Lexus New Chapter

After 32 years of unique innovation, Lexus culminates its rich history by drawing new lanes through the journey with an exceptional creative vision. As part of its ongoing endeavor to provide “Amazing Experiences”. Lexus reveals its new vision of the automotive industry in an innovative way that redefines its luxury brand, Lexus has worked through this experience to make the best use of cutting-edge technology to afford outstanding performance with direct sensation driving and to emphasize the Lexus team's passion for this extraordinary production.

In this new chapter of the career, Lexus focuses on four main axes of the automotive industry: "Modern Design", "Lexus Driving mode", "Modern Electrical Technologies" and "Advanced Technology" These axes play a significant role in Lexus’s development journey.

The Electrified Lexus Lexus has always led the automotive industry with its flagship hybrid technology that has achieved the highest level of control and dealing with the vehicle in a dynamic way that makes driving a fantasy pleasure. Lexus is now developing these advantages through new innovative of electrical technologies to improve the pleasure of driving, enhance driver-vehicle interaction and revolutionize the future luxury automotive industry. Taking advantage of the expertise and characteristics of its hybrid collection and developing and creating unlimited future expectations for the specifications of its vehicles. Lexus’s future intentions and plans are clear and easy to understand, but the challenge is the difference that Lexus has embodied in restoring the design language in its cars and adding highly sophisticated electrical technologies and more advanced automated technology systems to provide a dynamic leadership experience to enhance its customers' passion for the brand.

The vision The essence of Lexus' new vision is reflected in the idea of changing paths and following all the ways in which these paths lead, seeking to evoke the real pleasure of driving, and working to develop an advanced control system, create a sophisticated driving environment, and makes a basic leap in car performance, handling, and control, Lexus was inspired by the Japanese concept of “ta-zona”. "Ta-zona" is a Japanese concept that describes the extent to which the horseman controls his conscience through unleashing, which is the main control tool, Lexus focused on providing direct vehicle control by creating an interactive and integrated environment to stimulate the senses and imagination by following the principle of holding the wheel with both hands and keeping the eyes on the road. Also, Lexus' adoption of electrified models in its future cars is a landmark feature of its commitment to environmental thinking by raising the level of resource provision and recycling, seeking to find more efficient ways to contribute to a healthier and less polluted environment.

"Because Lexus sees the world from a unique point of view, it seeks to do something that has never been done before."