Looking at Lexus Design
There’s an interesting column by Eddie Alterman at Car & Driver—I recommend reading the whole thing, but here’s some choice quotes:
...try to figure out what an IS F could possibly be doing next to an HS250h hybrid. Or why the LFA, a bona fide super-premium super-GT, looks like somebody’s old Supra that crashed into a JC Whitney parts warehouse…You’ll certainly leave wondering what it is that Lexus believes in.
The real answer to the question of Lexus’s product convictions is that it has none. It’s a fine mimic, but there’s no dynamic cohesion among its cars. However blasphemous this may sound to the car enthusiast, those great performance Lexuses represent the problem. They are elaborate ways of confusing the brand’s message and scattering its resources. What’s really killing Lexus is waywardness.
A business, especially a luxury-car business, should stand for something more than just best practices and profit taking. A great car company needs its own animating idea, expressed through the entire product line—a spirit that holds the enterprise together.
What I find most interesting about Alterman’s column is that he almost gets it—it’s right in front of him, but he takes a wrong turn and ends up at the wrong conclusion.
The answer is here in this audio interview with Lexus Head for Global Design, Simon Humphries:
Mr Humphries’ comments are strictly broad strokes, but there’s a lot that can be taken away—particularly when he says “Lexus is about changing, or redefining, the luxury experience”.
This sentiment is the very essence of the brand, the “animating idea” that Alterman is looking for. It’s the common thread that ties every Lexus model together. Alterman mistakes it for a “fine mimic”—Lexus is not copying, they’re improving.
It’s the pursuit of perfection.
It explains the very first LS 400 as much as it does the IS F or LFA, and it’s the reason behind every vehicle in the lineup. Most importantly, it’s been the brand’s slogan since its introduction in 1989—I’m surprised Alterman didn’t know about it.
[Source: Car & Driver & Lexus Magazine]
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We’ll see who is the boss. Porsche couldn’t find a car that satisfied him, so he built his own. Lexus wanted change the luxury market for the better of… well… other automakers and virtually all automotive consumers. I think it’s my turn.
I’ve been at this for quite awhile, and I think I really got something going on here… something unique and functional… simple yet intriguing. Just a little more time is all I need.
Btw… why is there always a Toyota in a story about Lexus? There was that FT-HS concept in the video, and there’s a picture of Toyota Matrix vehicles in the production line in The Lexus Story... just because the Matrix is also made in the same Canadian plant as the RX? Honestly though, I don’t get Lexus anymore, and also, I’m tired of my chirping LX doors; the chirping is getting worse.
@WorldofLuxury: Goodness! It sounds like you’re actually turning away from Lexus. If you’re tired of your LX get rid of it! It’s obvious that you don’t like it.
What do you mean by that?
@James: I’m trying to find a replacement, but it’s not easy! Or else, I would’ve bought the new LX in a heartbeat, but it just doesn’t satisfy me, and the new GX makes the LX look kinda overpriced.
I’ve always wanted a Range Rover, but they’re utterly hopeless.
The GL is meh, and despite the stitched leather dash, the interior is just blah, and everything is just so bulky inside (bulky as in lumps of crap).
The X5 looks great, but it sucks off-road; also, to get the toys I’ve always wanted/needed in an X5, I have to get the newest version, which forces me to get a turbo-charged engine. I don’t want turbos just yet; I still want my naturally aspirated, large displacement engines before they all die out.
and again, lol @James: I’m tired of my ideas getting taken away because I was too late or didn’t publish my ideas in the right places. I realize that not many people have survived the auto market with only passion and enough money, but I don’t know… I really want something “cool” on my business card. Believe me, I’ve been working on “this” for years, and my two biggest inspirations were: Lexus and KITT 2000
Are you planning on creating your own car or what? I realize you don’t want to let out any secrets but is that basically what you’re doing?
Isn’t it funny how you just can’t find anything? I like the new LS460 and LS hybrid but for some reason I can’t seem to get rid of my LS430. I know it’s outdated and doesn’t have as much technology as the newer LS but I still love it. I’ve had it almost 6 years and for some reason I can’t convince myself to get rid of it. I may go ahead and get an SC430 or a new LS one of these days, but for now, I’m happy with my LS430.
@James: Your first paragraph is pretty much true, and I agree completely with your second paragraph.
@WorldofLuxury: And that pretty much closes our conversation.
@James: Not yet.
“lol”
Okay. Now we’re done.
Oh, I forgot to ask. What do you mean by “chirping doors”?
@James: When I shut them, there’s a chirping… or creaking… or something. I’ve narrowed it to the interior handlebars of the front two doors; they “chirp” whenever I hit them or whenever someone closes one of the four doors.
@James: The LS 430 is a fine vehicle, IMO it will continue to stand the test of time. If you’re happy with it, why not keep it as one of the high-mileage Lexus sedans…:)
As for the C&D magazine article, well it takes the ‘copy argument’ again, and really that is getting old fast, especially as other makes show Lexus the sincerest form of flattery, what with the Jaguar XF, the LS tailpipes showing up everywhere, etc. Automakers are borrowing off each other for quite a while now.
And moreover, Lexus stands for the search for perfection, and it changed the luxury market for the benefit of firstly, itself, Lexus, secondly for its parent company, Toyota, and third for Asian manufacturers, and other non-German makes, by showing that excellent luxury cars could come from different continents.
@Dan: I know, Lexus isn’t the only one who’s copied other people. MB, Jaguar, Audi, and BMW have all stolen designs and technology from Lexus. Quit frankly, I’m tired of people calling Lexus a “copycat”. It is true that they have also stolen ideas, but I don’t think it’s fair that Lexus is the ONLY one who get’s put down for it! Sometimes I wonder if it’s because they’re afraid to put down a German giant like Mercedes.
You read my mind, James. I was just about to say something like that. I totally agree. Car critics always hack at Lexus but rarely the German brands, whether it comes to reliability or copying.
I think the criticism is due to Lexus’ success in the U.S.—there’s no easier target than #1.
I find a lot of reason in what Alterman says. Lexus is luxury first & foremost & sportiness should always be second. In other words the two liquids shouldn’t be allowed to mix. I’m nostalgic for the Lexus designs of the 90’s especially interior comfort & detailing like softer seats,gathered leather,carpeting on the doors etc. Today’s cars have the bhp, handling etc unlike those older models but have lost that special feel & look of what a Lexus has always been since the beginning & of course Lexus is moving downmarket with cars like the HS & CT, something they would never have done in the 90’s. But I’m keeping my fingers crossed & hoping this is just a slump phase for the Lexus brand.
Unfortunately the pursuit of perfection doesn’t hold true anymore