5th Generation (2018+) Lexus LS 500 & LS 500h Megathread

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Sulu

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Flying3 said:
Realize that most on this board are speaking from an ethusiast point of view. Lexus had record sales the first half of 2025. They are hardly a dying brand.
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That's right. My concern is less the enthusiast perspective but the quiet, refined luxury perspective, especially interiors. I am disappointed with modern Toyota and Lexus interiors. Maybe it is time Toyota stopped chasing volume and spend some money on interior quality, especially in North American-built product. If Mazda (and Honda) can do it, so can Toyota -- spend more, increase prices a bit, make profits not on volume but on higher margins per vehicle. Recent North American-built Camrys and Corollas have atrocious interiors. Dare I compare Camrys and Corollas with Chevrolets and Pontiacs from the 1980s and 1990s?
 
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It seems Lexus is struggling with the move to electrification with regards to styling. The new ES is atrocious.

BMW is in a sense similar. They seem to be taking the approach that ICE vehicles should look like their EVs and vice versa. Another brand I follow is MINI. They destroyed the interior charm in the refreshed Cooper to make it look like the EV. It's painful to see what manufacturers are doing with styling. Screens upon screens and a very sterile interior!
 
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NomadDan said:
I think the biggest problem with Toyota/Lexus/Crown/Century is there's been too much consolidation in the platforms and drivetrains. When Lexus was in it's peak, the 1990s and 2000s, they had drivetrains that were exclusive to the brand. The SC, GS, and LS all had inline-6s with V8s being an option. With the exception of the I6 in the Supra, they didn't share a drivetrain. Even the original IS300 had the inline-6. SC and IS were available with manual transmissions too! Only the ES shared a drivetrain with the Camry. Now the Century shares a platform with a RAV4. It's embarrassing.

Lexus/Century/Crown would really benefit from a new rear-drive platform, and more engine options. They need a new turbo inline-6 (which could be given a longer stroke for future Toyota BOF applications) and a TT V8. That TT V8 could then be exclusive to a new SC, LS (SUV?), LX, Century, and maybe some high performance products (GR Tundra, GR LC300, GR Crown Sedan, IS-F).

Interior design needs to be stepped up too.
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This, this, this. We went from Lexus-specific powertrains, chasses, and tech to everything being shared with mainstream Toyota models. What made the brand great is now gone -- even the interiors are barren and unimpressive.
 
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Flying3 said:
Realize that most on this board are speaking from an ethusiast point of view. Lexus had record sales the first half of 2025. They are hardly a dying brand.

With that said, I ventured away from Lexus and recently bought a 2022 BMW M550i. Fantastic machine, but have decided to trade it in for one of the last old school Lexus products, the IS 500.
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You will LOVE the IS 500!
 
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Gecko said:
This, this, this. We went from Lexus-specific powertrains, chasses, and tech to everything being shared with mainstream Toyota models. What made the brand great is now gone -- even the interiors are barren and unimpressive.
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"Oh, isn’t this exactly what ppl wanted? We’re cutting cost, doing the bare minimum, and raking in max profit. Cheapest parts we can find, slap a Lexus badge on it, and you’ll still pay top dollar. Hell yeah! All mid / high-tier models? Gone. Less work for us, more money in the bank. Don’t like it? Cool, go buy another brand. We’re still selling just fine. You’re the fat cows and we’re here to milk you. What are you gonna do about it?"
[diabolical laughter]
 
Gor134

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They're just bored now or something

Unless this is alluding to Lexus' future being focused on SEA and their luxury minivans.
 
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Isn’t a luxury flagship supposed to serve both as a chauffeur-driven car and something you can enjoy driving yourself sometimes?
If it turns into a van, might as well just get an LM. What’s even the point of calling it an LS then?
Also, doesn’t the “S” in LS stand for Sedan? Since when can they just change that however they want??
What’s next, your flagship’s going FWD now???
 
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Sadly this will probably do well in the Asian market.
The design is inspired by Li MEGA and LEVC L380.
 
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Below is today's livestream about the brand's strategy (summarized by Gemini)

Summary​


1. The Origin of the Challenge (01:14 - 02:35):

  • Akio Toyoda, Chairman of Toyota Motor Corporation, begins with a pre-recorded message from April, outlining the core challenge to his advertising teams.
  • He emphasizes the need for the four main brands (Toyota, Lexus, Century, and GR) to move beyond individual product ads and create a unified brand advertising strategy that connects with the upcoming "World ARIGATO Fest" and Mobility Show.
  • The goal is to determine what kind of CM strategy is "viable" and to align the brands' respective missions.
2. The CBO's Response and Strategy (03:40 - 09:28):

  • Simon Humphries, Toyota's CBO, joins the discussion, characterizing the exercise as a chance to clearly define the stance and inner motivation ("Ishi") of the five brands within the group.
  • He notes that the six months between Akio's message and the broadcast were spent working with great passion to define the brand concepts.
3. Debut of New Brand Commercials (10:08 - 13:56):

  • The broadcast shows the resulting CMs for all five brands:
    • Toyota (10:08 - 11:07): Theme: "To You. Toyota." It highlights Toyota's vehicles serving people across various global settings, underscoring the brand's commitment to individuals, the planet, and the future.
    • Daihatsu (11:11 - 12:11): Theme: "My Daihatsu Invention." An animated spot showcasing the history of Daihatsu's small cars (Kei cars) and their ingenuity (e.g., Midget, Hijet), concluding with the futuristic "Midget X" concept, celebrating the spirit of invention through compact vehicles.
    • Century (12:15 - 13:47): Theme: "One of One." The CM uses black and white visuals to trace the brand's origin back to the craftsmanship of Sakichi Toyoda, emphasizing the inherited spirit of Monozukuri (making things). It culminates in a red SUV concept reveal, symbolizing the brand's "reincarnation."
    • Lexus (12:48 - 14:04): Theme: "Discover." The ad focuses on pushing boundaries and challenging the status quo, revealing a low-profile, 6-wheeled concept vehicle (LS CONCEPT) that represents Lexus's quest to redefine luxury as an "Above Lexus" brand.
    • GR (Gazoo Racing): Theme: "THE SOUL LIVES ON." This CM celebrates the soul of racing and performance cars, including shots of heritage models and extreme driving maneuvers, highlighting the brand's passion and future commitment.
4. Behind the Ads and New Brand Meanings (14:15 - 45:00):

  • Century's Transformation (14:15 - 19:57): Akio confirms that the shocking new Century concepts are serious. Humphries explains that the goal was to showcase a Century that is being reborn, moving beyond its traditional black sedan image.
  • Lexus Redefinition (27:00 - 36:00): Akio explains that Lexus needs to break free from the perception that the "S" in LS must stand for Sedan. He revealed his personal challenge to the team: to build an LS that he would personally want to be chauffeured in, suggesting the "S" could stand for Space. The new LS Concept, with its six wheels, is designed to create an expansive, comfortable interior space, positioning it as a flagship BEV Chauffeur Car.
  • GR and Realism (40:31 - 44:48): The CBO and Akio emphasize that the high-octane shots in the GR commercials were not CGI but were all captured in real life. This includes a car driving on two wheels and a drone passing through a car's interior, reinforcing the brand's commitment to real driving and engineering passion.
  • Employee Engagement: Akio mentions that the challenging concepts have excited the employees, with the development of the Lexus LS Concept stemming from a conversation where he pushed the engineers to "break" the traditional LS limitations to achieve innovation.

5. GR/Lexus LFA/Toyota 2000GT - Engine Sound and Racing Soul (45:00 - 49:02)​

  • Content: The segment presents engine sounds from three cars (a GR vehicle, a Lexus LFA-style vehicle, and a Toyota 2000GT-style vehicle) under the theme "THE SOUL LIVES ON."
  • Discussion: The discussion centers on Chairman Akio Toyoda's passion for engine sound, which he can identify blindfolded. He notes that the second car (LFA) sound represented "refinement and elegance," while the newest GR car incorporates a more "wild" or raw element ("野性味").
  • Insight: It is confirmed that Lexus has dedicated significant effort to sound tuning from the LFA onward. The 2000GT featured is a real, operational vehicle, signifying the importance of heritage.

6. Toyota - The Customer-Centric Product Philosophy ("TO YOU. TOYOTA.") (49:03 - 61:40)​

  • Content: The Toyota brand film, themed "TO YOU. TOYOTA.," showcases a diverse range of Toyota vehicles (new, old, and concept cars like the Corolla concept) being used by people around the world for work, family life, adventure, and public service. The emphasis is on the car as a tool that serves the customer's life.
  • Discussion: Creative Director Shinohara Makoto explains that the tagline "TO YOU" evolved from the idea of "Mobility for All" to a more personal concept: "Anata Megakete" (aimed specifically at you). This resonated deeply with Chairman Akio, linking back to the company's roots where founder Sakichi Toyoda created inventions for his mother.
  • Novelty: Akio personally authorized the use of a highly confidential Corolla concept car (shown at the end of the commercial) in the advertisement, demonstrating that the company's promise to the customer is proven by its physical products ("product speaks"). Akio stressed that the company's 10 million customers are 10 million individuals whose needs must be met.

7. Daihatsu - The Spirit of "Small" Invention ("Watashi ni Daihatsumei") (61:40 - 75:00)​

  • Content: The Daihatsu animated commercial highlights the brand's history of creating small cars (Midget, Hijet, Charade, etc.) and future concepts (Midget X Concept). The theme "Chisai kara koso dekiru koto" ("Because it's small, it can do things") emphasizes solving unique, local, everyday problems. The final slogan is "Watashi ni Daihatsumei" ("My Daihatsu Invention").
  • Discussion: Creative Director Konishi Toshiyuki explains that the focus is on "life as the protagonist" rather than the car itself, embodying the innovative spirit of Daihatsu.
  • Brand Evolution: Akio points out that while the main Daihatsu logo remains the traditional red "D," the "DAIHATSU" lettering in the campaign features multiple colors (red, blue, green, black). He sees this distinction as encouraging Daihatsu to embrace its unique "centrifugal force" (離心力 - tendency to move outward) and "fun/humor" derived from its Osaka roots, as a lively rival to Toyota's "centripetal force" (向心力 - inward focus).

8. Century - Ultimate Luxury and Craftsmanship ("One of One") (90:22 - 91:52)​

  • Content: The final, dramatic commercial for the Century brand is shown. Shot in black and white, it depicts the heritage of Japanese craftsmanship—from weaving cloth to polishing car parts—underscoring the notion that "there is no end to craftsmanship" and "Japan can surely make things that no one else can."
  • Product: The final reveal is a sleek red concept coupe (the Century Concept) emerging from flowing red fabric, representing a singular, unrivaled creation. The tagline "One of One" highlights the brand's commitment to ultimate, bespoke luxury.
 
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I think they mixed up Century for Lexus when talked about being chauffeured. Did they film this in Amsterdam perhaps?
 
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