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Lexus Name Badge Removed on 2011 USA Models

The sharp eyes over at Club Lexus have spotted a badge change on 2011 Lexus models sold in the USA:

2011 Lexus IS F in USA

After spending twenty years on the trunk lid of every Lexus made, the LEXUS name badge has been removed, leaving the Oval-L as the sole brand identifier — here are some other 2011 examples:

2011 Lexus GS 350

2011 Lexus LX 570

Considering that Lexus has been the top-selling luxury car brand in the USA for a full decade, it’s safe to say the Oval-L logo has reached the level of recognition necessary to omit the brand name. It’s a subtle change, to be sure, but it also stands as an notable step in the evolution of the brand in the United States.

So far, this looks to be a change only in the USA (and possibly Canada) — as proof, here’s a 2011 IS F photo from the UK with the LEXUS name badge still visible:

2011 Lexus IS F in UK

Which do you prefer — badge on or off?

[Source: Club Lexus]

Comments
LEXUSBOY wrote:Really disappointed that the ‘LEXUS’ badge has been removed, I especially liked the font used, very unique. The only upside is the rear will be easier to clean >:-(
Hey! Nice to see you around! :-)
LEXISCONOSUR wrote:What is with peoples need to fill negative space?? LESS IS MORE! The instant i removed my LEXUS badge and my IS300 badge my ass end looked amazing! I want my model to be a mystery. OMO;-)
I love the debadged look -- and wouldn't be opposed to Lexus dropping the numerals entirely. All that's really necessary is a model identifier, really.
Lexus Ben wrote:But now my car will look dated. Cause both me and my gf’s bought 2010 MY Lexus.. damn it..:-D
I was thinking that myself -- models that are virtually identical will be easy to identify. Which models did you buy? 8-)
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    Bryan New Zealand
  • September 12, 2010
I hope it is only for the US and they keep the badges on in our little country. Don't like them without. Bryan
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    KayGee
  • September 15, 2010
I have been "debadging" my Lexus cars since 1999.
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    Dez
  • November 5, 2010
I love the lexus badge on the vehicles. Now, it just looks like something is missing. They took off the Lexus name to save $15 per vehicle. That's pretty sad!!
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    Chloe5
  • October 30, 2011
I just purchase a 2009 RX 350. Did they still have prongs on emblems for that year?? I would love to have them taken off if it would not leave holes in my trunk.If someone reads this perhaps today could you email me. They don't start detailingmy car until tomorrow so I could call in the morning perhaps to have it done.      my email is  Chloe5@comcast.net @comcast:disqus                      Thanks Chloe
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    Chloe5
  • October 30, 2011
I just purchase a 2009 RX 350. Did they still have prongs on emblems for that year?? I would love to have them taken off if it would not leave holes in my trunk.If someone reads this perhaps today could you email me. They don't start detailingmy car until tomorrow so I could call in the morning perhaps to have it done.      my email is  Chloe5@comcast.net @comcast:disqus                      Thanks Chloe

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