• Lexus attention to detail produces unique, brand-defining quality and is key to delivering amazing experiences to customers
• The campaign includes films for cinema, television and online channels, featuring the new Lexus RZ electric luxury SUV 

Where Lexus is concerned, details make the difference and are key to its philosophy of “making luxury personal”. This is the message conveyed in a new pan-European brand campaign that illustrates how Lexus’ attention to detail and application of master craftsmanship techniques give its luxury products special quality and appeal.

The campaign, entitled “Details”, uses the recently launched new Lexus RZ luxury SUV to present impactful examples of Lexus’ human-centred innovation and unwavering focus on detail that delivers the brand’s famous Omotenashi hospitality – unparalleled comfort and convenience for everyone, on every journey.

For Lexus, details are not small things, they are everything; and when they combine, they create amazing experiences for Lexus customers.

The campaign, developed in collaboration with T&P, includes master films for cinema, television and online video, together with a rich suite of social assets and stills. They present a deconstruction of the RZ to focus in on contrasting elements in the car, each one demonstrating Lexus’ commitment to perfecting the details.

They include Lexus’ groundbreaking steer-by-wire system and radical new steering wheel design; advanced sonic paint technology that produces an exceptionally deep and lustrous finish; the measures taken to produce a supremely quiet and serene cabin environment; and the design of the Lexus signature L-shaped headlight units.

Lexus, long-established at the forefront of luxury automotive innovation, blends cutting-edge technology with exquisite, distinctive design and unmatched quality. The campaign details these achievements and will inspire discerning consumers to appreciate the artistry and dedication that are invested in every Lexus vehicle.

Filip Belmans, Lexus Europe Head of Brand, said: “With the “Details” campaign we highlight how meticulous attention to every detail makes Lexus cars truly special. The new RZ showcases this philosophy, bringing together design, comfort and quality with advanced technologies such as steer-by-wire to deliver superior driving and, ultimately, the Lexus ‘Amazing Experience’.”

Andre Moreira, Global Chief Creative Officer at T&P, said: “We wanted to move away from the usual ‘car on a winding road’ tropes and look under the skin of what makes a Lexus so unique. By deconstructing the car, we’re showing that these aren’t just technical specs, they are the result of real human obsession. When you see how much care goes into a single stitch or the way the light hits the paint, you realize that ‘Experience Amazing’ isn't just a slogan; it’s a promise that every tiny detail has been considered.”

Lexus reaffirmed its strategic status as the battery electric vehicle technology leader in the TOYOTA group with the announcement today of technical innovations it will bring to Europe’s BEV market in the coming year.

Hosting the world premiere of its new RZ luxury electric SUV in Brussels, the company revealed that this model will introduce both a steer by wire system and Interactive Manual Drive, a software-based system which replicates the experience of manual gear shifting. These innovations demonstrate how Lexus is combining advanced hardware and cutting-edge software to realise its ambitions to develop software-derived vehicles.

The RZ will be one of three new BEVs Lexus will launch in the next 12 months.

These announcements were made against the backdrop of record sales achievements and rapid growth in customer demand for Lexus’ battery electric and plug-in hybrid models.

Speaking to international media today, Pascal Ruch, Lexus Europe and Value Chain Vice President, said: “Lexus contribution to this strategy is key, not only in the number of vehicles but also in advancing the electrified technologies. While focusing on electrification and delivering the essential joy of driving, or creating new driving experiences, we remain vigilant and attentive to our customers’ voice.

“With this in view, we follow the principle of ‘the right product, in the right place, at the right time, leaving no one behind’.”

Record market performance

Lexus’ multi-pathway strategy of giving customers a range of electrified powertrain options has helped deliver record-breaking sales both in Europe and globally, benefit of the brand’s strongest model line-up yet. In 2024, its European performance reached a new high, rising by up to 20% on the previous year’s total to more than 88,000 units, making it one of the fastest-growing automotive brands in the region. These results also secured a 2.5% market share, Lexus’ largest yet.

Key contributors to this success were the all-new LBX compact crossover, which sold almost 24,000 units in 2024; plug-in hybrid (PHEV) models, which accounted for 20% of the sales total; and battery electric models, which doubled their sales volume compared to the previous year.

The strong performance in Europe made a significant contribution to delivering new record global sales for the brand, which increased by 3.3% to more than 850,000 vehicles.

The sales momentum has continued into 2025, with results from the first two months showing sales again rising by more than 20%.

The new Lexus RZ

The new RZ makes advances in all areas, reflecting Lexus’ role as the TOYOTA group’s leader in battery electric vehicle technologies to bring innovation and excitement to the driving experience.

It is the first model to offer Lexus’ new steer-by-wire system. This provides easy, smooth and intuitive control with approximately 200 degrees of turn from neutral to left or right lock.

It will also debut Lexus’ new Interactive Manual Drive, a virtual manual gear shift system. This will be available in the RZ 550e F SPORT, the performance flagship of the new range. The driver will use paddle shifts as if operating a mechanical eight-speed transmission, helping maximise the rewards of the all-wheel drive powertrain.

Lexus has also made enhancements to the DIRECT4 intelligent all-wheel drive system. With the rear eAxle now delivering power comparable to the front, there is even more flexibility in the distribution of front-rear driving power.

A complete revision of the RZ’s BEV system includes a higher capacity 77.0 kWh lithium-ion battery which will help deliver up to an additional 100 km of driving range (depending on the model and final homologation). Together with a new battery pre-conditioning function and a more powerful, 22 kW onboard charger, this will also reduce charging times.

Lexus has also enhanced the DIRECT4 intelligent all-wheel drive system. With increased rear eAxle power, there is greater flexibility in the balance front-rear drive torque, increasing stability and traction and raising the level of driver rewards.

The new RZ will be introduced in Europe from Autumn 2025.
 

• Lexus named most reliable brand for a seventh time in the UK annual What Car? Survey
• Lexus scored 98.3% in the survey covering 32 brands and 178 models
• First generation NX achieved 99.8%, followed by the all-new NX with 99.4%, and the UX with 99.3%

Fashions come and fashions go, but with each year that passes Lexus reliability remains constant. The lasting quality of its vehicles has been validated yet again with the number one ranking in the annual What Car?  Reliability Survey for a seventh time.

Claire Evans, What Car? consumer editor and the person behind the survey, said the following: "If reliability is your priority, a Lexus model is the best choice. Not only do its models rarely go wrong, but when they do its dealerships resolve all issues swiftly and at no cost to owners. It is the brand that leads the field for dependability."

Almost 22,000 motorists took part in the leading consumer champion and car-buying platform in the UK 2023 study into the cars which perform best and worst when it comes to faults. The results, covering 32 brands and 178 different models up to five years old, showed Lexus achieving an unmatched score of 98.3 per cent, taking into account not just the number of problems experienced, but also how long they took to put right and the cost of repairs.

Lexus excelled in the survey’s categories, most notably in the family SUV class where the first generation NX came top with 99.8 per cent; the all-new, current NX second with 99.4 per cent; and UX third with 99.3 percent. The Lexus RX was placed second among large SUVs on 98.6 percent.  All of these are self-charging hybrid electric models – the powertrain technology the survey found to be the most reliable and simplest to repair when an issue does arise.

The Lexus IS saloon may no longer be on sale, but owners still appreciate its durability: it topped the executive car class with a 98 per cent score.

Matsuyama’s landmark win was sealed at the final hole in the final round of the competition, which took place at its traditional home, the Augusta National Golf Club in Georgia, USA. Winning by a single shot with a 10-under-par score, he was duly accorded the honour of wearing the famous Green Jacket, reserved exclusively for the Masters’ victors.

The Masters is one of the four most prestigious tournaments in professional golf, known collectively as “The Majors.” It is the first to be held each year, during the second week of April, followed by the PGA Championship in May, the US Open in June and The Open Championship in the UK in July.

Matsuyama, 29, turned professional in 2013 and has been supported by Lexus since 2014. Commenting on his victory, he said: “I had been nervous all day since the morning (of the tournament’s final day) and I stayed nervous all the way to the end. I am glad I was able to play well in front of my family and friends in Japan. Although I hadn’t (until now) been able to win a Major, I have a feeling that my victory in The Masters will lead to a change in the mindset of young golfers in Japan as well. I want to win more and more. I appreciate you all. Thank you!”

Congratulating Matsuyama on his success, Akio Toyota, President, Toyota Motor Corporation, said: “Seeing you greeted by applause from so many members of the gallery when you secured your victory on the final hole, I, too, was overjoyed. You had continued taking up the challenge of fulfilling your dream of aiming for a win in the Majors. Although I don’t think the road to this point was an easy one, you kept up your passion for winning a Major, finally grasping victory.

“After you retrieved the ball, I watched as you shared your joy with your support staff. I was immensely impressed by the smiles on everyone’s face. I believe that your dream, before everyone realised it, had become the dream of many people. We are very happy to have been among those people. Sensing your flood of emotions in the ‘thank you!’ of your winner’s statement filled me, as well, with emotion.

“For the first win by a Japanese golfer in a Major championship, and for your continued effort no matter what, I would like to tell you from the bottom of my heart that is we who say, ‘thank you!’ I sincerely congratulate you!”.

It describes the challenges it faced when first seeking to enter the luxury market, and how it has drawn on the Japanese traditions of omotenashi hospitality and takumi craftsmanship to bring unique qualities to the cars it makes and the services it provides.

Key achievements are highlighted: the introduction of the original RX, the model which founded the concept of the luxury SUV; the RX 400h, the world’s first hybrid electric luxury vehicle; and the LFA, the hand-built supercar which defined Lexus’ approach to high-performance engineering.

As the brand has moved into global markets, so it has continually reconsidered the qualities expected of a luxury brand, always taking a human-centred approach and going beyond the making of cars to give its customers amazing lifestyle experiences.

The film gives an enhanced 2D experience and can be viewed on smartphones, tablets or PC/Mac devices. When using a smartphone to view, rotate the screen to enjoy the best 360-degree experience. On a tablet, you can use your finger to move the screen to achieve the 360-degree effect. If viewing on a PC/Mac computer, the mouse can be used to move the image view.

As a leading luxury brand, Lexus has always been curious about what those notions are and has consistently sought to anticipate luxury consumers’ expectations. “From the very beginning, our greatest curiosity hasn’t been machines, it’s been people,” said Lisa Materazzo, vice president of Lexus marketing in the USA. “What moves them? What makes them tick? It’s the inspiration for everything we do. From the products we craft to the dealership experience, it’s what makes us uniquely Lexus.”

As part of ongoing efforts to exceed expectations, Lexus USA commissioned a study of more than 3,200 Americans from Gen Z to Baby Boomers. According to the study, exceptional experiences and quality top the list of demands. But new must haves have also entered into Americans’ future luxury expectations, including time for the occasional “digital detox,” a desire to be unique and an increased focus on wellness.

Amazing Experiences, Exceptional Quality

Simply put, luxury has always been about exceptional quality and, more recently, experiences over possessions. They are the single most inherent features of luxury and are the top “must-haves” for luxury brands, according to the study findings.

Most Americans (56%), feel that luxury is better described as a lifestyle of experiences than a collection of belongings. This trend is projected to continue, as the majority of Americans (73%) believe that identifying luxury with experiences over belongings will be just as, if not more, important in the next decade.

Indeed, looking to the future, successful luxury brands will differentiate themselves with quality experiences and service, not just quality products. A full 86 percent of Americans expect luxury brands to provide exceptional experiences¾from being highly responsive to customers’ needs, providing expert support, and focusing on the details; to the personal touch, such as knowing the customer’s name and preferences and even attention to the sensory, such as scent, lighting and mood.

The New Luxury: Digital Detox

Americans love their digital devices and will continue to demand and value technological advances that allow them to connect more seamlessly. That said, the dependency on these devices also has many feeling the pressure to be “plugged in” at all times. This might be why, in the next decade, almost three times as many people will associate luxury with the opportunity for the occasional “digital detox” time to voluntary refrain from social media, news, email and the internet from time-to-time.

To Know Me is to Love Me: Personalization

Americans want personalization to be built into the purchase process. Thinking ahead to the future, almost all (93%) expect to see just as much, if not more, features from luxury brands allowing them to make special requests. In fact, more than half (51%) are hoping to see additional tools and innovation supporting ways to customize their online luxury orders.

Having an Impact: Environment and Sustainability

Most Americans expect luxury brands to have environmentally friendly manufacturing processes (81%). More than seven in 10 also believe luxury brands should act like leaders on issues surrounding sustainability (71%).

And, they are open to innovative materials to help satisfy their demand for more sustainable manufacturing practices. In fact, nearly half (48%) look to see more original materials like faux leather and lab-grown diamonds in the future.

Scrutiny on how luxury brands embody “green” behaviour is expected to intensify. Looking into the future, this expectation as a luxury requirement increases by 8 percentage points, with a nearly a third (30%) saying it will be essential.

Some product categories are also held to a higher standard than others. Americans are more likely to say being environmentally friendly is more of a “must-have” for luxury brands in categories such as beauty/cosmetics, food and beverage, and automotive.

An Empowered Way of Living: Personal Enjoyment

The concept of luxury goes beyond what is tangible, with many Americans considering the freedom to enjoy oneself and focus on what’s important to be a luxury.

Those numbers are expected to increase in the next 10 years, with 51 percent saying time to enjoy oneself and 50 percent saying the freedom to focus on health and wellness will become even more of a luxury.

Looking Further: The Year 2050

Thirty years from now, Americans predict mind-reading technology, space travel and flying cars will be luxury symbols. Indeed, advanced technology leads the list in terms of what luxury is expected to look like in the year 2050. Top on the list are:

• Devices for mind reading
• Space vacations
• Flying cars
• Dream recording technology
• Brain implant devices to aid memory

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The heart of the brand’s presence at the Venice Festival will be the Lexus Lounge set up on the Biennale Terrace, where the two flagship models, the LC coupe and the LS sedan, will be displayed. Furthermore, an all-hybrid fleet of 40 vehicles will be provided for VIP and guests transfers during the festival.

The President of the Jury, the actress Annette Bening, will arrive at the festival on board of the brand new LS 500h hybrid.

“We are proud to take part in such a prestigious event, capturing the attention of the world during eleven days”, said Luigi Lucà, Director Lexus Italy. “We share many values with the movie world. Just like actors and directors, we want to improve and refine our art every day, mixing style, elegance and attention to detail to convey unique emotions and create amazing experiences.”