Lexus celebrates 35 years of luxury motoring

THIRTY-FIVE years ago, Lexus set out to disrupt the luxury car market by creating what it deemed the world’s most refined car. Combined with what it saw as an unrivalled customer experience, the Japanese manufacturer soon came to redefine luxury car ownership – and continues to set the standard on multiple fronts to this day.

In looking back at the past three-and-a-half decades, Lexus Australia says its award-winning vehicle quality, exquisite craftsmanship, extensive line-up, and pioneering hybrid powertrains have helped it meet the diverse needs of luxury customers, all of whom enjoy an ownership experience unmatched by its nearest rivals.

“Thirty-five years ago, Lexus was born a disruptor, redefining automotive luxury and introducing an unrivalled ownership experience others would aspire to,” said Lexus Australia chief executive John Pappas.

“The motivation that drove Lexus in the past continues to provide the catalyst today, as we harness innovation to help inspire meaningful, positive change for the better.”

The desire to shake-up the automotive establishment began in 1983 when then Toyota Motor Corporation president Eiji Toyoda commissioned Circle F, a project to “build a car that is better than the best in the world”. It was a proclamation for the pursuit of a new excellence. It would summon the collective effort of some 60 designers, 1400 engineers and 2300 technicians.

Some 450 test vehicles and 973 prototypes of the 4.0-litre quad-cam V8 engine were pushed beyond the limit over no less than 4.4 million kilometres of testing to create the first Lexus. A car Lexus says was fast yet efficient, light yet strong, responsible yet exhilarating, and elegant yet functional.

That car became what we now know as the LS 400, debuting at the North American International Auto Show (NAIAS) in January 1989.

“When Lexus declared it wanted to create the best car in the world, it was a bold, brave claim that could not be backed down from,” added Mr Pappas.

“The same relentless pursuit of perfection, unwavering commitment and painstaking attention to detail that made the LS 400 the best car in the world is in the DNA of every Lexus today.”

Today, Lexus is represented in more than 90 countries and territories around the globe, winning over more than 10 million customers with a range of refined and stylish luxury sports cars, sedans and SUVs.

Throughout the decades ‘disruption’ would become synonymous with ‘innovation.’

Lexus was the first luxury brand to take on the challenge of reducing CO2 tailpipe emissions across a range of vehicles through electrified powertrain technology.

In the mid 2000s, it introduced the Lexus GS 450h – the world’s first hybrid luxury sedan – immediately following it up with the RX 400h, the world’s first luxury hybrid SUV.

“Forever the disruptor, it was Lexus that truly defined the luxury crossover concept with the original RX in 1998, and it was Lexus again that introduced pioneering hybrid technology to mainstream luxury in 2004 when it unveiled the RX 400h.

“There were people who thought Lexus hybrid was going to be a passing fad, and an unfashionable one at that.

“Our commitment to hybrid demonstrated the technology could not only reduce CO2 tailpipe emissions over ICE powertrains, but add to the joy of driving, by either using stored energy to boost acceleration or provide temporary electric-only mobility.”

More than two million electrified Lexus vehicles have been delivered worldwide, including more than 50,000 to Australian customers. Lexus Australia says the appeal of strong performance and low fuel consumption sees electrified powertrains accounting for more than 70 per cent of local Lexus deliveries so far this year.

In taking the opportunity to look back at its past successes this week, Lexus Australia also took time to look ahead, showcasing its all-electric LF-ZC concept to selected guests at the importer’s Centre of Excellence in Altona, Victoria.

Lexus says the concept model’s bold lines, low body and dynamic proportions explores “the striking design freedoms offered with next-generation battery electric vehicle (BEV) architecture” and promises its future vehicles will “drive in silent luxury to redefine refinement, (with) emotive designs that will roar and stir the soul”.

“The LF-ZC concept demonstrates the type of driving excitement customers can expect in an all-electric future,” enthused Mr Pappas.

“Our next-generation battery electric vehicle architecture will remove the design constraints imposed by conventional vehicle platforms, which require consideration for the fitment of sizeable components, such as engines and gearboxes.

“We can therefore expect to see stunning and expressive vehicle designs like the LF-ZC.”

By the end of this decade, all Lexus vehicles sold in Australia will be either HEV, PHEV or BEV.

“Lexus set out to pioneer a new path and has achieved significant breakthroughs along the journey, most notably intelligent hybrid powertrain technology, helping customers reduce their carbon footprint compared to petrol-only cars without sacrificing vehicle performance,” added Mr Pappas.

“We anticipated that a focus on lowering emissions could be part of the luxury experience.

“At Lexus, we see a future that is full of opportunity as we continue to push the boundaries of electrification in the premium automotive world. Our goal by 2030 is to have a model range that is 100-per-cent electrified – HEV, PHEV and BEV.”

Lexus the disruptor has achieved so much in 35 years and plans to continue to reshape personal luxury in the years ahead… and we can’t wait to see what comes next.