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Lexus Sheds Blandness, Reveals New Design Identity

Lexus Sheds Blandness, Reveals New Design Identity

Former obsessions with Mercedes are gone replaced with a bold styling direction.

Dave Pinter, PSFK

Toyota created the Lexus brand back in the 80’s as a luxury division to rival Mercedes-Benz. What it evolved into was a successful luxury mark that suffered from a chronic case of absolutely boring design. What Lexus never managed to replicate was the passion that the established German marks like BMW, Audi, and of course Mercedes-Benz developed through their sensitivity to design and styling. But it seems Lexus is ready to evolve, just have a look at the LF-LC concept car which debuted at the 2012 Detroit Auto Show.

The LF-LC is a low profile Hybrid 2+2 Coupe developed to show the new design vocabulary for the brand. The most prominent element is the large front angular shaped grille. This will be a signature element adapted to other models in the product line. The new design vocabulary also includes many uses of swoopy lines and sharp body cuts for vents and air intakes. Designers at Lexus developed the new look to visually promote vehicle attributes including performance, style and technology.

“Our entire studio worked to develop this beautiful interpretation of Lexus originality,” said Kevin Hunter, president of Calty (Toyota’s California Design Studio). “The LF-LC concept embodies our vision of what a premium sport coupe could be.”

There were no announcements as to whether the LF-LC was being considered for production, but the styling will definitely migrate to upcoming new Lexus models beginning later this year.

Lexus

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