When a single product represents the best of a brand, it becomes the flagship. It sets the standard, a commitment that demonstrates the brand’s core values and expertise. It is the pinnacle of experience, the purest form of an idea made real. It is the most recognized symbol; the brand icon: iPhone for Apple, the Oyster Day-Date for Rolex, Louis Vuitton at Champs-Élysées in Paris.
There is a weight to being a flagship that comes from its role as a showcase, and its obligation to always express a brand’s essential qualities, in a way that exceeds every expectation. It must never disappoint, and it must always strive to transcend any simple categorization. The best flagships transcend their brand and come to be iconic of the industry they dominate.
FOR EVERY NEW GENERATION, THE FLAGSHIP SHOULD BE THE TRAILBLAZER, THE VANGUARD LEADING FROM THE FRONT, SETTING THE PATH FOR OTHERS TO FOLLOW, BEING A BEACON THAT ILLUMINATES THE FUTURE BY REINVENTING THE PRESENT.
Thirty three years ago, the engineers and designers at Lexus were tasked with a monumental goal -- to create the best luxury sedan in the world. The plan was more than ambitious, and required many years of development, many hundreds of prototype vehicles and millions of collective miles in testing.
The result was the LS 400, and its debut in 1989 transformed the luxury automotive market with its matchless quality and unsurpassed dedication to craftsmanship.
From that day, the LS has been on the forefront of innovation and blazed the trail that all other Lexus vehicles follow. It is the blueprint, the benchmark. Without the LS, there would be no Lexus -- every stitch, every detail, and every decision has symbolized the company's vision without compromise.
Since its launch, the LS has been the Lexus flagship, the icon of excellence.
And now it’s time to redefine that excellence, to reinvent the flagship. To go far beyond what the world currently expects from a luxury car and create something that is exhilarating yet serene, innovative yet straightforward, classic yet contemporary.
It calls for a series of freshly developed power-trains delivering an effortless luxury performance. It requires a sleek new exterior to cut a silhouette unlike anything else on the road. It demands a spacious new cabin blending next-generation craftsmanship with an authentic Japanese aesthetic. It needs an all-new rear-wheel drive platform with a lower center of gravity and radically increased rigidity.
This is an elevated way of thinking. This is the highest attainable level of achievement. This is the all-new Lexus LS.