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

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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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 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 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 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.  

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