BEYOND ZERO, LEXUS REBORN Designing the Next Chapter of Luxury through the Power of ‘Electricity at Its Finest’

BEYOND ZERO, LEXUS REBORN

Designing the Next Chapter of Luxury through the Power of ‘Electricity at Its Finest’

In 1989, a single car—the Lexus LS—changed the world by proving that extreme silence and mechanical perfection could define a new era of luxury. Today, Lexus stands at the threshold of its most profound transformation yet: Lexus Reborn. This is not merely a shift in technology, but a reimagining of the brand’s soul, merging 35 years of Takumi craftsmanship with a radical leap into a fully electrified future.

The Story of a Rebirth

Under the vision of President Takashi Watanabe, “Lexus Reborn” represents a pivot from being a traditional premium automaker to a “mobility lifestyle” pioneer. The brand is shedding the constraints of the past to explore a future where luxury is defined by space, time, and human connection.

“If we continue to protect our old image, we will never grow,” Watanabe says. “Lexus Reborn is our commitment to pushing the boundaries of what a luxury experience can be—extending our reach from the road to the sea and the sky.”

Research & Development: The Shimoyama Crucible

The heartbeat of this rebirth is the newly operational Technical Center Shimoyama. This world-class R&D hub serves as the “crucible” where every next-generation Lexus is forged.

• Driven to Perfection: Engineers are utilizing over 10 different test courses that recreate the world’s most challenging roads to refine the Lexus Driving Signature—a unique feel of linear, intuitive control that remains consistent whether the car is a hybrid or a battery-electric vehicle (BEV).
• The Software Revolution: Innovation isn’t just under the hood; it’s in the code. The upcoming Arene OS will allow Lexus vehicles to learn, adapt, and personalize the driving experience, acting as a digital “butler” that embodies the spirit of Omotenashi.

The 5-Year Roadmap: From Concept to Catalyst

Lexus is accelerating its “Next Chapter” with unprecedented speed, positioning the next five years as a pivotal era in its journey toward a fully electric global lineup by 2035. This evolution is defined by a commitment to high-performance innovation—ranging from revolutionary modular manufacturing and 800km-range batteries arriving in 2026 to the imminent debut of breakthrough solid-state technology. By integrating these advancements into core models like the RZ and the upcoming 2026 ES, Lexus is proving that electrification is more than a shift in powertrain; it is a fundamental enhancement of the refined, quiet sanctuary and signature driving dynamics that define the brand’s luxury iconography.

The Evolution of Omotenashi

In this new chapter, the Japanese principle of Omotenashi (hospitality) evolves. It is seen in the Climate Concierge that senses your body temperature, the Thematic Ambient Illumination that mirrors your mood, and the use of sustainable Bamboo CMF (Color, Material, Finish) that honors the earth while coddling the senses.

Lexus is no longer just building cars; it is crafting “Luxury Spaces” (the new definition of the LS) that serve as a sanctuary in a fast-paced world.

As Lexus charts this bold new course, it remains anchored by a singular truth: technology may change the way we move, but the human spirit remains our ultimate north star. This is the Lexus Next Chapter—a future where innovation serves the soul, and luxury knows no bounds.