Summer 2017, Shanghai. The typhoon season made flying to Shanghai less than ideal, but Lexus chose this moment to host a product design exchange meeting for the upcoming launch of the new generation LS and LC models in China. It was as if they were daring the competition to step up their game, showcasing their fearless spirit and innovative ideas even amidst challenging conditions. Akio Toyoda himself emphasized the importance of evolution, stating, “Lexus must embark on a journey of transformation, with emotion becoming the core element of our brand.â€
As I sat there admiring the sleek lines and elegant curves of these luxury vehicles, I couldn’t help but think about how crucial design is in the automotive industry. Just look at the rivalry between BMW's 5 Series and Mercedes-Benz's E-Class—consumers always gravitate towards the model that looks the most appealing at first glance. In China, where appearances often outweigh substance, visual appeal reigns supreme. Even though Lexus may not rank alongside the likes of Audi, BMW, and Mercedes-Benz in terms of overall brand prestige, their focus on design could be their ticket to standing out.
The LS series, being Lexus's flagship model, carries the weight of the brand's reputation in terms of quality, technology, and performance. After ten long years since the last major update, the new LS finally makes its debut. While the exterior design borrows heavily from the LF-FC concept car, it also benefits from the advanced GA-L platform, allowing for greater flexibility in styling. The radical spindle grille, first introduced on the GS, sets the tone for a bold new direction in Lexus design language.
Inside, the LS continues to push boundaries by incorporating elements inspired by both Eastern and Western cultures. For instance, the central console's design draws inspiration from the guzheng, a traditional Chinese stringed instrument, while the intricate glasswork echoes Japanese origami artistry. These details reflect Lexus's commitment to blending craftsmanship with modern innovation.
Despite these efforts, Lexus still faces stiff competition from established rivals. Their recent success in China, selling over 100,000 units in 2016, suggests a promising future. Yet, challenges remain, particularly given Lexus's weaker brand presence compared to ABB (Audi, BMW, Mercedes-Benz) and the declining sales figures in the U.S. market. With the evolution of the LS, Lexus hopes to carve out a niche in the luxury segment through its unique blend of style and substance.
In the end, whether this bold move will solidify Lexus's position among the elite remains to be seen. But one thing is certain: the new LS represents more than just a car—it symbolizes Lexus's ambition to redefine luxury and set itself apart in an ever-evolving market.
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