Lexus Global Vision

Akio Toyota at Toyota Global Vision Press Conference

Early this morning, Toyota President Akio Toyoda unveiled the company’s new “Global Vision”, a strategic plan that sets the ground rules for the next five years.

As expected, most of announcement centered around Toyota, but there was some Lexus-specific information, which I’ll quote in full:

Lexus Strategy

  • Position Lexus as a truly global premium brand.
  • Assert characteristic Lexus strengths in product quality and in adding value, and in conscientious service to evoke the Lexus appeal, emphasizing emotive ride, original design and advanced technology.
  • Offer Lexus models in a growing range of emerging markets, and expand the Lexus sales networks in markets where the brand is already a presence.

Here’s how I read it:

  • Clearly, there’s going to be a major focus on building the Lexus brand in markets other than the USA — something that was foreshadowed already with the introduction of the CT 200h luxury compact, which sits in a market segment ignored by most of the U.S. population. This could point towards an even-smaller sub-compact, though I doubt it.
  • The second point is more difficult to pin down, though “emotive ride” does seem to emphasize Lexus’ move towards a more sports-oriented brand image. Really though, this is just a restatement of Lexus’ core values.
  • Again, we’ve seen this point in action already with the recent lower-power, lower-cost variants of the ES & RX now available in China. This trend is sure to spread throughout the Lexus lineup.

As with any global vision, Toyota’s future outline is light on specifics, but does promise some major changes for the entire company and all its parts — for a broader look at today’s announcement, I recommend reading the Toyota press release followed by Chester Dawson’s coverage for the Wall Street Journal.

[Source: Toyota]


  1. GAH! I want the future to arrive already! We have the LFA now. Next GS please! :P
    • Yes, but I can't wait for the next LS due in 2012. Maybe it'll be a controversial design like the new XJ (sarcasm)..
    • I wouldn't mind ambition! Just no quirkiness! Let's see what the next-generation GS has to offer!
    • Yes,I remember how blown away I was when Lexus introducsd the L-Finesse design language with the concept version of the current GS. There were lots of unique details in the ext & int that were not seen before. No wonder Ian Callum took inspiration from it for the Jag XF.
  2. The part about "emotive ride" is what really intrigues me. With performance cars there is always a strong emphasis placed on numbers and figures, mostly for bragging rights. But how the engine sounds, how it communicates with the road and how does the car makes you feel when your driving it. These are all of the performance attributes that you cannot put down on paper, that gives a car it's soul. On a side note, if you have not read the book "The Relentless Pursuit" by Chester Dawson, I highly recommend.
  3. All i want is for lexus to be what it once was... perfection... not any more. Every year it gets more like a Chevy or the German cars. :(
  4. I would like to see the next LS go back to basics & bring back the sheer luxury that was so raved about in the LS400 & LS430. Keep a separate variant like the current LS460 Sport for those who care bout handling,steering feel & such things. That's what made the Lexus brand always stand out. When the Germans were trying to find common ground between luxury & sport, Lexus stuck to the one thing & found huge success. I just hope they don't let the "sport" ruin the "luxury"...