Toyota’s flagship luxury brand, Lexus, is poised to assume a pivotal role in the company’s electrification strategy. Lexus unveils a revamped version of its luxury model, incorporating the Japanese concept of ajimigaki, which emphasizes subtle yet deliberate attention to detail.
In English, the Japanese term ajimigaki refers to the concept of style refinement. While refining the Lexus model aligns with its objectives, this subtle distinction has significant implications internally.
Following the launch of its state-of-the-art analytics and innovation hub in Toyota City, Japan in March, Lexus is poised to leverage cutting-edge technology and tools to craft “ever-better vehicles,” including electric vehicles (EVs).
While not a traditional manufacturing facility, the Shimoyama Analysis and Growth Centre functions as a vital hub for the development of Lexus and GR brands.
The new manufacturing facility will boast the sleek design reminiscent of a pit stop at the iconic Nürburgring, its strategic location poised to accelerate growth and simultaneously spark the company’s electric vehicle transformation.
For the first time, Lexus can integrate all stages of vehicle creation under one roof – designing, developing, engineering, prototyping, and testing. Toyota accelerates growth and manufacturing with cutting-edge digital technologies.
(Supply: Toyota)
At the opening ceremony, Toyota’s Chairman Akio Toyoda revealed plans to gather around 3,000 individuals to “develop, test, and refine” innovative automotive technologies. He emphasized that the more they drive and push the limits of their vehicles, the better they will become over time.
Toyota’s luxury brand Lexus to spearhead company’s electric vehicle strategy.
Simon Humphries, Toyota’s global design chief, revealed during a groundbreaking tour of the facility that the innovative platform will transform Lexus’ approach to building cars, effectively propelling the luxury brand’s transition towards electric vehicles.
“Humphries emphasized that this facility is the key to making this project a reality.” By establishing independent operations, Lexus gains a competitive edge over rivals Acura and Infiniti, which are tied to Honda and Nissan respectively, potentially granting the luxury brand a distinct advantage in the market.
“With the substantial number of projects currently under way, being able to access everything from one central location is absolutely crucial,” Humphries explained.
Toyota and Lexus plan to revitalise their premium brand by employing a strategic ‘ajimigaki’ approach. Under a single roof, the integration of all instruments enables the company’s swift pivot towards electric vehicles (EVs), making up for lost ground in its initial lag.
Under Toyota’s stewardship, Lexus has lagged behind in the transition process. The upscale model is poised to assume a pivotal role in the Japanese manufacturer’s forthcoming electric vehicle strategy.
Toyota’s forthcoming electric vehicle (EV) platform is slated to make its global debut in a Lexus model by 2026. At the 2022 Japan Auto Show in October, Lexus unveiled two concept vehicles, the LF-ZC and LF-ZL, which are expected to evolve into production models built upon a shared platform. Designers on the new website are leveraging the insights from the report as a springboard for their creative endeavors.
Despite being a subset of the extensive Toyota Technical Centre, the Lexus website is poised to play a significant role in the company’s future plans.
By 2030, Lexus aims to offer an electrified option for every model in its portfolio. By 2035, Lexus intends to transition its entire lineup to electric vehicles, making a significant commitment to sustainability and eco-friendliness in the automotive industry.
