URGENT UPDATE: Lexus is set to revolutionize its brand image as Toyota announces plans for a new luxury minivan, aiming for a transformative shift in its approach. Following record sales of 851,214 cars last year, Lexus is poised to “move more freely” and “push forward as a pioneer,” according to Chief Branding Officer Simon Humphries.
The upcoming debut of a six-wheel minivan at the Japan Mobility Show later this month is a clear signal of Toyota’s ambition to break away from traditional luxury standards. This innovative vehicle could redefine what a Lexus flagship looks like, as Akio Toyoda emphasizes that the LS badge could now represent “space” instead of just “sedan.”
This bold concept hints at a departure from Lexus’s conventional offerings, with Toyoda urging the development team to “discover” and “imitate no one.” The luxury minivan is expected to cater to the growing demand for upscale family vehicles, particularly in markets like China, where luxury vans are gaining traction.
Toyoda describes the forthcoming minivan as “a new form of luxury car” and “an entirely new type of premium, three-row minivan.” He has confirmed that this vehicle is not intended to replace the LS sedan, which is nearing the end of its production, but rather to showcase Lexus’s willingness to embrace radical ideas and challenges.
While the specifics of the minivan’s design remain under wraps, it is anticipated to be a direct competitor to emerging electric minivans from both legacy and local brands, such as the Volvo EM90 and Buick GL8. With a potential production timeline stretching into 2027, the excitement surrounding this unconventional vehicle is palpable.
As Lexus ventures into uncharted territory, the question remains: will this innovative approach resonate with consumers outside of China? Traditionalists may raise eyebrows at the thought of an LS-badged minivan, but Toyota’s commitment to a “dramatic transformation” for Lexus indicates a bold future ahead.
Stay tuned for more updates on this developing story as Lexus prepares to unveil its groundbreaking concept at the Japan Mobility Show. The automotive world is watching closely to see how Toyota’s luxury division will redefine what it means to drive a Lexus.
