New Lexus Concepts
Lexus presented three different LS model concepts at the Japan Mobility Show, which are part of a broader brand initiative called the “multimodal luxury concept.” The company aims to rethink the luxurious lifestyle, making it limitless.
Products for Land, Sea, and Air
As part of the new strategy, Lexus is expanding its activities by developing products not only for automobiles but also for sea and air. The brand, which already has experience in creating luxury yachts, introduced a catamaran concept positioned as a high-performance vessel designed for unparalleled crewless journeys.
Autonomous Catamaran
Details about the catamaran are limited, but it is known to be equipped with a rigid sail covered in solar panels. The aft deck features a spacious platform, and the elegant interior includes large windows, a spiral staircase, and a table for eight people. Lexus emphasized that due to the absence of a crew and the ability to travel across the ocean, owners will be able to enjoy maximum privacy.
Lexus House
Automakers are increasingly turning to residential real estate, and Toyota’s premium brand is no exception, having introduced the Lexus House concept. This house, which looks worthy of a Bond movie villain, features clean lines and the use of local wood species. High ceilings and large glass windows are perfectly suited for remote locations, and the open floor plan provides voluminous spaces. The upper floor includes an area for displaying automobiles among the furniture.
Lexus Hub
The final element of the new strategy is the Lexus Hub—a community space that combines retail, food, art, entertainment, and services such as childcare in a futuristic building. The structure has a spindle shape using renewable wood materials and a transparent roof that provides natural lighting. The space includes a bar and restaurant, as well as a special landing pad for Joby aircraft.
These initiatives demonstrate how Lexus is attempting to go beyond the traditional automobile business by offering integrated solutions for everyday life. The growing competition among automakers in the real estate and mobility services sectors could change the perception of luxury, making it more accessible and multifaceted. Such steps could form the basis for new standards in the industry, where technology and design combine to create a unique experience.