Next Lexus LS to Go Down “Emotional Design” Route

We already know Lexus is looking to inject some (currently lacking) passion into its range of cars. Only models that currently really make you feel anything (either positive or negative…) are the IS and NX. However, now we learn that the flagship LS will adopt a similar “emotional design” tactic to stand out more.

Look at the current LS and you immediately see hints of 1990s Mercedes and restrained style (more evident in the non-facelifted model pictured) – it’s by no means a beautiful car, but it’s stately and elegant.

Autocar had a chat with the Euro boss of Lexus, Alain Uyttenhoven, who announced the change of tactics. He stated “the LS will remain the pinnacle of the range and have the highest price point,” going on to add that “it’s not good for the brand to have ‘Russian doll’ styling.”

Even so, he said the brand is “not chasing market share” and that they “also need to trade on Japanese differentiation, design and attention to detail.”

We just hope they rethink their headlight design philosophy before they proceed to designing it – the IS and NX are quite polarizing in that respect with their Nike logo-inspired design and bulbous appearance (especially in the case of the former).

Uyttenhoven also suggested that the brand may look at making a smaller crossover, though he insisted that “chasing volume” is not a priority.