How does the New Lexus IS Taste?

Lexus IS Akio Toyoda

How does Toyota president Akio Toyoda evaluate new cars? As Hans Greimel of Automotive News explains, it all has to do with taste:

In particular, he loves to talk about “seasoning” his vehicles — something the long-too-bland Toyota brand desperately needs.

The race-driver CEO, who as recently as a three years ago said he test drives hundreds of cars a year, peppers conversations with culinary parlance about the “foretaste,” “middle-taste,” and “aftertaste” of a specific vehicle.

To him, the best styling trait of the [Lexus IS] — which hit showrooms June 28 — is its “stance.” The IS’s solid planting elicits mouthwatering “foretaste,” Toyoda said at a Tokyo launch event.

What does that mean? The IS has looks that beckon salivating wannabe-drivers to climb aboard, punch the starter button and stomp on the gas. “It makes you want to drive it,” Toyoda says.

Judging from the products since Toyoda took over (GS, IS, updated LS, the upcoming RC coupe), he has a firm grasp on the type of vehicle he wants to produce — this type of singular boldness has long been missing from Lexus, and would suggest the best flavors are yet to come.

Read more about Akio Toyoda’s automotive tastebuds


  1. why can we have fog lights on the usa f-sport version
  2. I heard it tastes like Chicken.... BD
  3. I have seen 2 here and I live in LA. My uncle in Redwood City CA has seen zero new ISs. Is anybody actually buying them?
    • Go to clublexus forums and you'll see one or two new buyers introducing themselves very day.
    • I did, only 4 months ago ! Not that much people will buy a car without seeing them first. So don't expect that much IS's already on the road, it's just begun. I've bought mine at the end of March, yesterday evening I've got a call from my local dealer that my IS is arrived. In March, I was the seventh person who bought one and was the first to chose a F-Sport.
    • Nope no one buying them because the world only exist tru you and your uncle eyes .. they haven't even been on sales for a full month yet