When you think of a luxury automobile, what do you see?
Do you imagine leather seats, spacious interiors, and a pin-drop-silent cabin? Or is it raw, unfiltered horsepower, cutting-edge technology and front heated seats? Perhaps luxury is something a bit more intangible – a feeling that extends beyond any single feature or function? Or is it all of the above?
More importantly, what does luxury look like, or feel like, in the future? As technology becomes part of even the simplest task, the future could become a very cold place. Or, as envisioned at Lexus, the future can be a warm and inviting place, where technology is pursued in service of the customer. Where everything about the brand feels modern, yet intuitive. Where all the experiences, from online to in-dealer to in-car, feel like a natural extension of the customer’s intent. That is how Lexus envisions true luxury in the future.
From the very beginning, our goal at Lexus was never to just redefine luxury. We wanted to create a definition that’s meaningful and approachable. That’s ever evolving and that can be both seen and felt. Our luxury begins only when we reach further within ourselves and push higher than ever before.
We call it – Making Luxury Personal.