Art-inspired flagship models create new high in China auto market

Lexus China's art-inspired top luxury flagship models are poised to set new benchmarks in the premium D segment with a fresh sensual experience created in line with customers' unique lifestyles.

The premium auto maker launched its dual flagships, all-new Lexus LS and LC, whose brave designs, "Takumi" craftsmanship, imaginative technologies, and exhilarating performance step aside from the European peers.

The all-new Lexus LS 350 is offered at 888,000 yuan ($140,000) or 1,038,000 yuan, while the suggested prices for hybrid LS 500h range from 958,000 yuan to 1,288,000 yuan. All-new Lexus LC 500h is sold at prices start from 1,268,000 and top at 1,386,000 yuan.

All-new Lexus LS and LC feature as many as possible original art-inspired designs that have never appeared in the Chinese market, to create an unparalleled luxurious feel at the customers' first sight.

Kevin Chen, general manager of the marketing and communications division of Lexus China, shared the brand philosophy and brand essence in an innovative way at the ceremony, instead of presenting the product specifications in numbers.

"The Lexus LS and LC illustrate the all-new design language that communicate our understanding of the future and the thoughts on the luxury lifestyle," said Chen.

As one of the flagships, the all-new Lexus LS reflects a strong, uniquely oriental identity and a new approach inside and out to creating trim elements again turned to Eastern culture, combining traditional aesthetics.

The luxury sedan is bestowed with a more elegant silhouette, more rejuvenating and vigorous driving experience and coupe-level control, drawing everyone's attention on the go or standing still.

Inspired by nature, the spindle grille in the all-new LS was forged with 5,000 facades under different lighting after months of CAD modeling and manual adjustment, showcasing unparalleled and sophisticated texture via refined grid variation.

Superior ambient interior lighting inspired by "Andon" lanterns and armrests that appear to fl oat next to the door panel create luxurious feel to help a customer remain in a comfortable, cozy and peaceful mood.

The decorative horizontal chrome lines connecting both ends of the dashboard resemble strings of Zheng, a Chinese musical instrument, bringing artistic and stylish atmosphere to the interior.

Built to oriental aesthetics, the all-new Lexus LS has advanced manufacturing techniques applied to perfectly illustrate the brand's innovative elegance through "Takumi" craftsmanship. This is reflected in signature touches, including "Kiriko" glass ornamentation, reflecting gorgeous radiance and "Origami" handcrafted pleats presenting sophisticated textures, which are available on the door trim in the top configured Executive version.

Besides exemplifying a true handcrafted approach, the latest models of ers innovative Lexus Multi-stage Hybrid System with a refreshed interpretation of luxury enjoyment, besides a perfect balance between performance and efficiency.

Thanks to the Lexus Multi-stage Hybrid System, Lexus LS' exhilarating and smooth power output and passionate eco-friendliness leaves the other racers in dust.

The world's first electric transmission, simulated 10-speed shift, pushes the performance of a 3.5-liter twin-turbo V6 engine to a new extreme.

The even sharper and more refined luxury flagship, the all-new Lexus LC coupe, presents a special Launch Edition featuring a Structural Blue exterior and Breezy Blue interior, to deliver sensual experience integrating a passionate driving with the senses of hearing, touching and feeling.

New luxury lifestyle

The two flagship models set the pace for Lexus brand innovation and evolution in the all-new brand chapter marked with the slogan "Experience Amazing".

Lexus is undergoing a metamorphosis into a luxury lifestyle brand that generates more emotional brand experience that has temperature, and creates a lifestyle filled with high-quality and passion for the customers.

The upgraded brand philosophy not only appears in Lexus model designs, but also conveys the critical essences through the entire value chain including production and operation to fulfill the ever-changing needs of the customers, dubbed "Experiential Masters".

Producing incomparable value in luxury lifestyles, enriched experience, and emotional feel, Lexus has successfully driven up its brand recognition and reputation that result in a remarkable annual sales volume and growth rate in the Chinese market.

"For us it's not about 'speaking the Chinese language' in China - Lexus is the only premium car brand rooted in Eastern culture," said Chen. "It's more about presenting the essence of Oriental aesthetics in contemporary styles and striking a chord with Chinese."

Chen's team, in charge of branding of Lexus in China, masterminded or sponsored a string of tasteful art programs last month from a finale of the touring exhibition featuring the new Chinese craftsmanship spirits, to Men's Uno Young annual party and award ceremony.

A three-day seminar was also organized for experts and elites exchanging ideas on "new art of luxury" represented by all-new Lexus LS and LC in Beijing from Dec 8 to 10, 2017.

Looking back, the company has registered a new sales record last year with a total of 132,864 cars delivered to the local customers, 22 percent more than the amount in 2016.

haoyan@chinadaily.com.cn

(China Daily 01/15/2018 page19)