In welcoming the era of electrification, apart from presenting various models of environmentally friendly vehicles, Lexus has also made several important changes. One of them is to use a new emblem on the back with the words Lexus instead of the L logo that we usually find on premium vehicles. This was conveyed by the Global Head of Marketing, Brain Bolain at the Design Miami event.
Meanwhile, the first model to adopt this new badge is the Lexus NX 2022 which also offers a new entertainment system. After the Lexus NX in the future, other models will use the new emblem as a Lexus identity to go in a better direction. Although several concept vehicles such as the Lexus LF-30 and LF-Z have also adopted the emblem, the NX is the first production vehicle to introduce this identity.
“We needed some way to signal that change was coming to Lexus, and this might seem like a stupid way to go, but it catches your eye,” says Bolain.
Meanwhile, the entertainment services that will be embedded in the new NX generation and other models have been updated to make it easier to operate. Now the navigation system is supported with Google Maps and can connect to Apple Music and Amazon Music.
In terms of connectivity, the touch screen is supported by Apple Car Play and Android Auto synchronization. Meanwhile, the swivel lever that is usually available on the center console of this latest generation has been removed.
In addition, consumers can also choose different screen sizes depending on the model ranging from 8 inches – 14 inches with support for a sophisticated and more responsive processor. Reportedly Lexus spent millions of dollars for some changes to this entertainment system. Even Lexus also made improvements to the over-the-air system and cloud capabilities to store data on the entertainment system.
In addition, in the future Lexus will also present special vehicles for only a few countries. One of them is the presence of the UX300e and UX full EV which are not sold in the US and replace them with other models that are currently being prepared. In the future, Lexus plans to continue to add special models sold in the market that are suitable for these vehicles.
One of Lexus’s current challenges is to conquer the European market, which must compete with local premium brands, which of course are more trusted by consumers. However, this does not break Lexus’ plans to continue to expand with its newest models, including electrification.
“One of our real thrusts is the need to have more product diversity and more respect for the fact that some markets need some things that others don’t. As we move forward there will be opportunities for us to satisfy North America, Europe, Asia independently while spreading wings,” added Bolain.