• Shimoyama is the new international headquarters for Lexus vehicle development in Japan
• State-of-the-art, purpose-built facility brings all Lexus functions under one roof for the first time, including R&D and design 
• Opening coincides with the 35th anniversary year of the Lexus brand 
• Shimoyama is also a new home for TOYOTA GAZOO Racing vehicle development 
• Site includes high-speed test track and routes replicating different road types from around the world 
• Development undertaken in harmony with the local natural environment 

Lexus has completed its move to a new headquarters at Shimoyama, a state-of-the-art, purpose-built development in a mountainside location close to Toyota City in Japan. This landmark in the history of Lexus coincides with the 35^th anniversary year of the founding of the international luxury brand.

For the first time, all Lexus operations (sales, marketing, planning) have been brought together under one roof, including research and development and design. This promises to foster even stronger and quicker co-operation between the teams, enabling swift delivery of development prototypes and production models, including the next generation of Lexus cars. 

Development work will be further supported by the adjacent Shimoyama testing ground, operational since 2021, which includes a high-speed course and a network of routes which replicate the different types of roads and surfaces found around the world. This has already proved invaluable in delivering the Lexus Driving Signature – comfort, confidence and control for the driver at all times – in models including the all-new LBX, latest generation NX and fully electric RZ.

Lexus is joined by TOYOTA GAZOO Racing in the new Vehicle Development Building, constructed on the western side of the Shimoyama site. The ground floor is home to a series of vehicle bays, designed to emulate the look and feel of the pit garages at the legendary Nürburgring circuit in Germany – a location that’s been used in the development and fine-tuning of both GR and Lexus models. It’s a place where members from all business functions can work together, assessing vehicles on the test tracks and collaborating on test and development to produce ever-better cars.

Speaking at the official unveiling ceremony earlier this year, Akio Toyoda, Toyota Motor Corporation Chairman, said: “Around 3,000 people, including development members and test drivers from Lexus and GAZOO Racing, will drive, break and improve cars here. Although Shimoyama is not a production plant, cars made here will be driven on every road in the world and bring smiles to many people’s faces.”

The western area is also home to visitor building, a venue for creative collaboration with business partners and suppliers. It also provides an open space for innovation, encouraging new ideas by giving people the chance to interact close-up with the cars.

Maintaining and managing the natural environment was a prime consideration during the development process. This included preserving trees and greenery that cover approximately 60% (650 ha) of the site, as well as creating new green areas. An environment learning centre has also been constructed for use as a venue to engage with local communities.

SHIMOYAMA FACTS AND FIGURES

Even within a year from our launch, we established a presence in 17 different countries, including in Europe, while today the number is more than 90, making us a luxury brand with genuine international recognition.

The expansion continues today, not just in the automotive world, but taking our commitment to luxury, creativity and innovation into many different fields, on our way to become a global luxury lifestyle brand.

2021

• BRAND - The LF-Z Electrified concept introduces the Lexus Electrified vision. Lexus passes the milestone of 2 million global sales of electrified vehicles and announces plan to sell only BEVs globally by 2035, and in Western Europe, USA and China by 2030. Launch of joint air racing team with competition pilot Yoshihide Muroya. 
• CARS - Reveal of the second generation NX, featuring Lexus' first Plug-in hybrid, the NX 450h+, which sets new benchmarks in the segment in terms of range and efficiency. Premiere of the all-new LX flagship SUV, with all-around improvements in off-road and on-road performance and first ever VIP grade. The LC Convertible is named Best Luxury Car of 2021 in the Women's World Car of the Year awards. 
• INNOVATIONS - Reveal of hydrogen-powered ROV Concept, created for fun and eco-friendly adventures. New developments in platform and powertrain technologies elevate the Lexus Driving Signature, the new standard for dynamic performance of all future Lexus models.

2020

• BRAND - Lexus celebrates the 10 years anniversary of the LFA and surpasses one million cumulative sales in Europe. ‘Takumi Living’, an exclusive documentary on Lexus' quest for ultimate craftsmanship, is released online.
• CARS - European debut of the stunning LC Convertible, of Lexus' first full-electric car, the UX 300e, and of the new LS, the latest update of the Lexus flagship sedan.
• INNOVATIONS - Lexus reveals the DIRECT 4 next-generation electric drive control technology

2019

• BRAND - Marking thirty years of amazing experiences, in February Lexus announces its 10 millionth vehicle sale. Key to this growth is the world’s widest range of electrified luxury hybrid cars. More than 1.6 million Lexus Self-Charging Hybrids have been sold since 2005. Lexus showcases its vision of future electrification with the LF-30 Electrified Concept.
• CARS - The new RC F Track Edition coupé is 55 kilos lighter than the standard RC –and features exclusive motorsport-inspired carbon fibre styling. It makes its European debut at the Geneva Motor Show alongside the new LC Convertible Concept.
• INNOVATIONS - The pioneering new RX luxury SUV offers segment-leading levels of safety provided by the world’s first BladeScan-type Adaptive High-beam System (AHS) and latest Lexus Safety System +.

2018

• BRAND - Lexus breaks new ground with its ‘Driven by Intuition’ commercial for the new ES, the world’s first advert written entirely by artificial intelligence (AI).  THE LOFT by Lexus and Brussels Airliners opens at Brussels Airport, marking the next milestone for the Lexus luxury lifestyle brand.
• CARS  - Inspired by the design of the LS flagship sedan and LC luxury coupé, the provocative yet elegant new ES executive sedan is the first ES to be introduced to Western and Central Europe. Especially designed for European urbanites, the new UX compact crossover displays a fresh yet dynamic approach to contemporary luxury, while the LF-1 Limitless concept explores the future of Lexus luxury SUV design and innovation.
• INNOVATIONS  - The UX 250h and ES 300h are launched with fourth generation Lexus Self-Charging Hybrid powertrain. Both hybrids feature an incredibly efficient petrol engine, new hybrid transaxle, new compact battery and new power control unit. Both are also capable of running in zero emissions mode for up to 50% of the time.

2017

• BRAND - The Lexus Sport Yacht concept is launched in Miami Beach, USA, and is followed shortly afterwards by a futuristic Lexus Skyjet in “Valerian and the City of a Thousand Planets”, a science fiction film set in the 28th century.
• CARS - The all-new Lexus LS embraces Japanese ‘Takumi’ craft forms such as Kiriko cut glass for interior trim and Origami handwork for the hand-pleated door panels. Exquisite laser-cut marquetry is perfected for the ‘Art Wood’ decoration on the new flagship sedan.
• INNOVATIONS - The advanced Lexus Safety System + A are launched with the all-new Lexus LS flagship sedan. The safety elements include Pre-Collision System with Pedestrian Alert and Active Steering Assist, Lexus Co-Drive (Lane Tracing Assist with the Dynamic Radar Cruise Control) and Front Cross Traffic Alert.

2016

• BRAND - Lexus forms a creative collaboration with the actor Jude Law to launch the “The Life RX”. The international promotional campaign is designed to amplify the qualities and appeal of the new luxury SUV, the 2016 Lexus RX.
• CARS - The production version of the LF-LC, the Lexus LC, is unveiled.
• INNOVATIONS - Lexus develops its Multi Stage Hybrid System for the LC 500h coupé and LS 500h flagship sedan, a next-generation drivetrain technology designed specifically for high-performance vehicles.

2015 

• BRAND - Lexus partners with experts in superconductor technology to create one of the most advanced hoverboards ever developed. The project forms part of its ‘Amazing in Motion’ international brand campaign. Lexus becomes the first vehicle manufacturer to win the "Best Entertaining" honour in the Milano Design Awards for its "Lexus – A Journey of the Senses" exhibit at Milan Design Week.
• CARS - The fourth generation RX is launched. The visionary Lexus LF-FC (Lexus Future-Flagship Car/Fuel Cell) Concept offers a glimpse of the design and technology under consideration for a future flagship sedan that could reach the market around the end of the decade.
• INNOVATIONS - Lexus introduces the Lexus Safety System + package of advanced active safety features, designed to help prevent accidents happening and lessen the consequences if an impact does occur. Features include a Pre-Collision System, Lane Departure Alert and an Adaptive High-beam System. 

2014

• BRAND - Lexus collaborates with the multi-facetted and highly talented will.i.am for the Striking Angles campaign for the new NX crossover. The musician-artist designs a one-off version of the car that is unveiled during Paris Fashion Week. In the UK, Lexus is ranked first in the What Car?/ J D Power customer satisfaction for a 12th year.
• CARS - The Lexus NX crossover and RC F high-performance coupé are launched. At the Geneva Motor Show, Lexus also showcases the iridescent, rainbow-adorned RC F GT 3 race car.
• INNOVATIONS - The Lexus Torque Vectoring Differential (TVD) is the world’s first torque transfer-type torque-vectoring system to be installed in a front-engined, rear-wheel drive sports coupé. TVD enhances traction and control for extraordinary levels of handling and performance.

2013

• BRAND - Located in Tokyo’s fashionable Aoyama district, INTERSECT BY LEXUS opens, looking beyond the traditional car showroom to give visitors a chance to experience the lifestyle around the Lexus brand without having to get behind the wheel.
• CARS - The third-generation IS sedan is launched.

2012

• BRAND - The final Lexus LFA is completed on December 14, 2012, ending the supercar’s production run of 500 units.
• CARS - World premiere of LF-LC concept vehicle in Detroit which is named best concept car in the annual EyesOn Design Awards at the North American International Auto Show in Detroit. A hallmark of Lexus design innovation, the sporty mesh of the Lexus spindle grille is a daring visual statement that is now a brand-defining element on every Lexus. The feature is first introduced on the GS sedan establishing a new, stylish and provocative identity for Lexus.

2011

• BRAND - A unique Lexus full hybrid LS 600h L Landaulet featuring a one-piece, transparent polycarbonate roof serves as the official Royal Wedding car on the occasion of the marriage of His Serene Highness Prince Albert II of Monaco.
  CARS - The first LFA V10-powered production car arrives in Europe, one of only 500 hand-built supercars that are planned for production. The CT 200h, the world’s first full hybrid luxury compact, becomes Lexus fifth hybrid to go on sale in Europe.
  INNOVATIONS - Lightweight, balanced, powerful and amazing to drive, the Lexus LFA supercar features advanced Carbon Fibre Reinforced Plastic (CFRP) construction for its chassis and bodywork to deliver a light, incredibly strong and impact-resistant structure.

2010

• CARS - World premiere of the CT 200h hybrid luxury compact at the Geneva Motor Show.

2009

• CARS -  Lexus presents its LF-Ch hybrid concept car at the Frankfurt Motor Show, signaling its interest in launching its first model to compete in the European C-premium market. Lexus introduces the third-generation RX 350 and RX 450h, reinventing the vehicle that created the luxury SUV market. The all-new IS 250C hard-top convertible and the all-new third-generation GS 460 go on sale.
• INNOVATIONS - The LFA team takes their V10 supercar prototype to the Nürburgring in Germany and compete in the legendary 24-hour endurance race “to get more feedback on the production car,” as Akio Toyoda says. The LFA, which finishes an impressive 18th in the race, turning heads immediately, and prompting universal acclaim.

2007

• BRAND - The LS 460 is voted “World Car of the Year 2007”.
• CARS - The new IS F, the first of Lexus’  ‘F’-marque cars is launched in Europe at the Geneva Motor Show.
• INNOVATIONS - The LS 600h and LS 600h L take V8-powered Lexus Hybrid Drive technology into the super-premium limousine market.

2006

• CARS - The LS 460, the fourth-generation of the Lexus flagship sedan, is launched and features the world’s first eight-speed automatic transmission. The new RX 350, replacing the RX 300 offers greater fuel economy, acceleration and improved driving dynamics.
• INNOVATIONS - The world’s first high-performance luxury hybrid sedan is launched. The GS 450h offers a unique combination of performance, economy and low emissions. Four world firsts in advanced safety technology are introduced with the new LS: Advanced Obstacle Detection System, Emergency Steering Assist, Rear Pre-Crash Safety system and Driver Monitoring System.

2005

• BRAND - This year the Lexus brand launched in Japan and becomes an instant success. In its home market, Lexus successfully developed a network of 143 new dealerships and trained2,000 high performing employees, from sales people on the shop floor to engineers.
• CARS - Lexus’ L-finesse design philosophy is applied to new production vehicles – the second-generation IS and third-generation GS sedans.
• INNOVATIONS - The second-generation Lexus IS becomes the world’s first car to be fitted with a twin-chamber front passenger airbag, designed to deliver greater protection to the neck and shoulders in an impact.

2004

• BRAND - Lexus’ L-finesse design direction is unveiled, inspired by traditional Japanese aesthetic values.
• CARS - The LF-C concept makes its debut at the New York Motor Show, establishing the hallmarks of the new Lexus design direction, incisive simplicity and advanced technology.
• INNOVATIONS - The RX 400h is launched – the world’s first luxury hybrid SUV. Its Lexus Hybrid Drive powertrain gives it the fuel consumption and emission levels of a much smaller, compact vehicle.

2003

• CARS - An all-new RX 300 goes on sale in Europe. By June 2003, Akio Toyoda, Chief Engineer Haruhiko Tanahashi and the late master driver Hiromu Naruse, were already test driving LFA prototypes.
• INNOVATIONS - Technology highlights on the second-generation RX 300 include air suspension, intelligent Adaptive Front Lighting, an automatic tailgate and Park Assist.

2002

• BRAND - In Germany, the IS sedan achieves a customer satisfaction index of 86%, the highest score of all cars listed in the JD Power survey. This year sees Steven Spielberg ask Lexus to help design a car for Tom Cruise to drive in his blockbuster movie, Minority Report, a film set in 2054.
• CARS - Without the support of Akio Toyoda, President and Member of the Board of the Toyota Motor Corporation, the legendary Lexus LFA supercar may never have been built. Approached for support in 2002 by the vehicle’s creators, Chief Engineer Haruhiko Tanahashi and the late master driver Hiromu Naruse, Toyoda-san quickly became the LFA’s primary champion.

2001

• BRAND - Lexus receives its first JD Power & Associates gold award in the UK.
• CARS - Lexus’ European model range expands to five cars with the launch of the SC 430 coupé-convertible. Its sleek lines and classic styling were created by the Lexus European Design Centre (ED²) in the South of France.
• INNOVATIONS - The SC 430 is equipped with an elegant, all-weather aluminium hardtop that can be retracted in 25 seconds.

2000

• CARS - The first generation RX 300 goes on sale in Europe.
• INNOVATIONS - Air suspension debuts on the new LS 430, in a system that maintained vehicle ride height regardless of the number of passengers or load level. It can be raised by 20 mm for uneven roads and automatically lowered at high speeds to improve aerodynamics.

1999

• CARS - The IS 200 compact sports sedan is introduced; the first Lexus model to be specifically developed for the European market.
• INNOVATIONS - IS 200 features the best of Lexus innovation and engineering, including aluminium driving pedals and chronometer-style instruments and the first use of LED rear lights.

1998

• BRAND - Lexus becomes the USA’s top-selling luxury brand for the first time, outperforming domestic manufacturers Cadillac and Lincoln.
• CARS - The RX 300 is launched creating a completely new market segment – the luxury SUV.
• INNOVATIONS - The RX 300 4x4 is fitted with a V6 3.0 litre VVT-i engine and an automatic transmission with Power, Normal and Snow modes. The European-specification LS 400 becomes the first car in the world to have satellite navigation fitted as standard.

1997

• INNOVATIONS - A V8 4.0-litre engine with VVT-i is used in the HPS concept car. This intelligent valve technology revolutionises efficient yet high-performance driving.

1995

• CARS - The second-generation LS 400 is launched. The philosophy of steady evolution of Lexus cars was evident in its design.
• INNOVATIONS - The second-generation Lexus LS 400 is also the first production car to feature a collapsible steering column. This patented innovation features a corrugated shaft coupling to absorb primary and secondary impacts in the event of a collision.

1993

• CARS - The new Lexus GS 300 is launched in Europe at the Frankfurt Motor Show.

1991

• BRAND - Lexus starts its dominance in JD Power customer satisfaction surveys in USA, becoming the first brand to win the ‘triple crown’ of sales satisfaction, initial quality and being rated overall top brand for customer satisfaction. Lexus becomes the USA’s number one luxury import brand, outselling BMW and Mercedes-Benz.
• CARS - A new coupé, the SC 400, is launched for the American market. Its design is the work of the CALTY centre in California.

1990

• BRAND - Lexus is launched in Europe with a single model range: the LS 400. In the US, Lexus launches its second model, the ES luxury sedan. 
• INNOVATIONS - On the LS 400, aerodynamic considerations lead to the underside of the vehicle having a smooth floorpan and a number of special fairings to direct airflow. This gives the LS 400 class-leading underbody aerodynamics.

1989

• BRAND - The Lexus brand is born.
• CARS - The first LS 400 is launched, incorporating hundreds of new patents and setting new standards for quality and value. Almost 3,000 are sold in the first month after launch.
• INNOVATIONS - At the Lexus Tahara plant in Japan, the welding process for the LS 400 is fully automated, making welds 1.5 times stronger than those on conventionally welded vehicles.

1988

• BRAND  - The brand name ‘Lexus’ is chosen to represent luxury and high-end technology. (Early suggestions included Alexis and Lexis.)

1987

• CARS - In May 1987, four years of development time and many full-sized clay models later, Lexus executives sign off on the final LS design.

1983

• BRAND - August 1983. At a secret meeting in Japan, Toyota’s Chairman Dr Eiji Toyoda sets a challenge to a team of strategists, engineers and designers: “Can we create a luxury car to challenge the very best?”
• CARS - More than 400 prototype vehicles are built, 100 are crash tested and more than 4.3 million test kilometres are driven in Japan, the USA and Europe.
• INNOVATIONS _ Over 1,400 engineers and 2,300 technicians rise to Toyoda-san’s challenge. Sixty designers, 24 engineering teams, and 220 support workers are engaged on the “F1” project. Every detail was exhaustively thought through – build tolerances were at least twice as accurate as competitors.

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.

Our quest for improvement has delivered many world-first technologies.

We invite you to discover 30 innovations we brought to the global auto industry.

1. THE FIRST LUXURY CROSSOVER: launched in 1998, the original Lexus RX 300 was the world’s first luxury crossover. It created a new market segment that today is contested by every major premium car manufacturer.
2. WORLD’S FIRST HYBRID LUXURY CAR: in 2005, the RX 400h became the world’s first luxury hybrid vehicle, featuring a revolutionary powertrain that combined a 3.3-litre petrol V6 engine with a powerful electric motor. Together these produced 273 DIN hp and a smooth, refined and quiet drive that was ideal for a premium quality vehicle.
3. FULL HYBRID V8 POWERTRAIN: the LS 600h was the world’s first full hybrid V8 car when it was introduced in 2007, giving performance that rivalled a conventional V12 model.
4. ADJUSTABLE STEERING WHEEL WITH INTEGRATED SRS AIRBAG: The 1989 Lexus LS 400 was the first car to feature a steering wheel with a supplementary restraint system airbag as well as a broad range of tilt and telescopic adjustment.
5. CLIMATE CONCIERGE: Lexus Climate Concierge is a multi-zone climate control system with automatic adjustment of the cabin, seat, steering wheel heating and cooling systems ensuring optimal thermal comfort for each passenger at all times.
6. SATELLITE NAVIGATION AS STANDARD: the European-specification 1998 LS 400 was the first car in the world to have a satellite navigation system fitted as standard.
7. TORQUE-VECTORING DIFFERENTIAL ON RC F: the RC F is the world’s first front engine/rear-wheel drive sports car to feature a torque-vectoring differential. This uses a series of multi-plate clutches to distribute torque between the rear wheels.
8. CLARIFI AUDIO TECHNOLOGY: the latest Mark Levinson premium audio systems designed specifically for Lexus models use ClariFi, a world-first technology that analyses and improves the quality of all types of compressed, digital music sources.
9. REAR-WHEEL DRIVE LUXURY PERFORMANCE HYBRID: Lexus engineered the world’s first, mass-produced, rear-wheel drive luxury performance hybrid vehicle – the GS 450h of 2007.
10. EIGHT-SPEED AUTOMATIC TRANSMISSION: The Lexus LS 460 marked the debut of the world’s first eight-speed automatic transmission in 2006. The unit would later be adapted for a variety of other rear-wheel drive Lexus models.
11. A DEDICATED POWERTRAIN MANUFACTURING PLANT: Lexus’ Kokura plant in Japan is the world’s first manufacturing facility dedicated to the production of hybrid powertrains. The assembly line has a positive air pressure system to prevent airborne particles from contaminating any of the hybrid components.
12. TWIN-CHAMBER FRONT PASSENGER AIRBAG: In 2005, the second generation Lexus IS became the first car in the world to be fitted with a twin-chamber front passenger airbag, designed to provide greater protection to the neck and shoulders in an impact.
13. EFFICIENT HYBRID BATTERY RECYCLING: Lexus pioneered the recycling of nickel-metal hydride batteries from its hybrid vehicles and was the first manufacturer to adopt a system for recovering neodymium and dysprosium, rare earth metals used in the magnets in hybrid vehicle motors. Unique businesses have also been set up to recycle cemented carbide scraps into tungsten, which is then used to make highly resilient carbide tools.
14. HYBRID DRIVETRAIN SILENCER PLATE: The intake tract of the Lexus Hybrid Drive powertrain in the CT 200h was designed with a special porous material for the world’s first silencer plate. The result is quieter ride, but with a pleasing engine intake note.
15. BAMBOO STEERING WHEEL: the Lexus GS was the first car that could be specified with a steering wheel made from sustainable bamboo.
16. REMOTE TOUCH INTERFACE JOYSTICK CONTROL: Lexus’ Remote Touch Interface was the world’s first controller to use a slide-type joystick mechanism. It functioned much like a computer mouse to operate the vehicle’s multimedia system.
17. QUIET MARK AWARD FOR THE CT 200H: the CT 200h was the first car to be awarded the prestigious Quiet Mark by the UK’s Noise Abatement Society, in recognition of its contribution to a better aural environment.
18. LOW-REFLECTION WINDSCREEN: the third generation LS 430 was fitted with a low-reflection windscreen. A special coating applied to the glass helped reduce glare in bright sunlight – a particular benefit in cars with light-coloured dashboards.
19. LASER SCREW WELDING: laser screw welding is a technology that uses highly accurate laser beams to create perfect spot welds around panel joints, achieving the best possible accuracy and body stiffness. It was first introduced for production of the fourth generation LS model in 2007.
20. ENGINE COMPONENT INTEGRATION: The 2.0-litre four-cylinder engine in the Lexus NX is the first in the world to combine a water-cooled cylinder head with an integral, four-into-two exhaust manifold and a twin-scroll turbocharger.
21. UNPRECEDENTED SUCCESS IN J.D. POWER AND ASSOCIATES SATISFACTION SURVEYS: Providing a unique owner experience is of paramount importance for Lexus, resulting in an unparalleled track record in customer satisfaction surveys. For example in the UK in 2014, Lexus became the first car brand to top the annual WhatCar?/J.D. Power survey for 12 years in a row. In 2019, Lexus topped the US J.D. Power U.S. Vehicle Dependability Study for the eighth consecutive year.
22. AERO-VENTILATING WHEELS: the advanced aerodynamic package designed for the Lexus UX compact crossover includes world-first aero ventilating wheels. These feature flaps on the spokes to regulate airflow and increase downforce, contributing to stable braking, better brake cooling and less turbulence along the side of the vehicle.
23. ACTIVE STEERING ASSIST: The new Lexus LS 500h is equipped with the world’s first Active Steering Assist system, which can detect if an imminent collision can be avoided with automatic steering control. Besides alerting the driver and applying the brakes, the system is also able to steer around a car or a pedestrian to avoid an accident.
24. DIGITAL SIDE VIEW MIRRORS: the new Lexus ES sedan was the first production vehicle to be fitted with digital side mirrors. Japanese market models are available with small cameras positioned on the front doors, which feed real-time images to five-inch monitors located inside the cabin, at the base of the front pillars. The cameras are designed to operate consistently in all weather conditions, and will automatically enhance the images shown when the turn signals are activated.
25. FIRST ADVERTISING FILM SCRIPTED BY ARTIFICIAL INTELLIGENCE: in 2018 Lexus commissioned the world’s first advertising film to be scripted using Artificial Intelligence. Driven by Intuition, directed by Oscar-winner Kevin MacDonald, was created for the European launch campaign for the new ES sedan.
26. A DOCUMENTARY FILM LASTING 60,000 HOURS: “Takumi – A 60,000-hour story on the survival of human craft” is a documentary film that looks at the history and exceptional dedication to learning of the Japanese Takumi craftspeople. Director Clay Jeter created a special 60,000-hour cut of the movie, matching the length of time a Takumi is required to study their art to gain their special artisan status.
27. THE LEXUS HOVERBOARD: in 2015 Lexus created the world’s first Hoverboard to be powered by liquid nitrogen-cooled superconductors and permanent magnets. This remarkable feat of technical ingenuity and innovation was produced for Lexus’ Amazing in Motion campaign and was ridden around a specially designed track in Barcelona by champion skater Ross McGouran.
28. AN ENGINE WITH THE WORLD’S HIGHEST THERMAL EFFICIENCY: the 2.5-litre petrol engine featured in the new ES 300h’s self-charging hybrid electric powertrain has a higher thermal efficiency than any other engine in its class. Rated at 41 per cent against a specific engine output of 52 kw/l, it is able to capture more of the energy potential from every drop of fuel used.
29. BLADESCAN^TM ADAPTIVE HIGH-BEAM SYSTEM: the new Lexus RX features the world’s first BladeScan adaptive high-beam system, a technology which uses a rotating blade-shaped mirror to achieve finer and wider illumination from LED headlights.
30. 1.6 MILLION LUXURY HYBRID VEHICLES SOLD: Lexus was the first car maker to sell one million hybrid luxury vehicles, reaching this milestone in April 2016. Today, the global total has risen to more than 1.6 million.

The doubters were all proved wrong. Thanks to the inspiration and utter dedication of the people behind the “Circle F” project – that’s F for Flagship – the Lexus LS 400 was born. It’s a car that history now recognises as a landmark model, a revolutionary disruptor that redefined what luxury motoring was all about.

SETTING THE TARGETS

Circle F was a top-secret project, with more than 4,000 people involved in bringing it to fruition. Right from the start, the targets set for the LS were exceptional. Its top speed had to be 250 km/h, yet it would deliver 10.5 l/100 km. Its aerodynamic styling would have a drag coefficient of no more than 0.29, and when cruising at 100 km/h, the noise level in the cabin would not exceed 58 dB.

To put those figures into context, the LS would be faster, quieter, more aerodynamic and more fuel-efficient than any of its German rivals. Each goal on its own was ambitious; for them all to be achieved together seemed an impossibility.

What made the task all the more difficult was that Toyota had never built anything like the LS before. A master of mass-market models driven by millions of people around the world, it was entering completely new territory. Fortunately, rather than being intimidated by the scale of the task, there were key people eager to meet the challenge.

The Relentless Pursuit of Perfection – a phrase that came to define Lexus – had begun.

CHIEF ENGINEER ICHIRO SUZUKI: NO COMPROMISE

The driving force behind the LS 400’s development project was Chief Engineer Ichiro Suzuki, a man who was not prepared to compromise, even when members of his 1,400-strong engineering team told him what he wanted could not be done.

So ambitious were Suzuki’s plans, Toyota’s director of product engineering himself, Akira Takahashi, told him he was out of his mind and initially declined to be involved

Takahashi explained that even though the company had the best production equipment in the world, that still wouldn’t be enough to create the car Suzuki envisioned. For example, no Toyota other than the Supra could go faster than 175 km/h. Suzuki was not to be denied, and refused to leave his colleague’s office until he agreed to make at least one engine.

“I couldn’t compromise,” he said, “If I did, then it would be just a normal vehicle.”

THE ROOTS OF LEXUS’ “YET” PHILOSOPHY

Takahashi’s belief was that comfort and performance could, or rather must co-exist in a single vehicle, a car that is calming yet also invigorating to drive. This ability to bring together seemingly conflicting qualities to excellent effect is a core value of Lexus – what’s known as the “yet” philosophy.

Here’s how it influenced the key qualities of the LS 400:

• Superior high-speed handling, yet comfortable to travel in
• Fast, yet fuel-efficient
• Very quiet, yet lightweight
• Elegantly styled, yet aerodynamic
• A warm, appealing interior, yet highly functional
• Find the source, solve the problem

Chief Engineer Takahashi knew that meeting the LS’s high targets called for a complete conceptual shift from Toyota’s established engineering norms and he instructed his team to reassess everything that might limit the car’s performance by going back to the source – a process known as genryu-shugi in Japanese.

They went to unprecedented lengths to solve every issue. For example, much time was spent trying to identify the source of one particular noise from the drivetrain. It was eventually traced to an irregularity in the shape of the driveshaft that caused vibration and a noise that grew louder as the shaft’s rotation speed increased. Rather than use secondary measures to combat the problem, the solution – applying the genryu-shugi principle – was make the driveshaft from a different, high-tensile steel.

DISCOVERING THE MEANING OF LUXURY

When the Circle F project was formed, Toyota already had a “luxury” vehicle for the Japanese market, the Century. But right from the start it was clear that it was not the kind of car that could compete in the global market.

The project team had to learn what luxury meant to international customers. What did they look for in a premium car and how did it fit their lifestyles? Speaking to focus groups, exploring the lifestyles of their target customers and analysing the marketplace, they were able to distil the key qualities needed for success. What they learned surprised them.

Their research revealed that the top priority for American customers was a prestigious image; performance was considered only the fourth most important quality. This was going to be a tough battle to win against the established market players, but there was no let-up in the programme.

THE ART OF BALANCE

The LS called for both a new vehicle platform and a new engine – a four-litre quad-cam V8 all-aluminium unit that produced 241hp. As with every other aspect of the car, intensive efforts were invested to make sure the engine was exactly in every detail – 973 prototypes were created.

The engine was every bit as smooth and refined as Suzuki had hoped, a quality captured in Lexus’ first television add, the famous “Art of Balance.” A pyramid of champagne glasses is built on top of the LS’ engine as the car accelerates on a rolling road towards 240 km/h. The glasses do not move and are filled with Champagne, with not a drop spilled.

SIMPLE, CLEAN, SMART

Beauty is in the eye of the beholder, but the new LS couldn’t afford to deter customers if the look was too radical, nor too ordinary. This meant conforming to a degree with the familiar, square-ish lines of the established luxury market models, while breaking new boundaries in terms of sleek, aerodynamically efficient styling – aerodynamics being key to both fuel efficiency and handling.

Dozens of wind tunnel tests were conducted, with cars fitted with interior microphones to pick up any intrusive wind noise. The commitment to excellence continued, 14 full scale models were built in a 16-month period, compared to around just six for most new cars.

“Simple, clean, smart” were the watchwords for the styling, giving the LS the reassuring mass of a European car, combined seamlessly with the sleekness of a Japanese model. The final design was signed off in May 1987.

INTERIOR PRECISION

The cabin design was rigorous in its attention to craftsmanship detail, from the fine leather chosen for the upholstery and the choice of wood used for the trims (24 different varieties were assessed). This was not just reinforcement of what customers expected of a luxury car, there was innovation, too. For example, in creating the instrument panel, designer Michikazu Masu went against the modern trend for digital displays and instead came up with a new take on analogue dials, making each needle an individual fluorescent tube – miniature “light sabres” that illuminated before the rest of the instrumentation.

4.4 MILLION KILOMETRES OF TESTING

The new LS had to prove that it delivered on its promises, not just in isolation, but in the context of the vehicle as a whole. It was time for the car to hit the test track – Toyota’s 26km Shibetsu proving ground. The thoroughness was breathtaking: 450 test cars were built and between them they covered more than 4.4 million kilometres. The track featured every kind of road surface the car would encounter in the real world, from rough tracks to super-smooth highways.

It took time, but the targets were met: Circle F proved the impossible could be made possible.

THE NAME AND THE REVEAL

After taking the big decision to create a new brand name for the LS – this was not to be another Toyota – plans we made to reveal the car at the 1989 North American International Auto show in Detroit. The name Lexus was chosen and the Lexus LS 400 made its debut to huge acclaim. The positive response of industry media and experts was matched by public enthusiasm: sales met the ambitious targets and the LS 400 quickly became America’s most popular imported luxury car. The revolution was under way.

True to our proud status as a human-focused company, Lexus relies on the skills of its Takumi craftspeople to achieve the finest quality and luxury standards. These dedicated artisans have talents beyond compare, and they lead and train the men and women who bring a very special quality to every Lexus that’s built.

TRADITIONS IN A HIGH-TECH WORLD

Inside a Lexus factory you’ll find some of the world’s most advanced technology at work. But every bit as important as the robots and lasers are skills and techniques that date back centuries and which could never be replicated by a machine.

When it comes to achieving perfect quality and a flawless finish, it’s the judgement of the human hand, eye and ear that count. These are the talents of the Takumi, craftspeople who have dedicated their lives to developing particular skills, and whose work is the defining factor in Lexus’ hand-crafted luxury.

WHO ARE THE TAKUMI?

The Takumi has a great heritage in Japanese history as a master craftsperson. Even today, achieving Takumi status take years of dedication and training, with meticulous attention to detail and a commitment to excellence.

At Lexus, each Takumi has a minimum of 30 years’ experience, giving them an unmatched depth of knowledge in their field. To bear the name is the highest honour among the ranks of engineers and it’s a privilege held by only a few: of the 7,700 workers at Lexus’ Miyata factory, just 19 are Takumi.

TRAINING PEOPLE, TRAINING ROBOTS

Every Takumi has a responsibility for passing on their skills to the next generation, ensuring that essential talents are maintained. But just as much as they teach their human colleagues, they also contribute to designing better robots.

The Takumi provide vital insights when it comes to designing automated processes, to help gain the best results. For example, the motion of an automated paint-spraying arm matches the sweeping arm movement of a human master craftsperson.

TOUCH-SENSITIVE

The Lexus Takumi have a legendary sense of touch and they use this sensitivity to detect the slightest imperfections, down to fractions of a millimetre – a level of accuracy a machine cannot match. More than that, a machine can only find flaws it is programmed to detect, making the sharp eyes and fine fingers of the Takumi even more crucial.

MOTOMACHI MASTERS

Motomachi is the home of Lexus’ LC flagship coupe, where eight Takumi lead quality teams that check every step in the car’s production. For example, when the bodywork has been stamped and welded together, a master craftsperson checks everything is perfectly aligned by sight and touch. There are more than 800 individual checks to be made, combining human sense with electronic tools.

At the other end of the production line, the finished car moves into a futuristic light-filled glass booth to undergo a detailed inspection by two of the factory’s most skilled craftsmen, covering 700 different check points. They scrutinise details that even customers won’t notice, such as the precision finish of surfaces inside and out, the evenness of colour and the operation of every working part.

All this takes place in complete silence: acute hearing is another Takumi skill, so that any abnormal sounds can be picked up and their source traced.

TAKUMI AT THE WHEEL

The final stage before a Lexus leaves the factory and heads for its new owner is a test drive on a purpose-built track. Once again, it’s down to a craftsperson to ensure performance is exactly as it should be. Lexus relies on the master’s sensitive touch to assess feedback through the steering wheel and ensure all parts are working properly.

PAINSTAKING DESIGN

The spindle grille has quickly become a key feature of every new Lexus design. Each one comes with a distinctive mesh pattern that adds to the car’s character and visual impact. Of course, computer-aided design plays its part in creating a sophisticated network of lines and shapes, but the precision touches are the work of the Lexus Takumi.

Take the grille on the LS 500h flagship sedan as an example. Computer modelling set out the mesh pattern with reasonable accuracy, but a skilled modeller then individually adjusted the curved surface of 5,000 separate motifs to achieve precisely the right effect. The task took six months to complete.

HAND-MADE TOOLS

Every Takumi needs the right tools for the job, and will even craft them themselves if necessary. That’s the case with Yasuhiro Nakashima, who spent 27 years learning and honing his craft – filing, shaping and polishing the metal moulds used to make the LS’s spindle grille.

He has made his own, customised set of tools, including hand-made bamboo instruments to shape the finer details. The machines and processes used to make the mould are among the best available, but the perfect finish still requires a remarkable human skill. Nakashima refines surface smoothness to within a tenth of a millimetre – picking out imperfections even the best robotic milling technology cannot detect – and hand-polishes minute surfaces in specific directions to achieve the best reflective qualities.

So crucial are his skills to the process, he actually worked with the LS’s design team to ensure the best outcome.

SWORD-MAKING SKILLS

The new ES F SPORT sedan has a very special interior trim named Hadori. It’s a modern interpretation of a very old and revered Japanese technique for polishing the blades of a katana sword.

Toshihide Maseki, designer of the ES’ cabin, sought out artisans working in Japan today who keep alive sword-making traditions that go back more than seven centuries. They produced a prototype by hand which could then be replicated using a machine. Although the equipment was fed precise data related to the details of the Hadori pattern, the results did not match the look of the prototype.

Maseki explained: “Studying the pattern with a microscope, I discovered randomly created lines that could not be replicated with a machine. But these lines gave the overall design its powerful impact.”

These “random lines” had been instinctively added by the craftsmen, bringing to bear their many years of experience and keen understanding of katana aesthetics. “Although being refined is an important quality in craftsmanship, a product is incomplete without the addition of more human, more instinctive elements that are not based on simple calculation,” said Maseki. “Being machine-made but artisanal, being refined but having impact – these may seem like contrasting elements, but through a lot of trial and error, we were finally able to achieve this combination, in the process imbuing the door trim of the new ES with a deep katana-like beauty.”

FLAWLESS STITCHWORK

The beautiful stitched seams of the leather upholstery inside a new Lexus may look simple and elegant, but they take tremendous skill to achieve. For a flawless finish, every stitch has to be precise, every time.

Led by a Takumi, the stitching is the work of a dedicated and highly skilled team, selected for their dexterity and attention to detail. Very few make the grade: there are just 12 in the team at Lexus’ Miyata factory.

Every one of them has had to train at a stitching dojo – like a formal martial arts class – for three months, under the Takumi’s direction. Ten different techniques have to be mastered before they can progress to production work.

HAND-CRAFTED WOODWORK

A wooden steering wheel is one of the traditional hallmarks of a luxury vehicle, but where Lexus’ Shimamoku wood is concerned, the production is unique.

Shimamoku has a distinctive pattern of ebony and grey graining that’s similar to exotic and rare timbers such as zebrano. In fact, it is derived from sustainable sources and created using master craftsman skills. It’s a combination of natural material and man-made techniques that creates an object that is both simple and complex – a quality the Japanese call shibumi.

Sheets of wood less than 1 mm thick are shaved from hardwood logs, then stained and treated to achieve a mottled effect. The sheets are stacked in alternating bands of contrasting colours, bonded with glue and clamped. Once set fast, the wood is sliced lengthways to create new layers with the special Shimamoku pattern.

It’s a job that involves three different suppliers and 67 separate process, and takes 38 days to complete, with much skilled hand-work in bonding the veneers onto a solid wood form, sealing and polishing.

In the past 20 years, Lexus has been at the forefront of technical advances that have transformed safety. Today, our cars are able to recognise the risk of an accident, alert the driver to the hazard and, if necessary, intervene automatically to prevent a collision, or reduce the consequence it there is an impact.

For Lexus safety is paramount, and our investment in the research, development and deployment of sophisticated new technologies is central to our goal of securing a future where there are no road accidents.

A SAFETY INNOVATOR FROM DAY ONE

Ever since the launch of the original LS 400 30 years ago, Lexus has been in the forefront of safety innovation. That model was the first in the world to feature an SRS airbag integrated into the steering wheel – the precursor of multiple airbag systems designed to give effective protection to everyone inside the car.

Lexus’ research into airbag design explored how their shape could be optimised, leading to world’s first dual-chamber passenger airbag, fitted to the second generation IS 200 in 2005. Its unique structure greatly improved protection for the neck and shoulders.

Today, Lexus models can feature as many 10 different airbags around the cabin, including knee, side and curtain shield systems and front airbags that activate in line with the severity of the impact.

STATE-OF-THE-ART HUMAN BODY RESEARCH

The behind-the-scenes work at Lexus to improve and devise new safety systems doesn’t just focus on cars and how they are driven. It goes further to analyse and understand the human body and how people react physically in the moments before an impact.

They key to this research is THUMS – Total Human Model for Safety – a computerised crash test system that replicates the not just the size and shape of the human body, but also the position, density and vulnerability of its internal muscles, bones and organs. It’s adaptable for different ages, too, with virtual modelling of infants, older people and even pregnant women.

Using a conventional crash test dummy might only produce 20 or so different data channels, but THUMS’s digital mapping can track the properties of around 20 million points on and inside the human body.

THE VALUE OF SHARING

Using THUMS gives Lexus valuable safety insights at an earlier point in the development of a new vehicle, effectively enabling it to be crash tested before it has even been built. Lexus isn’t keeping the benefits of its research technology to itself; it has licensed THUMS for use by other car makers and safety research bodies so that it can play an even greater role in improving road safety.

DEMOCRATISING SAFETY TECHNOLOGY WITH LEXUS SAFETY SYSTEM +

In 2015, Lexus bundled its principal new safety features in a new package called Lexus Safety System +, revealed for the first time on the fourth generation RX luxury SUV. This was the start of a worldwide roll-out – today 99 per cent of the Lexus model range in Europe features Lexus Safety System + as standard.

The wide-ranging availability of Lexus Safety System + follows our belief that, to be effective in reducing accidents and injuries, new safety technologies need to be provided on as many vehicles as possible. Democratising cutting-edge safety technology means these features cannot be restricted to the high-grade models only, but are offered on entry and core vehicles.

REDUCING ACCIDENT RISKS

Of course, it’s always better to prevent an accident happening if possible, so the original Lexus Safety System + focused on preventive safety features. In this regard, the original package was unprecedented in its scope.

Using both radar and camera-monitoring technology, allied to braking and steering control, it equipped the vehicle with a Pre-Collision System (PCS), which detects a collision risk ahead, prompts the driver to brake and prepares the brakes to provide maximum stopping power while also tensioning the seatbelts. If the driver fails to act, the system automatically applies the brakes, slowing the car and potentially avoiding an impact.

Other features included Lane Departure Alert/Lane Keeping Assist, to help prevent the car from straying off course from its traffic lane; Adaptive Cruise Control which keeps the Lexus a safe distance from the vehicle ahead; and Automatic High Beam/Adaptive High Beam, which maximises headlight illumination.

CONSTANT IMPROVEMENT

This was only the beginning. In rapid succession, Lexus improved the scope and the functionality of these systems and added new features.

For example, today the Pre-Collision System can detect pedestrians by day and night and cyclists in daylight, as well as other vehicles in the car’s path. The front-radar-governed Adaptive Cruise Control has a dynamic function that can slow the car safely to a standstill and then accelerate smoothly back up to its pre-set cruising speed once the way ahead is clear.

WORLD-FIRST TECHNOLOGIES

In 2017, the launch of the all-new Lexus LS 500h flagship sedan marked another significant leap forward in safety with the debut of Lexus Safety System + A. This cutting-edge portfolio included a series of world-first features, with a level of driver assistance that propelled our progress towards future automated driving systems. Although not formally classified, Lexus Safety System + A meets the criteria for SAE Level 2+ automation – the industry standard for automated driving capability.

The fifth generation LS flagship offers the following features :

• Pre-Collision System with Pedestrian Alert and Active Steering Assist (world first)

The Pre-Collision system’s pedestrian detection function has been improved, with the pedestrian’s location relative to the car shown in an animation in the head-up display. Active Steering Assist determines when there’s a high collision risk with a pedestrian in the car’s path, or with a continuous structure such as a crash barrier. If it calculates that braking alone is insufficient to prevent an impact, it will – if appropriate – trigger steering control while warning the driver and applying the brakes.

• Two-stage Adaptive High-beam System (world first)

The LS 500h’s headlights feature upper and lower rows of LEDs which have separate on/off control. This gives the Adaptive High-beam System finer control of the lighting distance and strength, so the car can be driven for longer on high beam without the risk of dazzling vehicles ahead or oncoming traffic.

• Front Cross-Traffic Alert (world first)

This system is designed to help prevent collisions at junctions by using radar to detect vehicles ahead that are moving across the flow of traffic. The driver is alerted by a warning in the head-up display. If the Lexus continues to move forwards, further warnings are sounded.

• Lexus CoDrive

Lexus CoDrive uses Lane Tracing Assist when the car’s Dynamic Radar Cruise Control is active to provide steering support in line with the driver’s intentions. This takes the stress out of driving on twisting roads, or slow-moving traffic.

AUTOMATED DRIVING AND FUTURE ROAD SAFETY

Future automated driving systems will have an important impact on road safety, having the potential to reduce the number of traffic injuries and fatalities, while also easing congestion (which helps the environment) and enabling older and disabled people to enjoy mobility.

At Lexus, we want to create a society where there is safety, smooth movement and freedom of mobility for all.

REAL-WORLD TESTING IN EUROPE

Earlier this year, a specially adapted Lexus LS began real-world testing in Brussels, making multiple journeys around a set route through one of the busiest and most transport-diverse cities in Europe.

The vehicle is fitted with an array of sensors, including LIDAR, radar, cameras and a high-precision positioning system. There is also a safety driver on board, to take over control of the vehicle if any hazardous situation is encountered.

The Brussels test follows similar automated driving exercises in Japan and the USA. The data collected form part of Toyota’s involvement in the four-year European L3Pilot project in which more than 30 other partners, including other car makers, business, research bodies and other organisations will prepare the ground for field testing of 1,000 drivers in 100 cars across 100 countries in Europe. Toyota will concentrate on researching how people’s behaviours, and how systems can be safely used in complex city environments.

Thirty years ago, powerful heavy and fuel-thirsty engines were the unchallenged norm for upmarket automobiles. But as the millennium turned, the world was waking up to the immediate challenge of global warming and the need to conserve natural resources. A new solution was needed: step forward Lexus.

THE RX 400h: LEXUS SELF-CHARGING HYBRID BEGINS

Years of research and development culminated in the RX 400h, the first self-charging hybrid Lexus and world’s first luxury hybrid vehicle, launched in 2005. On the outside it looked little different from the familiar RX 300 SUV, but under the skin things were very different. Yes, there was a 3.3-litre petrol V6 engine under the bonnet, but this was just one element in the radical, all-new self-charging hybrid electric system.

SELF-CHARGING HYBRID IN SIMPLE TERMS

The hybrid concept is an ingenious marriage of an internal combustion engine and an electric motor. Their performance – in unison or individually – is governed automatically and seamlessly by an intelligent system that draws power from the appropriate source to maximise efficiency, or performance.

Electric power is generated by the engine while the car is being driven, and is also converted from the kinetic energy produced when braking or slowing down. Power is stored in a high-voltage battery that needs no “plug-in” recharging.

Lexus Hybrid Drive is a “full” hybrid technology, which means the vehicle can run on its electric power alone, with zero emissions and fuel consumption. Initially, this was limited to low-speeds and relatively short distances, but as the technology was developed, the EV – electric vehicle – capability increased significantly. Today, Lexus hybrids can travel up to 50% of the time in congested urban environment, without the petrol engine having to be brought into play.

FLAGSHIP POWER: THE SECOND GENERATION

The second generation of Lexus Hybrid Drive raised the game significantly. Such was the technology’s status within the company, it was deployed in its new flagship sedan, the LS 600h, in 2007. As the first hybrid system to feature a V8 engine – a 5.0-litre unit, the most technically advanced Lexus had yet built – it delivered the kind of power and performance typically associated with a V12. The system delivered 445 DIN hp and 520 Nm of torque, giving acceleration from nought to 100 km/h in just 6.3 seconds.

When it came to emissions and fuel economy, however, the LS 600h broke new ground in its class: it returned official combined cycle fuel economy of 9.29 l/100 km and its comparatively low emissions earned it SULEV (Super Ultra Low Emission Vehicle) status in the USA.

A SPORTIER DIMENSION

A sportier aspect of hybrid power was also witnessed in the GS 450h sports sedan. A two-stage motor speed reduction planetary gear was used in both the GS and LS models, but for the LS 600h the hybrid transmission was upgraded. The nickel-metal hydride battery produced 280 V, but a boost converter could ramp this up to 650 V.

The GS 450h and the RX 450h, which superseded the original RX 400h in 2009, were equipped with a new 3.5-litre V6 engine. Thanks to the use of an electronically controlled power split device, the transmission operated like a continuously variable transmission, but with the benefit – for the first time in a hybrid – of a manual shift mode and AI-Shift that used artificial intelligence to adapt performance to the driver’s style and the driving conditions. Lexus was not only improving the efficiency and refinement of its technology, it was also making hybrids more rewarding to drive, too.

MORE EFFICIENT, MORE RESPONSIVE

The third generation of Lexus Hybrid Drive made advances both in efficiency and responsiveness. The revised system was first seen in the IS 300h, the first IS to feature hybrid power, which entered the market in 2013.

Central to the improved performance was a new 2.5-litre Atkinson cycle petrol engine, equipped with D-4S direct fuel injection, Dual VVT-i intelligent variable valve-timing and a high-efficiency exhaust gas recirculation system. Combined with the hybrid transaxle, this duly gave class-leading, sub-100 g/km CO2 emissions and fuel economy from 4.3 l/100 km.

With further refinements, this system was also adopted for the Lexus NX, the company’s first mid-size crossover, and the RC 300h coupe, both of which joined the range in 2014.

THE LC COUPE AND THE MULTI STAGE HYBRID SYSTEM

Few cars have made such a spectacular debut as the LC flagship coupe, a bold demonstration of the brave design that’s at the heart of today’s Lexus brand. But while its styling has earned it high praise and awards, the LC also marked a new era in hybrid electric technology. The breakthrough was the Multi Stage Hybrid System, a new transmission device that retains all hybrid’s hallmark efficiency but which takes the driving experience to a higher level.

The LC 500h is equipped with a 3.5-litre V6 engine that revs all the way to 6,600 rpm, and benefits from detailed engineering features to promote both performance and efficiency. The Multi Stage Hybrid System allows its potential to be enjoyed to the maximum, by amplifying the output of both the engine and the electric motor, so that performance is optimised at all engine speeds.

For the driver the rewards are more responsive and direct acceleration, greater dynamic performance and all-round driving pleasure – the “even sharper” character that Lexus sought to achieve. With total system output of 359 DIN hp and nought to 100 km/h acceleration in five seconds, the new powertrain fully justifies its place in a performance model, yet it is still capable of 8.1 l/100 km and produces only 150 g/km of C02. Since its introduction in the LC, the Multi Stage System has also been deployed to excellent effect in the all-new LS 500h, Lexus’ flagship sedan.

AIM HIGHER, DELIVER BETTER

While other luxury car makers have come to recognise the value of hybrid and developed their own systems, none is able to match Lexus’ breadth of experience. Today the company is leveraging its technology leadership with a fourth generation of Lexus Hybrid Drive that achieves even better fuel efficiency, responsive emissions and low emissions.

Featured in the new ES 300h sedan and UX 250h compact crossover launched in early 2019, it combines the benefits of an all-new, ultra-efficient Atkinson cycle engine (2.5l in ES, 2.0l in UX) with a new electric motor that’s lighter, more compact and more power dense.

10 MILLION KILOMETRES OF TESTING. 60 PROTOTYPES

No effort was spared in this engine’s development, with 60 prototypes built and more than 10 million kilometres of road testing carried out. The result is the most thermally efficient engine yet to be installed in a production vehicle – rated at 41 per cent. This means more of the power potential of every drop of fuel is captured to drive the wheels.

The impact of this is reflected in the car’s benchmark performance data: the ES 300h’s hybrid system delivers 218 DIN hp, with fuel economy from 5.8 to 5.3 l/100 km and CO₂ emissions from just 100 g/km[1]. UX 250h’s powertrain has a total output of 184 DIN hp, with fuel emissions from 4.1l/100 km and CO₂ emissions from 94g/km.

This has been achieved with fast-burn combustion technology that ensures more power is gained without increasing emissions or fuel consumption. Numerous design and engineering details also contribute to the exceptional performance, ranging from VVT-iE electric intelligent intake valve-timing, a new variable capacity oil pump and a variable cooling system to multi-hole fuel injectors.

^{[1] Correlated NEDC}

SAVING SPACE, SAVING WEIGHT

Every element in the hybrid transaxle was scrutinised to see how the unit could be made both smaller and lighter. The key to its compact size is a new multi-axle arrangement for the electric motors, which has reduced the overall length by almost 30 mm. The familiar planetary gear system has been replaced with a system contained in a single multi-function unit, and further weight and space have been saved by using a new lithium-ion battery that is compact enough to be located beneath the rear seats, increasing the boot volume and improving the car’s front/rear weight balance.

WINNING THE ARGUMENT

Developing a workable, affordable hybrid system was only part of the battle: Lexus has also had to convince its customers that its revolutionary concept was not just a practical option, but that it also offered all the qualities they required of a luxury model. Strong fuel economy and low emissions had to be matched with sophistication and refinement if premium market customers were going to make the switch from conventional petrol and diesel-powered models.

Lexus hybrids proved themselves to be intrinsically quiet, smooth and refined and, as the years passed, they also demonstrated exceptional reliability. This was not a fragile technology, but a robust and highly durable solution.

Within 15 years Lexus has made hybrid central to its brand, extending its reach from a single model in 2005 to a range of 10 vehicles in its European line-up today, covering many different body styles and performance levels. Worldwide, cumulative hybrid sales have passed 1.6 million units, while in Western Europe hybrids now account for 99 per cent of all the new Lexus cars sold in the region.

THE 2019 LEXUS HYBRID RANGE

• CT 200h premium hatchback
• IS 300h executive sports sedan
• RC 300h sports coupe
• UX 250h compact crossover
• ES 300h mid-size luxury sedan
• NX 300h mid-size crossover
• RX 450h large crossover
• RX L 450h seven-seat crossover
• LC 500h flagship coupe
• LS 500h flagship sedan

With a sense of adventure, it has applied the skills of its engineers, designers and craftspeople to a wide spectrum of challenges. Some have obvious real life application, others display vivid imagination or just made for fun.

Here are just some examples of how Lexus has taken its creativity, innovation and brand values into new territories, from science fact to science fiction, from the ocean wave to the movie screen.

THE LEXUS HOVERBOARD

Making the impossible possible

Once the idea of surfing on air down the street was the stuff of movie fantasy. For Lexus it became a real-world challenge.

Proving that “Amazing in Motion” was more than just a marketing phrase, it set out to design, build and fly a working hoverboard. And a hoverboard that was distinctively a Lexus product in every aspect.

Working in collaboration with a team of expert magnetic levitation scientists from IFW Dresden and Evico GmbH, it took 18 months of dedicated and sometimes frustrating research to produce a hoverboard that not only floated above the ground, but which could be ridden by a full-grown adult.

The hoverboard revealed

The finished hoverboard was revealed in June 2015. It was a sleek machined that echoed Lexus design cues, such as the famous spindle grille, and was made from the same high-quality materials found in Lexus cars, including bamboo.

Concealed within its slim and sleek dimensions were permanent magnets and superconductors cooled to -197˚C by liquid nitrogen - the technical wizardry that made it possible to move with zero friction through the air.

Building the track

To demonstrate the amazing qualities of the hoverboard, Lexus had a specially designed track built near Barcelona. The hoverpark looked like a conventional skate venue, but beneath the surface there were 200 metres of magnetic track. The magnetic field from the track was effectively “frozen” into the superconductors in the hoverboard, maintaining a constant distance between the board and track, thus keeping the board in a permanent hover.

A star rider

It was going to take someone with very special skills to master the hoverboard and Lexus turned to world-famous pro-skating star Ross McGouran to do the job. Even with his experience, it was a big challenge: “I’ve spent 20 years skateboarding, but without friction, it feels like I’ve had to learn a whole new skill,” he said.

Making the film

Weeks of testing culminated in a live shoot for SLIDE, a short film released as part of the Amazing in Motion campaign, featuring both the hoverboard and the Lexus GS F performance sedan. The footage followed the hoverboard as McGouran steered over land and water and climaxed with a leap across the roof of a moving car. Working with partners who shared its passion for creating enjoyment out of motion, Lexus pushed the boundaries of technology, design and innovation.

THE EXCITEMENT OF SPACE AND THE BIG SCREEN

Flights of fantasy

Lexus designers have worked on major international movies to help create futuristic spacecraft that although the stuff of fantasy, still bear hallmarks of Lexus quality and innovation. The Lexus Skyjet for “Valerian and City of a Thousand Planets” and the Lexus QZ Galactic Enforcer Jet, inspired by “Men in Black: International”, have taken the Lexus brand far beyond the everyday into imagined worlds and fast-paced adventure.

Lexus Skyjet

As part of its creative partnership with the film studio EuropaCorp, Lexus worked with the creative team behind the 2016 science fiction blockbuster Valerian and the City of a Thousand Planets to bring to life their vision for the Skyjet. This was a single-seater pursuit craft piloted by Valerian, the movie’s hero played by Hollywood star Dane DeHaan.

Although the action takes place 700 years in the future, Lexus’s Chief Engineer Takeaki Kato and his team wanted to incorporate believable technologies and contemporary design cues into the machine.

The result was a compact, highly aerodynamic solo craft with Lexus details such a reference to the spindle grille and a headlight design like that for the LC coupe.

Lexus QZ 618 Galactic Enforcer

Lexus designers turned to futuristic means of flight again in 2019, releasing details of the first member of its new jet-class fleet, the Lexus QZ 618 Galactic Enforcer Jet. The tongue-in-cheek publicity revealed the jet was only available to Men in Black agents in their fight against alien forces.

A press of a button in a Lexus RC F sports coupe instantly transformed the car into the flying machine, promoted as the “most powerful IFO (Identified Flying Object) ever engineered by Lexus.”

The list of on-board technology included an Inter-Galactic Positioning System, an Amazon Alexa assistant that understands seven trillion alien languages, Lexus-developed Quasar Power Source Technology and 122 mpg – 112 millennia per gallon of fuel.

Of course, it was equipped with Lexus Safety System +, including a force field, and was capable of travelling at the speed of light.

THE LEXUS LY 650 LUXURY YACHT

Crafted in the spirit of amazing

In 2018, Lexus turned its attention from the road to the high seas, announcing a project to build an ocean-going yacht. The Lexus Luxury Yacht – LY 650 – may require very different engineering from an automobile, but in terms of styling, it’s a genuine interpretation of the company’s L-finesse design language.

The decision to enter the marine market is in line with Lexus’ strategy to explore luxury beyond automotive, as with its ventures in fine cuisine, film-making and design.

Sport Yacht Concept

A few years ago, TMC President Akio Toyoda spent several days on the water driving the new Ponam range of premium yachts soon to be launched in Japan. As a master driver, Akio Toyoda was inspired by the power of the turbodiesel powertrains and the handling and stability of the advanced hull designs; as the Chief Branding Officer of Lexus International, he also appreciated the potential of a stylish premium performance yacht to complement the Lexus lifestyle.

This led the Marine Department to reimagine how a premium performance yacht might expand the Lexus brand into new areas of lifestyle and recreation. On January 12, 2017, Lexus revealed the result of this project: a running proof-of-concept for a Lexus Sport Yacht, at Di Lido Island on Biscayne Bay, Miami Beach FL.

Partnership with Marquis-Larson

Encouraged by the warm reception for the Sport Yacht Concept, Lexus decided to proceed with plans to develop a production vessel. In the words of Executive Vice President Shigeki Tomoyama, “to present a dream-like vision of the luxury lifestyle; one where the Lexus Yacht expands the potential of Lexus mobility to the ocean.”

To secure the high standards it sought, Lexus turned to the Marquis-Larson Boat Group to build, sell and service the Lexus yacht. This Wisconsin-based business has a fine heritage of bespoke boat-building with attention to detail that is perfectly in tune with Lexus’ own takumi craftsmanship.

Luxury specifications

Lexus has retained several of the most attractive features of its original 42-foot concept yacht. The LY 650 is longer, measuring 65 feet long and has a 19-foot beam. It cuts a distinctive figure with a strong, pronounced bow, curved accents to the deck and accentuated aft hips and a distinctly “Lexus” flowing roofline.

Official launch

The official global launch of the Lexus LY 650 took place in September 2019 in Miami.

THE 60,000-HOUR MOVIE

The secrets of the takumi

The skills of takumi craftspeople are central to Lexus’ brand-defining luxury, following in the finest traditions of Japanese artisans. Lexus commissioned a documentary film to reveal the dedication required to become a takumi, looking at the experience of its own workers and the achievements of those working in other fields. It also explores and how they can continue to exist in a world where so many human tasks are now performed by robots and the application of Artificial Intelligence.

In western culture, it’s considered typical for someone to spend 10,000 hours of study to become an expert in their field. But in Japan, you’re not considered a master of your craft until you have spent 60,000 hours refining your skills – the equivalent of eight hours a day, 250 days a year, for 30 years.

A film like no other

Clay Jeter, well-known as the director of Chef’s Table, was commissioned to create a documentary looking into the world of the takumi, focusing on four artisans who have dedicated their lives to their craft. They include a double-Michelin-starred chef, a traditional paper-cutting artist, a Lexus master craftsman and a carpenter working for one of the oldest construction companies in the world.

As well as a 54-minute feature-length version, Jeter created a special 60,000-hour cut, which loops scenes of takumi’s skills, repeated over and over again to express the hours, days and years of practice required to achieve perfection.

The movie is available on various streaming platform, and on this dedicated site: https://takumi-craft.com/gb/en-gb.

DRIVEN BY INTUITION

Car by Lexus, story by Artificial Intelligence, camera by an Oscar-winning director

How far can Artificial Intelligence go when it comes to artistic creativity? Lexus tested the potential of AI with a unique project to create the world’s first advertising film for which the script was produced entirely by a “thinking” machine.

“Driven by Intuition” was shot by the Oscar-winning director Kevin MacDonald, whose past credits include “The Last King of Scotland” and the Whitney Houston biopic “Whitney”. Making the movie was a ground-breaking collaboration between AI and a renowned craftsman, aimed at testing the boundaries of how humans and machines can work together.

The production

Lexus worked with technical partner Visual Voice to create an AI scriptwriter, using IBM Watson to analyse a range of audio, text and visual data and gain an understanding of what makes great content. The AI could then use this to create an original script outline that would be emotionally intelligent and entertaining to watch.

The AI was “trained” with car and luxury goods adverts that have won prestigious international awards over the past 15 years. It was also primed with emotional intelligence data by video marketplace Unruly to learn which moments connected most strongly with viewers, and how different combinations and sequences best communicated the advertisers’ key messages. To ensure originality and avoid a mass-market feel, additional data on the Lexus brand and the project – the launch of the new ES sedan – were input into the AI.

To focus on the intuitive aspect of the story, the AI was further coached with intelligence from a bespoke experiment carried out for the project by MindX, the applied science division of the University of New South Wales. This explored what makes someone intuitive, and how people with a high level of intuition respond to car adverts.

The story

The minute-long drama tells the story of a Lexus takumi master craftsman who completes his work on the new Lexus ES sedan and releases it into the world, only to see it snatched away and threatened with destruction. At the crucial moment, the car is saved by its automatic emergency braking system.

The script is rich in genuine human emotion and indistinguishable from one written by a human.

Just the same trends affect the motor industry, and in the early 1990s the love affair between motorists and large-scale SUVs was showing signs of coming to an end. Sales figures for the premium market showed people moving back to more conventional choices such as sedans and wagons.

Lexus had already made its mark as a disruptor in the auto business when it arrived on the scene in 1989. Now it saw another opportunity to challenge the status quo and bring something completely new to the market.

The foundations were laid for the RX, a Lexus model that has consistently delivered success and innovation. Not only did the RX create a new market segment, it also went on to become the first luxury market vehicle to feature a self-charging hybrid electric powertrain.

CREATING A NEW KIND OF CAR – THE LUXURY CROSSOVER

Just as much as traditional SUVs had qualities that strongly appealed to motorists, they also had their downsides, which meant vehicle owners had to make compromises.

People liked the high driving position, the great all-round visibility, the perceived strength and stability, and the cool, rugged image of SUVs. The negatives were that they were awkward to drive around town, difficult to get in and out of, offered meagre fuel economy and handled poorly on the road.

Focusing on the positives and addressing the shortcomings, Lexus came up with a radical new concept – what came to be known as the luxury crossover.

ENTER THE FIRST GENERATION RX

The thinking behind the RX’s development was distilled into a simple concept: it should as comfortable and powerful as a passenger car, and it should be capable of off-road driving like an SUV.

Chief Engineer Tsuneo Uchimoto explained: “Many car makers would simply have built a smaller version of (their large SUV) or perhaps adapted an existing truck or SUV platform.

“We were able to throw away the usual constraints and think of this new product not in traditional terms of pick-up or SUV or MPV or luxury sedan. Instead we could incorporate the most desirable attributes of all those vehicles.”

DESIGNED FOR PURPOSE

Lexus shunned the traditional SUV format of a body attached to a separate frame. Instead, it used a single, monocoque construction like that for a car. In fact, it built the RX on the same platform as its ES 300 mid-size sedan - at the time, its best-selling model in North America. The result was a lightweight but highly rigid vehicle that handled smoothly and stably, without the body roll associated with many taller SUVs. It also looked less like a workhorse, with more rounded and aerodynamically efficient styling.

Its dynamic prowess was supported by MacPherson strut suspension with anti-roll bars front and rear, while the use of active engine mounts reduced vibration for a more comfortable ride. Thanks to reduced ground clearance, getting in and out of the RX was an easier one-step action, compared to taller SUVs.

The engine was also shared with the ES, a 3.0-litre V6 petrol unit, mounted transversely and matched to a four-speed automatic transmission. With 223 DIN hp, it could move the car from rest to 100 km/h in 8.5 seconds. Key boxes were ticked: styling, acceleration, handling and quietness were all of luxury car quality.

OFF-ROAD ENGINEERING

RX customers were given the choice of front or all-wheel drive to suit their driving needs and lifestyle. The AWD had genuine SUV ability, fitted with a viscous coupling in the centre differential that allowed a 50:50 split in drive torque between the front and rear axles. For even stronger performance off-road or in low-grip conditions, a Torsen limited-slip differential was also available.

A WARM WELCOME

The RX was destined first for the American market and it made its world debut at the 1997 Chicago Auto Show, branded as an “SLV” – Sport Luxury Vehicle” (it was some years before the term “crossover” would be coined). The public reception was warm, as was the response of the first journalists who drove the car at the end of the year. Initial sales were strong, both in the USA (42,000 units in the first year) and in Europe, where the RX was introduced in a refreshed version in 2000.

THE LUXURY MARKET GAME-CHANGER

The RX may have been well received, but no one could then have imagined just how quickly it would spark a transformation in the luxury car business. Within just a few years, every major luxury car maker had come up with its own take on the RX, making the crossover segment the most popular in the premium market.

Once again, Lexus had disrupted the market and set standards its rivals had to follow. But the RX story still had another radical chapter to come.

THE WORLD’S FIRST HYBRID LUXURY VEHICLE

The second generation RX debuted in 2003 sporting a more eye-catching design that was also more aerodynamic. Once again, there was a V6 engine under the bonnet, but the five-speed automatic transmission was new. This was a larger vehicle, too, with a longer wheelbase and more room inside. At the same time as the new model was revealed, Lexus announced it would also be building a hybrid version – what would be the first hybrid luxury model in the world.

The RX 400h appeared the following year, equipped with a 211 DIN hp 3.3-litre V6 engine and a 167 DIN hp electric motor, giving a full system output of 272 DIN hp – comparable to the power of a 4.0-litre V8. As a full hybrid, the RX could be driven in petrol or electric modes alone, or in a combination of both. Lexus Hybrid Drive automatically sourced power from the engine or electric motor to achieve the best possible efficiency, reflected in the RX 400h’s 8.3 l/100 km fuel economy.

THE TECHNOLOGY PIONEER

Using hybrid didn’t deprive the RX of all-wheel drive capability. Lexus’ new E-four system used an independent electric motor on the rear axle to give 4x4 performance when required, without the weight and fuel consumption penalties associated with mechanical AWD systems.

Once again, the RX broke new ground and established Lexus as an industry-leading technology pioneer. The RX 400h was just the start of a comprehensive hybrid programme that has seen the technology constantly improved and introduced to all parts of the Lexus range. To date, more than 1.45 million Lexus hybrids have been sold worldwide.

THE RX TODAY

The RX’s global success has helped inspire the development of a family of Lexus crossover SUVs, including the mid-size NX, launched in 2014, and the compact UX, which arrived in 2019.

The latest generation RX 450h exemplifies many of the qualities that distinguish Lexus in today’s luxury car market, displaying brave design, takumi craftsmanship in its luxury appointments and the application of advanced technologies for ever higher levels of safety, performance and on-board comfort and entertainment.

SPACE FOR SEVEN

More spacious than ever before, the RX has also evolved into a seven-seat model, the RX L. True to Lexus’ reputation for quality, this has not been a matter of simply squeezing two extra seats into the cabin. Instead, the company effectively created a new model, with body length extended by 110 mm and the back window set at a steeper angle to ensure those sitting in the rearmost seats are as comfortably accommodated as other passengers.