Is the new Lexus LC the radicalisation of the Lexus brand?
04 Aug 2017|24,363 views
It's not often that car manufacturers produce a radical new model capable of inciting a paradigm shift within the industry. Take for example, the R35 Nissan GT-R. When it was introduced, the GT-R had legitimate supercar-killing abilities - it had supercar performance, without the supercar pricetag.
You'd think that this would be especially difficult for a brand like Lexus, steeped in tradition and heritage. Yet, Lexus was responsible for producing the LFA, a monstrous beast of a car combining beauty, power and engaging handling.
Now, as the brand engages in a pivot towards becoming a premium luxury brand, Lexus is back with a new model - the new Lexus LC - that is set to challenge what we think of the brand moving forward. We speak to Chief Engineer Koji Sato, himself quite a radical character, to explore five reasons the new Lexus LC represents a radical change for the company.
1. The Lexus LC is the first model to pioneer the new Lexus
GA-L platform
The new Lexus LC sits on a new platform called the Global Architecture for Luxury (GA-L) platform. According to Sato-san, it's a modular platform that will underpin all future Lexus FR (front-engine, rear-wheel drive) models.
He tells us, "As the GA-L platform concept is modular, we can create smaller, wider, shorter or longer vehicles. We can also put bigger tyres, such as on the LC. The 726mm tyre diameter is almost the same as a crossover car's tyres." So technically, this platform is proportionally capable of underpinning future sport utility models, and not just the sedan and coupe body types.
What does this new platform mean for future Lexus FR models? Due to its significantly increased stiffness, models based on the GA-L platform will have enhanced handling, ride smoothness and cabin refinement. And perhaps more importantly, because of the shared platform, future Lexus FR models will have consistent and analogous characteristics that reflect the brand's pursuit for a more specific automotive flavour.
2. The LC reflects a new approach to engineering
When designing the new Lexus LC, Koji Sato approached it from a singular and different perspective, best summed up in a word that he consistently comes back to - emotional. As someone who owns and drives a Toyota Supra, Sato-san is keenly aware of what he calls the vehicle's 'taste'. Models like the Supra, which he says has a very 'natural and clear vehicle behaviour', along with cars like the BMW 6 Series, the Jaguar F-TYPE, the Maserati GranTurismo, and the Porsche 911, form references points from which he developed the LC.
However, it's important to note that these cars aren't seen as benchmarks. Lexus' intent and approach is to create a car with a unique taste, and that is of emotional driving. Lexus' present predominant brand image is one of high quality, good riding comfort and quietness. "With the LC, we are trying to shift the brand towards a more emotional direction," says Sato-san.
The LC is a symbol of that shift. When thinking about the car's design and engineering, Lexus views the car not just as a machine, but an extension of the driver's lifestyle that creates an emotional connection between man and machine. As Sato-san tells us, "The car is supporting daily life. When you are out dining, shopping, or dating, the car is with you every day. It is a symbol of your choices and preferences. Lexus is concerned with the entire experience, not just the car itself."
3. The new LC offers an emotional driving experience
As someone who is a keen driver, it's perhaps no surprise that several of the key engineering solutions on the LC reflect Sato-san's desire for a more emotional driving experience.
Take for example the choice of a Naturally Aspirated (NA) 5.0-litre V8 engine. When asked about it, Sato-san told us, "Of course, we have turbocharged engines, such as in the LS. That's one of the choices for the LC, but we didn't even give it a second thought. From the beginning, I decided to the use the V8 engine for the LC because the NA engine characteristic is the best. The reason why I chose the V8, quite simply, is because I like it."
The decision to use a 10-speed Automatic Transmission (AT) wasn't an intended choice from the get go. For Sato-san, the key was to develop an emotional rhythm to the car's driving characteristic. He experimented with an eight-speed AT, but the gear ratios were not close enough. Effectively, the LC needed seven closely-stacked gears to develop the kind of driving rhythm he envisioned - what he terms 'emotional acceleration'. Gears eight to 10 are the 'cruising gears', which allow the engine to operate at lower revs and reduce engine noise, thus making it quieter and more refined when cruising on the highway. In that sense, the 10-speed AT is the ideal solution for an all-encompassing emotional package that offers a perfect blend of dynamic driving and cruising comfort.
4. The brand wants to expand and transform its owner demographics
"Previously, Lexus has a great reputation among our customers. They love the Lexus brand values - high quality, comfortable, reliable. That is the brand value. We don't want to lose these customers," Sato-san tells us. "But recently, lifestyle trends are moving quickly and constantly changing. We at Lexus have always been following and supporting our customers' lifestyles, but now we want to get ahead of them to provide emotional excitement and to spice up their lives. For that, we need a better car."
With the LC, Lexus is opening the door to a new Lexus identity. With its brave design, imaginative technology, performance and Takumi craftsmanship, Lexus is looking to appeal to a very different audience.
As Sato-san points out to us, luxury segment buyers are looking for particular 'purchase reasons'. Increasingly, it's not enough to produce cars that are well-balanced and above average across all areas, but lacking a unique quality about them. The LC is a kind of a trial in creating what he terms an 'unbalanced vehicle', meaning one that has specific qualities and emphasis about them to appeal to these buyers. In the case of the LC, it is the car's design and its handling qualities.
5. A radical new Lexus
Ultimately, the LC wants to challenge our notion of what the brand is and what it represents. It's a forward-looking car with grand intentions. And this stems from the very top as Akio Toyoda, President, Toyota Motor Corporation, is incredibly passionate in creating a better, more luxurious lifestyle car, Sato-san tells us. Much effort and attention have been paid by him to transform the Lexus brand, and to create something that is new and special.
"That's the reason for the LF-LC study (from which the LC stemmed)," says Sato-san. "It shows the direction that we want to take for Lexus. It's a more brave design - we wanted to create something singular, not like others. With the whole design, we need to have a clear and unique message that is our own."
With the Lexus LC, the brand has proven its willingness to embrace change and be different. The brand's commitment from taking a radical study concept and making it a reality shows that it recognises the need for a radical re-envisioning for what the brand represents.
To be clear, the Lexus LC isn't going to have a significant impact on the business side of things for Lexus. It's a low-volume model with a niche audience, and sales will be insignificant in comparison to the rest of its present model range.
However, the new car is highly important from a branding perspective. It offers a window into the brand's transformation. It highlights a fresh, new perspective with which the brand will approach its future models, from both a design and engineering point of view. Viewed as such, the LC is a sample of that pursuit of Lexus uniqueness. From now, that's the character of future Lexus products, as the brand forges ahead in creating a more precise and clear brand profile, one that emphasises emotionality, individuality and personality.
It's not often that car manufacturers produce a radical new model capable of inciting a paradigm shift within the industry. Take for example, the R35 Nissan GT-R. When it was introduced, the GT-R had legitimate supercar-killing abilities - it had supercar performance, without the supercar pricetag.
You'd think that this would be especially difficult for a brand like Lexus, steeped in tradition and heritage. Yet, Lexus was responsible for producing the LFA, a monstrous beast of a car combining beauty, power and engaging handling.
Now, as the brand engages in a pivot towards becoming a premium luxury brand, Lexus is back with a new model - the new Lexus LC - that is set to challenge what we think of the brand moving forward. We speak to Chief Engineer Koji Sato, himself quite a radical character, to explore five reasons the new Lexus LC represents a radical change for the company.
1. The Lexus LC is the first model to pioneer the new Lexus
GA-L platform
The new Lexus LC sits on a new platform called the Global Architecture for Luxury (GA-L) platform. According to Sato-san, it's a modular platform that will underpin all future Lexus FR (front-engine, rear-wheel drive) models.
He tells us, "As the GA-L platform concept is modular, we can create smaller, wider, shorter or longer vehicles. We can also put bigger tyres, such as on the LC. The 726mm tyre diameter is almost the same as a crossover car's tyres." So technically, this platform is proportionally capable of underpinning future sport utility models, and not just the sedan and coupe body types.
What does this new platform mean for future Lexus FR models? Due to its significantly increased stiffness, models based on the GA-L platform will have enhanced handling, ride smoothness and cabin refinement. And perhaps more importantly, because of the shared platform, future Lexus FR models will have consistent and analogous characteristics that reflect the brand's pursuit for a more specific automotive flavour.
2. The LC reflects a new approach to engineering
When designing the new Lexus LC, Koji Sato approached it from a singular and different perspective, best summed up in a word that he consistently comes back to - emotional. As someone who owns and drives a Toyota Supra, Sato-san is keenly aware of what he calls the vehicle's 'taste'. Models like the Supra, which he says has a very 'natural and clear vehicle behaviour', along with cars like the BMW 6 Series, the Jaguar F-TYPE, the Maserati GranTurismo, and the Porsche 911, form references points from which he developed the LC.
However, it's important to note that these cars aren't seen as benchmarks. Lexus' intent and approach is to create a car with a unique taste, and that is of emotional driving. Lexus' present predominant brand image is one of high quality, good riding comfort and quietness. "With the LC, we are trying to shift the brand towards a more emotional direction," says Sato-san.
The LC is a symbol of that shift. When thinking about the car's design and engineering, Lexus views the car not just as a machine, but an extension of the driver's lifestyle that creates an emotional connection between man and machine. As Sato-san tells us, "The car is supporting daily life. When you are out dining, shopping, or dating, the car is with you every day. It is a symbol of your choices and preferences. Lexus is concerned with the entire experience, not just the car itself."
3. The new LC offers an emotional driving experience
As someone who is a keen driver, it's perhaps no surprise that several of the key engineering solutions on the LC reflect Sato-san's desire for a more emotional driving experience.
Take for example the choice of a Naturally Aspirated (NA) 5.0-litre V8 engine. When asked about it, Sato-san told us, "Of course, we have turbocharged engines, such as in the LS. That's one of the choices for the LC, but we didn't even give it a second thought. From the beginning, I decided to the use the V8 engine for the LC because the NA engine characteristic is the best. The reason why I chose the V8, quite simply, is because I like it."
The decision to use a 10-speed Automatic Transmission (AT) wasn't an intended choice from the get go. For Sato-san, the key was to develop an emotional rhythm to the car's driving characteristic. He experimented with an eight-speed AT, but the gear ratios were not close enough. Effectively, the LC needed seven closely-stacked gears to develop the kind of driving rhythm he envisioned - what he terms 'emotional acceleration'. Gears eight to 10 are the 'cruising gears', which allow the engine to operate at lower revs and reduce engine noise, thus making it quieter and more refined when cruising on the highway. In that sense, the 10-speed AT is the ideal solution for an all-encompassing emotional package that offers a perfect blend of dynamic driving and cruising comfort.
4. The brand wants to expand and transform its owner demographics
"Previously, Lexus has a great reputation among our customers. They love the Lexus brand values - high quality, comfortable, reliable. That is the brand value. We don't want to lose these customers," Sato-san tells us. "But recently, lifestyle trends are moving quickly and constantly changing. We at Lexus have always been following and supporting our customers' lifestyles, but now we want to get ahead of them to provide emotional excitement and to spice up their lives. For that, we need a better car."
With the LC, Lexus is opening the door to a new Lexus identity. With its brave design, imaginative technology, performance and Takumi craftsmanship, Lexus is looking to appeal to a very different audience.
As Sato-san points out to us, luxury segment buyers are looking for particular 'purchase reasons'. Increasingly, it's not enough to produce cars that are well-balanced and above average across all areas, but lacking a unique quality about them. The LC is a kind of a trial in creating what he terms an 'unbalanced vehicle', meaning one that has specific qualities and emphasis about them to appeal to these buyers. In the case of the LC, it is the car's design and its handling qualities.
5. A radical new Lexus
Ultimately, the LC wants to challenge our notion of what the brand is and what it represents. It's a forward-looking car with grand intentions. And this stems from the very top as Akio Toyoda, President, Toyota Motor Corporation, is incredibly passionate in creating a better, more luxurious lifestyle car, Sato-san tells us. Much effort and attention have been paid by him to transform the Lexus brand, and to create something that is new and special.
"That's the reason for the LF-LC study (from which the LC stemmed)," says Sato-san. "It shows the direction that we want to take for Lexus. It's a more brave design - we wanted to create something singular, not like others. With the whole design, we need to have a clear and unique message that is our own."
With the Lexus LC, the brand has proven its willingness to embrace change and be different. The brand's commitment from taking a radical study concept and making it a reality shows that it recognises the need for a radical re-envisioning for what the brand represents.
To be clear, the Lexus LC isn't going to have a significant impact on the business side of things for Lexus. It's a low-volume model with a niche audience, and sales will be insignificant in comparison to the rest of its present model range.
However, the new car is highly important from a branding perspective. It offers a window into the brand's transformation. It highlights a fresh, new perspective with which the brand will approach its future models, from both a design and engineering point of view. Viewed as such, the LC is a sample of that pursuit of Lexus uniqueness. From now, that's the character of future Lexus products, as the brand forges ahead in creating a more precise and clear brand profile, one that emphasises emotionality, individuality and personality.
Thank You For Your Subscription.