Lexus Announces a New Vision and a New Concept for Spring 2021

Colin
By Colin Wood
Jan 29, 2021 | Lexus, Toyota

The most recent press release on Lexus’s media site might be focused on its global sales for 2020, but it’s the final paragraph in that release that has some interesting phrasing, courtesy Lexus International President and Chief Branding Officer Koji Sato:

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."

TL;DR: Sato announced that Lexus will be rebranding Lexus. As well, the carmaker will debut a concept car that highlights that rebranding, and will even release a brand-new model based on that concept later this year.

We don’t have very much information about either the new brand vision or the concept yet besides the teaser image—which, with a bit of tweaking, does give us this view of the concept:

Our guess is that this is the rear of something vaguely car-shaped based on what looks to be an antenna on the roofline, but we’re not totally sure with that grille-like object at the bottom of the image.

At any rate, let us know what you think is next for Toyota's luxury brand.

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Comments
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ChrisTropea
ChrisTropea Associate Editor
2/1/21 2:47 p.m.

My guess is more electric and hybrid cars will be coming soon from Lexus like other brands are starting to do. 

spacecadet (Forum Supporter)
spacecadet (Forum Supporter) GRM+ Memberand UltraDork
2/1/21 2:57 p.m.

with the death of the Lexus GS and Mazda working with Lexus to build a RWD Hybrid 6 cyl car..... I wonder if this new model is that platform or if that partnership will be an updated Lexus IS platform in a few years..

Colin Wood
Colin Wood Associate Editor
2/1/21 3:22 p.m.

In reply to spacecadet (Forum Supporter) :

That's what I was thinking. The refreshed IS is definitely a holdover for the next-gen, and I hope that a Mazda straight-six makes it under the hood.

I'm also crossing my fingers that we could see that engine in a Supra someday.

David S. Wallens
David S. Wallens Editorial Director
2/1/21 3:32 p.m.

Did someone say four-door Supra? 

Colin Wood
Colin Wood Associate Editor
2/1/21 4:02 p.m.

In reply to David S. Wallens :

I'm 100% on board with that, hybrid or not.

Error404
Error404 Reader
2/1/21 5:18 p.m.

It's a budget, no frills, $30k V10 with excellent visibility and a surprising amount of versatility for something so impractical!

 

That or something bloated with 4 doors and half a ton of batteries and a computer controlled headrest or somesuch. 

Vigo (Forum Supporter)
Vigo (Forum Supporter) MegaDork
2/1/21 10:57 p.m.

Sadly, as a halo the LC500 basically doesn't bring many new eyes to the brand in spite of being great and everyone loving it. 

I kind of think if Lexus actually wants to hype up its image, they need a Taycan equivalent. Basically to take the best well-known characteristics of a Lexus and put them on a high-performing EV sedan (high performing for Lexus, not for a brand that makes a 10-second 1/4 mile sports car that smokes Ferraris with twice the practicality and half the cost. It doesn't have to be Taycan fast). And make sure the LC500s interior makes it in, even though just how good that interior is, somehow ISNT one of the best well known characteristics of Lexus. 

Datsun310Guy
Datsun310Guy MegaDork
2/2/21 6:07 a.m.

What youse drive now?  It's a Toyota.  
 

 

Colin Wood
Colin Wood Associate Editor
2/2/21 8:00 a.m.

In reply to Datsun310Guy :

Before this job at GRM, I use to work at a used car dealership (one of the big national chains that will be left unnamed) and it only took a couple of days working there before I realized that:

  1. I'm no good at selling cars.
  2. I really wish I could have talked to customers this way. A lot of people who came in the door had no business buying a car.
Datsun310Guy
Datsun310Guy MegaDork
2/2/21 8:05 a.m.

In reply to Colin Wood :

I've been in sales for over 30 years and many days I've thought this scenario in my head.  

irish44j (Forum Supporter)
irish44j (Forum Supporter) MegaDork
2/2/21 8:09 a.m.

Hopefully they get rid of the Predator grille. Other than that, most current cars in the lineup look pretty decent. 

Rons
Rons GRM+ Memberand HalfDork
2/2/21 11:04 a.m.

In reply to Colin Wood :

I’ll theorize on the grill like thing - led lights to jazz up the look, or scuff plate made of shiny metal embedded in plastic (yields a more upscale look.

David S. Wallens
David S. Wallens Editorial Director
2/2/21 11:23 a.m.

Another crazy thought: How about a five-door, Supra-like car? I'm picturing something like a Panamera but maybe smaller. 

1988RedT2
1988RedT2 MegaDork
2/2/21 12:10 p.m.
Colin Wood said:
 

“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."

 

Dang!  Where's the finger down the throat smiley when you really need it?  That one entire nauseatingly cliche-ridden paragraph used way too many words to say absolutely nothing. 

You want to "deliver happiness?" 

Continue to make interesting cars that don't fall apart.

Carbon (Forum Supporter)
Carbon (Forum Supporter) UltraDork
2/2/21 9:04 p.m.

In reply to David S. Wallens :

Like an is300 sportcross ;)

spacecadet (Forum Supporter)
spacecadet (Forum Supporter) GRM+ Memberand UltraDork
2/2/21 9:38 p.m.
1988RedT2 said:

Make interesting cars that don't fall apart.

we are talking about LEXUS right? a company with a pretty legendary reputation for reliable cars. And while they may not be THE fastest cars in their respective classes.. the IS-F and GS-F are both fast, make great noises and are very reliable.. and that's without talking about the LFA which is a truly special and unique car.

Lexus may have killed off the IS-F a few years back, but since 2017 the IS350 F sport have all come standard with a LSD. Lexus doesn't do manual transmissions and frankly.. I think that's just fine for who they are. But Lexus is trying to give a damn, and they're succeeding. They're not going to be BMW M division or Mercedes AMG when it comes to performance.. but then again.. BMW and Mercedes are never going to be Lexus reliable..

 

Flynlow (FS)
Flynlow (FS) HalfDork
2/3/21 10:37 a.m.

In reply to spacecadet (Forum Supporter) :

And BMW isn't even BMW anymore.  They're stumbling, and i think lexus is getting better and better.  

Vajingo
Vajingo Reader
2/3/21 12:05 p.m.

They better find a new vision after that dismal performance at the Daytona. Flames out the exhaust.... like a top fuely. 

David S. Wallens
David S. Wallens Editorial Director
2/3/21 12:25 p.m.
Carbon (Forum Supporter) said:

In reply to David S. Wallens :

Like an is300 sportcross ;)

Yeah, but less wagon-y. laugh

DirtyBird222
DirtyBird222 PowerDork
2/3/21 1:34 p.m.
ChrisTropea said:

My guess is more electric and hybrid cars will be coming soon from Lexus like other brands are starting to do. 

Came here to say this. That teaser image screams electric/hybird. 

j_tso
j_tso GRM+ Memberand Reader
2/3/21 1:50 p.m.
spacecadet (Forum Supporter) said:
1988RedT2 said:

Make interesting cars that don't fall apart.

we are talking about LEXUS right? a company with a pretty legendary reputation for reliable cars. And while they may not be THE fastest cars in their respective classes.. the IS-F and GS-F are both fast, make great noises and are very reliable.. and that's without talking about the LFA which is a truly special and unique car.

Also the RC and LC, both can be had as non-turbo, non-hybrid V8s.

spacecadet (Forum Supporter)
spacecadet (Forum Supporter) GRM+ Memberand UltraDork
2/3/21 1:54 p.m.

In reply to j_tso :

true.. but the RC-F is a bit of a pig.. and the Track version is hilariously expensive..

the LC500 is ridiculous and awesome though.... but also... priced into the stratosphere..

 

1988RedT2
1988RedT2 MegaDork
2/3/21 1:57 p.m.

In reply to spacecadet (Forum Supporter) :

Sorry, I have no quarrel with Lexus' product.  Their cars are certainly reliable and well-engineered.  My objection was to the absolutely gag-a-rific marketing mumbo-jumbo quoted in Colin's post.  I have modified my original post.

 

spacecadet (Forum Supporter)
spacecadet (Forum Supporter) GRM+ Memberand UltraDork
2/3/21 2:01 p.m.

In reply to 1988RedT2 :

new context makes a LOT more sense..

There are some folks on here who are "old man yells at clouds" with some topics.. so the original context i was like WTF??

but no worries, now it all makes sense.. and yeah the press release was... a press release..so yeah.. barf.. 



 

Tyler H (Forum Supporter)
Tyler H (Forum Supporter) GRM+ Memberand UberDork
2/3/21 2:39 p.m.
1988RedT2 said:

Dang!  Where's the finger down the throat smiley when you really need it?  That one entire nauseatingly cliche-ridden paragraph used way too many words to say absolutely nothing. 

You want to "deliver happiness?" 

Continue to make interesting cars that don't fall apart.

OMG...they make cars that don't even have names, just letters and numbers, and now they want to sell you a bucketful of Good Vibes, just like Subaru.  BARF.

"We here at Lexus make reliable lifestyle trophies for up-and-coming yuppies.  We're probably going to do an electric one like a Model 3, except with more Toyota-ness.  You should buy it!  It will look great parked next to your brother in law's Camry at the next family gathering."

spacecadet (Forum Supporter)
spacecadet (Forum Supporter) GRM+ Memberand UltraDork
2/3/21 3:17 p.m.
Tyler H (Forum Supporter) said:

"We here at [INSERT LUXURY AUTOMAKER] make lifestyle trophies.  We're probably going to do an electric one like a Model 3, except with more [INSERT BRAND IDENTITY]-ness.  You should buy it!  It will look great parked next to your brother in law's Camry at the next family gathering."

Your comment described basically every luxury automaker right now, so I fixed it..

Dalox
Dalox New Reader
2/28/21 4:12 p.m.

Lexus is Japan's largest luxury car manufacturer. Initially, this brand was created specifically for the American market in order to represent exclusively luxury models of the Toyota concern under its name. And now Lexus is a subsidiary of Toyota Motors Corporation. I am a big fan of this brand. But before buying such a used car, check out Vininspect free nmvtis. Because these cars were very popular with the hijackers.

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