Lexus is a Brand Transformed


It’s difficult to parse exactly what happened to the Lexus brand today. At first glance, the biggest news appeared to be the announcement that Lexus would go full-electric in its major markets by 2030, just eight years away.

But this major unprecedented shift in brand strategy quickly became overshadowed by the sheer volume of brand new models and concepts — this single photo shows thirteen vehicles, and it’s possible only two have been seen previously. I’m going to number them for simplicity’s sake.

Lexus EV Range Numbered

(1) and (4) seem to be two sides of the same EV LFA coin, one a hardtop, the other a convertible.

(2) (3) and (5) all seem to be related, with (5) being a semi-traditional sedan, (3) being a fastback wagon variant, and (2) being a larger version of the fastback. Lexus did share a couple images of the sedan, which looks to be the size of the current IS.

(6) is easy enough, being the new RZ crossover coupe. It is worth pointing out that this is our first look at the full vehicle.

Lexus Range Closeup

(7) was another concept that was featured as a full scale vehicle, here are the photos:

The Lexus Electrified Crossover looks similar in size to a Toyota Highlander, though perhaps accommodating for a larger third row.

The back row in the group photo appears to be actual production models, let’s zoom in and brighten up for a better look.

Lexus Model Revealed

Am I allowed to take credit for predicting a Lexusified version of the Toyota Corolla Cross in the latest episode of our podcast? Because that’s what (8) looks like to me.

(9) (10) and (11) look like current production models of the UX, NX, and RX, with perhaps some visual tweaks on both the UX and RX.

(12) could be a new LX with an EV front-end, as (13) also appears to be the current ES with a facelift.


A new LFA? Six completely new concepts? Abandoning every existing powertrain for EV technology? There’s no way to overstate the changes we’ve seen today — this is Lexus transformed.

FeaturesFuture

supra93

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I think the convertible is different from the "EV LFA II concept".

If I had to guess what they will preview if anything:

1. RC/IS convertible
2. IS wagon
3. IS cross
5. IS sedan

Lexus-EV-Range-Selection.jpg
 
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spwolf

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going over QA they asked why is Lexus going all EV - answer was that market is shifting rapidly and that luxury buyer is fastly moving into the EV, and they had to follow markets.

As simple as that.
 

krew

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I think the convertible is different from the "EV LFA II concept".

If I had to guess what they will preview if anything:

1. RC/IS convertible
2. IS wagon
3. IS cross
5. IS sedan

Looking at it now, you're definitely right. It doesn't have the same front end as the EVLFA, though every model on that side looks like a photoshop.
 

mikeavelli

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As I’ve been very vocal about I am super excited with the new leadership in place. These people are exited car enthusiasts. These are exciting sedans and coupe EVs not just cUVs coming, Note the Toyota side was exciting as well.


Exciting!
 

internalaudit

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Definitely not considering the Macan EV, no matter how good it is. Still could an Acura BEV though with SH-AWD.

Will likely stick with a Lexus BEV (non-SUV) and it's going to be a tough choice choosing among some of those variants, with the dimensions close to the IS.
 

LarryT

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Actually I don't think it looks big at all compared to the other cars. I think the LS will die off.

Your sentiment on the future of the LS makes perfect sense especially when you consider the wayward 5th generation LS.
 

Gecko

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Anyone thinking the center car is a LS concept? It looks pretty big.

View attachment 5348

There are so many graphics and images floating around that I missed this one and agree - I think that's probably the LS. It has some "LS" flair in the body lines and looks like an evolution of the 5LS we have now, perhaps with a much needed taller greenhouse!

Lexus already confirmed the next gen LS, so it's not dying. The comment that was made was something like "Not a lot of people will understand where we are going with the next LS" or something similar.

Seems to me these images reveal a healthy future for IS-ES-LS, which is a relief IMO. Lexus sedans have seen/will have experienced about 20 years of transition and mismanagement with platforms, powertrains and product positioning, but I think removing the GS and then new technology advancements for EVs will finally bring some clarity and better overall products.
 

Motor

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@supra93 , I don't find that picture on the Global Toyota Newsroom, where did you get it?
I think he got it from here:

 

spwolf

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This is what I pointed out too, they scrapped that design because it relies too heavily on the spindle grille and it's clear from these concepts that the spindle grille is not in Lexus's future - at least not stuff that isn't an SUV.

you mean they scrapped the car they just showed, overnight? hah. I doubt that.
They probably did not want to reveal it yet.