Take a look at how the automaker went from one design extreme to the other, safe to polarizing

Over the past two years, Lexus has experienced a metamorphosis in the way their vehicles look and the attitude they project. The story is quite remarkable when you consider the brand's still young age and where it has come from. Their latest sports coupe, the RC F is an example of the most extreme iteration of the ‘new Lexus' design and styling which is unique and polarizing. More than any other current automaker, Lexus has gone the furthest in terms of an overall design transformation in a really short amount of time. It isn't easy for brands to commit to a major direction change, so let's examine how Lexus did it.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)