The customer also demanded something else, along with the continued evolution and development of Lexus LS 400 into Lexus LS 430 in 2000. It demanded a smaller performance sedan, and that led to the Lexus IS, a compact performance sedan that quickly won the hearts of younger drivers following its introduction in 2001.

New product continued to roll out of the Tahara factory: an all-new SC 430 in 2001; Lexus GX 470 SUV, again with strong Land Cruiser genetics; in 2002, the second-generation RX 330 in 2003; the world's first luxury hybrid, Lexus RX 400h, the second generation IS and third generation GS in 2005; and Lexus GS 450h and fifth generation ES in 2006.

In 2006 come the introductions of the revitalized Lexus LS 460, LS 460 L and, soon, Lexus LS 600h L, all just as the original Lexus LS 400 was, built upon the Lexus promise. The new Lexus LS series represents the fourth generation of this groundbreaking line, and it relies on the same philosophies of engineering and excellence as the generations that preceded.

"It's the direction of that march that will be interesting," said Bob Carter, Lexus group vice president and general manager, a man who knows the marque well, having been involved with it for 14 of its 17 years.

"As we look into the future, we see three things," said Carter. "First is that we're taking the LS up another level beyond where the previous generation was. We're entering the market with not just one version of a premium luxury car, but with three choices - Lexus LS 460, the LS 460 long wheelbase, and, next spring, the hybrid LS 600h L.

"The second is in the area of our styling and design language, which is known as L-finesse. Our products have always had a high content of luxury and quality, and our dealers provide class-leading service, but our customers have viewed our styling as being somewhat conservative. So we've developed a new design language in L-finesse, and the result can be seen in new IS 250 and 350, in the ES 350, and in the GS 300 and 430. In the fall, it also will be seen in the new LS, which will comprise the most fluent and current statement so far of our design language."

"The final area of progress," Carter said, "is of equal importance. It's technology and performance, specifically with our hybrid applications."

That progress is coming in the form of the new Lexus LS 600h L, and is currently present in the Lexus RX 400h.

"This technology will be an important differentiator for us," Carter added. "It'll be something Lexus has that perhaps other manufacturers won't have in their lineups."

"Certainly it's a great time to be a luxury-car customer, because it's a competitive marketplace with a lot of options," concluded Carter. "One of our main jobs will be to look at the ways in which we can continue to evolve and expand the consumer experience. We not only want to provide the service that our customers expect, but to exceed those expectations to provide an unparalleled customer experience. But it all starts with the car. This new LS is a gorgeous vehicle - I'm so proud of this car. We feel that what Lexus stands for - service, quality, luxury and value - has us positioned very well for the future."

What better way to describe the evolution, and the future, of not only a fine automobile but a segment-leading brand.

previous page