MAY 8, 2018
The grille adorning the front of every modern LEXUS has become the face of the brand. The reimagined grille on the all-new LS flagship illustrates the next chapter in its evolution.
Lexus has reinvented its flagship sedan, setting it apart from the competition with unique, innovative design. It all begins at the front with the completely reconceived spindle grille defining the boldness and elegance of the new LS with an aggressive yet distinguished face.
In 2003, Lexus made the far-reaching decision to define its approach to design by outlining principles consistent across any product bearing the Lexus badge. The design philosophy – called “L-Finesse” – inspired the Lexus design team to embark on a long process to transform the front grille into an icon emblematic of the brand. “This would bring instant recognition to any Lexus and a uniform ‘look’ across the model range”, explained Lexus Design General Manager, Yo Hiruta. On the 2012 GS, Lexus finally unveiled the new direction to the public – a design featuring a unified upper and lower grille in a spindle shape.
As the spindle grille was applied to newer models, its importance as a brand symbol grew, along with its bold yet understated elegance, typically expressed in a uniform horizontal bar pattern and a more energetic diagonal mesh design on sportier variants. Adoption across the entire model range, articulating each model’s particular brave exterior design finally brought brand consistency and dramatically increased marketplace recognition.
The new Lexus flagship sedan takes a step further. Its grille carries a role beyond brand unification and has evolved to become an integrated design element. In the all-new LS, the elaborate grille demonstrates that evolved approach. Its pattern – inspired by the delicate design elements found in nature, such as a spider’s web – is the culmination of a three and a half year design journey. Featuring a protrusion across its middle, the grille defines the vehicle’s front edge. From there, it harmonizes with the exterior with lines continuing over the bonnet and along the “hip” – across the doors – to the rear where the spindle shape is again echoed in conclusion. The overall expression is sporty and dynamic – yet with an unmistakable dignity characterizing the Lexus flagship.
Lexus plans to adopt this new integrated design across future models, with each grille’s design reflecting each Lexus model’s unique character, in the process contributing to the brand’s distinct identity. “We want a Lexus to be instantly recognizable from any angle, not just from the spindle grille,” says Hiruta. This perspective is a part of Lexus’ wider challenge to itself to attract new customers through the magnetism of ever more bold and unique design expressed in each new model – an approach epitomized in the all-new flagship sedan.