these are different segments. Are we supposed to expect the same kind of prices or lower (less luxury, more premium) prices since they're talking about capturing a wider audience?
ReplyDeleteThe launch of Century means Lexus can freely discover a new market space. From what I gather, it'll mean they can be able to offer a wider price range--lower than what they're offering right now to broaden its appeal and customer base.
DeleteI do not think Lexus will become cheaper. They need a Merc/BMW/Audi competitor and Century, which is hand-made and most likely bespoke, is above those brands. Maybe Century is Toyota’s Bentley/Rolls-Royce.
ReplyDeleteIntroducing the Century to be their flagship brand doesn't mean Lexus will be cheaper. It's a luxury automaker. Perhaps they can introduce more models and variants down the road.
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