Toyota Pushes Lexus to Innovate with Bold New Concepts

UPDATE: Toyota is revolutionizing its luxury division, Lexus, pushing for a future of bold and unconventional designs. Following a record-breaking sales year with 851,214 cars delivered in 2022, Toyota’s Chief Branding Officer, Simon Humphries, revealed that Lexus is now set to “move more freely” and “push forward as a pioneer.”

This significant shift comes as the automotive giant aims to reshape Lexus’s identity, allowing for more creative exploration. In a thrilling announcement, a six-wheel minivan concept is set to debut later this month at the Japan Mobility Show. This vehicle may redefine luxury transportation and could even reach production, signaling a transformative era for Lexus.

Chairman Akio Toyoda emphasized that the new vision for Lexus does not confine itself to traditional sedans. He indicated that the “S” in the iconic LS badge now stands for “space” rather than “sedan,” hinting at a bold departure from past designs. Toyoda instructed the development team to “discover” and “imitate no one,” empowering Lexus to explore radical innovations.

The anticipated minivan aims to compete in a growing luxury segment, particularly appealing to markets like China where high-end vans are gaining popularity. Toyoda described this forthcoming model as “a new form of luxury car” and “an entirely new type of premium, three-row minivan,” diverging from conventional expectations.

As production of the LS sedan winds down, the new vehicle is expected to launch by 2027, targeting an audience eager for modern, spacious vehicles. While traditionalists may raise eyebrows at the thought of an LS-badged minivan, Toyota’s strategy reflects a significant cultural shift in luxury preferences, especially as automakers like Volvo and Buick also enter the luxury van market.

With a focus on electric propulsion, Lexus’s new model may follow the trend of abandoning combustion engines entirely, aligning with global shifts toward sustainability. This pivot not only highlights the brand’s commitment to innovation but also indicates a response to changing consumer demands.

All eyes will be on Lexus as it prepares to unveil this game-changing concept at the Japan Mobility Show, where the future of luxury transportation is set to be redefined. Stay tuned for updates on this developing story as Toyota and Lexus challenge the norms of the automotive industry.