Lexus Turns the Page with New Spindle Grille
This is clearly a turning point for Lexus. For more than two decades, the brand’s conservative image that boasted dependability and comfort has been rewarded with 11 years as the best-selling luxury brand in the U.S.
But when devastation hit in 2011 after the big earthquake in Japan, the luxury car company suffered a hit as well. Production slowed leaving company heads no choice but to develop new methods of brand repositioning.
It was during that time, that designers at Lexus decided to take a quantum leap by introducing the “spindle grille.” More than just your typical new generation model make over, Lexus’ new grille represents the rebirth of an icon: a complete deviation in style and attitude.
According to Yo Hiruta, global design chief for Toyota Motor Corp.’s Lexus Division, the car maker opted to go bold and create an “in-your-face” design expression that speaks to a younger generation of car buyers.
It’s the customer that demands something be done in terms of style. If your vehicle is not meeting buyers’ wants and needs or keeping pace with current trends in the market, then the brand suffers.
Lexus has made it clear that it’s not afraid to take risks. Dubbed by enthusiasts and critics alike as everything from a beard trimmer to alien in the movie Predator, the point is that with the emergence of good design, there will also be a divergence of opinion about it.
Is the car maker asking potential buyers to make a choice? Maybe so. But the idea is to not just like the way the Lexus vehicle looks, but to love it. Even if that means not everyone will.
“…it’s good there are people that don’t like our design – because good design will split opinion, and it will make you love something instead of just being OK with it,” says Karl Schlicht, former Lexus Global general manager.
To the people at Lexus, strong design makes people take a second look, especially when larger, more established brands are in the running. The car maker wanted to create a look it could apply across the board; from sports coupes to four door sedans and crossover SUVs.
For Lexus, the spindle grille is more than just a shift in design; it’s the beginning of an evolution. The car maker is establishing a riskier, edgier and more performance-oriented persona.
This new design encompasses oneness between vehicle and driver with instant visual recognition mixing boldness, sophistication and elegance. That’s the future of the new Lexus. If you’re ready to find the right Lexus for you, visit Lexus of Highland Park. We have a quality selection of Lexus vehicles and will be happy to help you select the perfect one.
