Lexus Announces Brand Transformation Concept Coming March 30th

Posted by Kevin on March 23rd, 2021

Lexus will announce details on a major brand transformation during a press conference on Tuesday March 30th.

Accompanying the announcement will be a new concept vehicle that illustrates the future direction of the Lexus brand. Looking at the teasers provided, it is obvious that this is the same concept that was shown during the Direct4 all-wheel-drive announcement, and again in February when mentioning a new “brand identity concept.”

While we can only see the side profile of this concept for now, it does look like Lexus’ first foray into the crossover coupe segment, and that would make sense based on speculation around the LF-Z and RZ 450e trademarks. A trademark for the Lexus LF-Z was registered in Europe last month, likely revealing the concept’s name. This fits nicely with another recent trademark from Lexus, as they registered the RZ 450e nameplate in both North America and Europe late last year.

We will provide full coverage on March 30th beginning at 7:00pm. Here’s the full press release:

Lexus will announce details of its brand transformation efforts online on Tuesday, March 30, 2021 at 7:00pm, along with the Concept Car which symbolizes the next generation of Lexus. Ahead of the digital world premiere, Lexus has released an additional preview image of the Concept Car.

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Comments
Will1991
This concept seems to be epic, a truly well designed and gorgeous car! And the first (supposed to be) BEV on a dedicated platform!

5236443.jpg


Here goes a "worked" picture:

image.png
R
Oh my god it's happening.
I
Just when Lexus got the grill on the 2021 IS correct. Maybe it's not a look transformation though. :)

80% of a Porsche's handling dynamics for 3/5th the price (of a decently equipped Porsche) and without the maintenance nightmare are good enough strategies.

Please include rear axle torque vectoring in more Lexus models.
Benito
Very exciting can't wait to see what they have in store for us.
Gecko
Will1991 said
Here goes a "worked" picture:

image.png
Click to expand...

Shortest front overhang since the 90s! 🤣
mikeavelli
Gecko said
Shortest front overhang since the 90s! 🤣
Click to expand...

I assume that will be touched on. They definitely heard the feedback on the front overhang and applied changes.
I
From the side, I can't even tell it's a CUV/SUV. Maybe Lexus will make sportier CUVs.
Gecko said
Shortest front overhang since the 90s! 🤣
Click to expand...
And those silly dash to front axle ratio (RWD-like proportions on a FWD vehicle) they talk about when they introduced the TLX is nuts.

I don't understand the obsession with that when that will make the front of the car look too elongated.
Gecko
internalaudit said
From the side, I can't even tell it's a CUV/SUV. Maybe Lexus will make sportier CUVs.

And those silly dash to front axle ratio (RWD-like proportions on a FWD vehicle) they talk about when they introduced the TLX is nuts.

I don't understand the obsession with that when that will make the front of the car look too elongated.
Click to expand...

It is pretty simple, IMO. Long hood, shorter rear trunklid and short overhangs are a classic combination that generally always looks good. TLX does this very well for a FWD car, compared to the ES which has more classic FWD proportions with a longer front overhang, shorter hood and longer rear trunklid. TLX looks more like a performance car for this reason, though I doubt even 95% of buyers look at this or care.

Jellybean-2021TLX-Advance.ashx


usc90lec161d021003.png

I know that this forum loves to dump on Acura, but the proportions of the TLX are vastly better than the ES, and even the LS, which also has an awkwardly long front overhang for a RWD car.
cc_2018LEC360015_03_640_085.jpg

Anyway, hopefully this is something Lexus plans to remedy going forward. 2021 IS was a step in the right direction, and this concept looks great.
flipside909
Gecko said
Shortest front overhang since the 90s! 🤣
Click to expand...

LOL, the SC had a long overhang. Longer than a lot of new Lexus models.
I
flipside909 said
LOL, the SC had a long overhang. Longer than a lot of new Lexus models.
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Somehow I liked the looks of the SC. My brother bought a used one before.

======
Maybe back to performance-oriented roots. Didn't know the MK IV Supra sold so poorly.

Gecko
^please, let's not turn this into another Supra thread.

Back to the Lexus concept and new brand identity!
I
I'm not turning it into a Supra thread but Lexus sedans that will be performance-oriented enough should be looking at the Supra.

If not the Supra, what internal or external benchmark should Lexus be setting?

P.S. will not mention Supra again in a subsequent post on this thread.
Gecko
internalaudit said
I'm not turning it into a Supra thread but Lexus sedans that will be performance-oriented enough should be looking at the Supra.

If not the Supra, what internal or external benchmark should Lexus be setting?

P.S. will not mention Supra again in a subsequent post on this thread.
Click to expand...

Not your fault, but anytime the Supra is mentioned, it tends to turn into a downward spiral of Toyota vs. BMW vs. any Lexus product, and it ends up being extremely counter productive 😁

This concept looks to certainly be 4 doors, and probably an EV, so I think it will be quite different from a Supra.
Will1991
A proper competition for this should be the Polestar 2:


64_polestar-2.jpg


It’s a crossover coupe, a dedicated BEV, premium class.

Just hope this new BEV comes to Europe with CCS@100kw, 60~65kWh, around 6sec from 0-100km/h, option AWD and a reliable and efficient powertrain.
I think these are reasonable specs to ask for.

Polestar 2 has a lower real world range than the TM3 SR+... It’s mind boggling stupid since it’s 55kWh for the 2021 MIC TM3 SR+ vs 75kWh for the Polestar 2...
S
Short overhang is a natural result of dedicated BEV platforms, because you want as much space dedicated to batteries. The overhangs are where batteries could not be placed for obvious reasons.
Lexus Jack
Sort of looks like a NX/RX Coupe. Mercedes make the GLC and GLC Coupe, GLE and GLE Coup, with the Coupe being a bit more sporty. BMW has the X3 and X4, X5 and X6. We now have the NX and NZ, RX and the RZ! I like the name better than calling it a RX coupe. Lexus always seem to be a little late to the table but we always build a better car. Better late than never! Still a concept, so many many many years of debate to come. We only have a few pictures and already the debates has started. It might be an all electric car as far as we know. Maybe nuclear fusion powered! LOL!! So many years, so many opinions to come. Isn't the guessing game fun and entertaining!
S
Will1991 said
This concept seems to be epic, a truly well designed and gorgeous car! And the first (supposed to be) BEV on a dedicated platform!

5236443.jpg


Here goes a "worked" picture:

image.png
Click to expand...

This looks really good.

Reality is, that in EV world, this has to compete vs Tesla in powertrain department and NOT against Audi.
Will1991
@spwolf , lately my opinion has changed (mostly due to some discussions on the UX300e thread).

Those who look for a Tesla, they won’t buy anything else... Tesla is so far away on a spreadsheet at a lower price... It’s a whole different costumer... Tesla is also a much more polarizing brand (love it or hate it).

Nowadays my opinion is that BEV market is divided into two, those who want a Tesla and those who don’t, who look for something else (better build quality, less issues, overall less stressful ownership)...

Don’t get me wrong, Tesla will help all the costumers looking for a BEV since they’re pushing prices down, but I see it as a different market.

Given all of the above, I believe this Lexus will go more against Polestar 2 and the new i4 than the TM3.
M
What this model will do is retain potential "Tesla conquests", aka current Lexus owners that were otherwise going to go to another BEV manufacturer, most likely Tesla. This will also tempt non-Lexus owners that were interested in Lexus' famed reliability and wanted to go electric. It's a win-win for Lexus as long as the developed product is very competitive and marketed well.

I'm truly hoping that Lexus steps up their interior game as they have been sorely lacking here in the past several years. Because of their outdated infotainment system and mousepad, their interiors are considered a joke to many car enthusiasts along the vein of Infiniti. This RZ needs to be a big step up, even from the disappointing leaked new NX interior.
CRSKTN
mordecai said
I'm truly hoping that Lexus steps up their interior game as they have been sorely lacking here in the past several years. Because of their outdated infotainment system and mousepad, their interiors are considered a joke to many car enthusiasts along the vein of Infiniti. This RZ needs to be a big step up, even from the disappointing leaked new NX interior.
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Uhhhhhhh
I
The event will be livestreamed on the Toyota website at 6:00 a.m. ET on March 30.

www.caranddriver.com

Lexus EV Concept Teased ahead of March 30 Reveal

Lexus is set to unveil a 'brand transformation' on March 30, and at the same time, the luxury brand will unveil this electric concept.
www.caranddriver.com www.caranddriver.com
I
Will1991 said
@spwolf , lately my opinion has changed (mostly due to some discussions on the UX300e thread).

Those who look for a Tesla, they won’t buy anything else... Tesla is so far away on a spreadsheet at a lower price... It’s a whole different costumer... Tesla is also a much more polarizing brand (love it or hate it).

Nowadays my opinion is that BEV market is divided into two, those who want a Tesla and those who don’t, who look for something else (better build quality, less issues, overall less stressful ownership)...

Don’t get me wrong, Tesla will help all the costumers looking for a BEV since they’re pushing prices down, but I see it as a different market.

Given all of the above, I believe this Lexus will go more against Polestar 2 and the new i4 than the TM3.
Click to expand...
Tesla's are pretty good BEVs for sure and probably the most compelling at the lower price points (for budget conscious households; mine is one too but I'm willing to pay more if the spec's meet my simple criteria) but competition is coming. I also don't like that Tesla didn't put heat pumps and heated steering wheel on the 3 and like others said, the interior leaves a lot to be desired to be honest.
M
Brand transformation is such a strong wording, like undoing or fixing the wrong. While yeah Lexus did neglect many things and cars in the recent past it's not nowhere near dire straits like Infiniti is in. Infiniti needs brand transformation, Lexus probably should have called it brand evolution or advancement. Just nitpicking here.
S
Will1991 said
@spwolf , lately my opinion has changed (mostly due to some discussions on the UX300e thread).

Those who look for a Tesla, they won’t buy anything else... Tesla is so far away on a spreadsheet at a lower price... It’s a whole different costumer... Tesla is also a much more polarizing brand (love it or hate it).

Nowadays my opinion is that BEV market is divided into two, those who want a Tesla and those who don’t, who look for something else (better build quality, less issues, overall less stressful ownership)...

Don’t get me wrong, Tesla will help all the costumers looking for a BEV since they’re pushing prices down, but I see it as a different market.

Given all of the above, I believe this Lexus will go more against Polestar 2 and the new i4 than the TM3.
Click to expand...

i mentioned powertrain there, not anything else. I dont think anyone will know what Polestar was in 5 years from now, i dont think it competes with anything really. Also - this is like LF-C, not crap.

So what I meant was:
- high hp, low 3s 0-100kmh (or less)
- super fast charging that actually works in practice (good battery chemistry and cooling)
- high capacity battery
- long range under WLTP/EPA
- low wh/km consumption

Then you can add Lexus quality and feel and you can price it pretty high.
CRSKTN
Will1991 said
image.png
Click to expand...
Am I seeing things or is the middle of the car very... thin? Like from roof to bottom.

It looks like the window at its thickest is a third of the height of the body.
View attachment 4703
OlFius
Will1991 said
A proper competition for this should be the Polestar 2:


64_polestar-2.jpg


It’s a crossover coupe, a dedicated BEV, premium class.

Just hope this new BEV comes to Europe with CCS@100kw, 60~65kWh, around 6sec from 0-100km/h, option AWD and a reliable and efficient powertrain.
I think these are reasonable specs to ask for.

Polestar 2 has a lower real world range than the TM3 SR+... It’s mind boggling stupid since it’s 55kWh for the 2021 MIC TM3 SR+ vs 75kWh for the Polestar 2...
Click to expand...

Is this called a crossover coupe? I don't see the coupe.
Looks more like a lifted sedan to me. Not a fan.
mikeavelli
Gecko said
It is pretty simple, IMO. Long hood, shorter rear trunklid and short overhangs are a classic combination that generally always looks good. TLX does this very well for a FWD car, compared to the ES which has more classic FWD proportions with a longer front overhang, shorter hood and longer rear trunklid. TLX looks more like a performance car for this reason, though I doubt even 95% of buyers look at this or care.

Jellybean-2021TLX-Advance.ashx


usc90lec161d021003.png

I know that this forum loves to dump on Acura, but the proportions of the TLX are vastly better than the ES, and even the LS, which also has an awkwardly long front overhang for a RWD car.
cc_2018LEC360015_03_640_085.jpg
Click to expand...

The reason I disagree is because acura is faking it. It is not a RWD car and even with its shawd it’s mostly the front wheels driving the car. Instead of making a proper RWD car they faked it. And now it has two problems. One it looks way to forced and two, interior room is no better than the smaller IS. As a matter of fact, interior and trunk room are near identical to the much smaller last generation. I’ve finally seen the car in person and while it is vastly more interesting that the last model, the front end just looks forced on. Is it ugly? Absolutely not.

Contrarily, the ES has great proportions for a fwd base car with optional AWD now. They prioritized what is is most important to someone In this class and it is room. The interior is immense and a huge selling point. And the ES doesn’t look bad at all, it looks great. I can’t say I walk in our garage and hate the overhangs. They visually have done a good job with it. I do think most past ES models were designed worse.
mikeavelli
Will1991 said
A proper competition for this should be the Polestar 2:


64_polestar-2.jpg


It’s a crossover coupe, a dedicated BEV, premium class.

Just hope this new BEV comes to Europe with CCS@100kw, 60~65kWh, around 6sec from 0-100km/h, option AWD and a reliable and efficient powertrain.
I think these are reasonable specs to ask for.

Polestar 2 has a lower real world range than the TM3 SR+... It’s mind boggling stupid since it’s 55kWh for the 2021 MIC TM3 SR+ vs 75kWh for the Polestar 2...
Click to expand...

I don’t think anyone knows this car exists.
L
have a look at FWD Volvos with their RWD proportions. Acura is far from there.


my fave BEVs are Jaguar I Pace on Polestar 2. Glad Lexus makes an equivalent of those, and from the side profile it is best looking, including any BEV from Germany (except of course the Audi/Porsche sedan). looks like Lexus took care of front overhang too.
L
mikeavelli said
I assume that will be touched on. They definitely heard the feedback on the front overhang and applied changes.
Click to expand...
Hope that is true, it is great if true.

L