MOTORING: The BOLD New Face of LEXUS: The “SPINDLE GRILLE”

Before now, the Lexus vehicle line-up has never really been distinctly recognizable as, say for instance, the BMW with its double-kidney grille, dating as far back as 1930, or the Mercedes Benz, with it’s wide chrome strips and horizontal louvers. 

Would you know you were looking at a Lexus if you saw its grille? Not exactly memorable, let alone iconic. Indeed, Lexus has long been criticized in automotive circles as being a dull brand in need of a fresh face. 

The Spindle Grille

Now, as part of its biggest makeover in years, one that is more than sheet metal-deep, Lexus is rolling out what executives hope will be a breakthrough look: The Lexus "spindle grille." Created (almost accidentally) by Katsuhiko Inatomi (pictured below) , the lead designer of the 2013 Lexus GS, the spindle grille leads the way in Lexus’ new design direction. Lexus is trying to get some attitude as it seeks a higher sales altitude. The grille is a symbol of the wider transformation which includes riskier styling, edgier marketing, more-responsive,  performance oriented vehicles and better customer service. 

Yo Hiruta, (left), Lexus Division global design chief, and Katsuhiko Inatomi (right), GS lead designer, played key roles in the look of the new spindle grille.

 "Customers want stronger character, a stronger expression of the premium brand," says Yo Hiruta, Global Design Chief for Toyota Motor Corp.'s Lexus Division (also pictured below). "We decided to use the grille in that more powerful way." He adds: "This a very, very important turning point." 

 More Details on Lexus’ New Grille and Direction

 While the grille may be cosmetic, it points to much deeper changes at Lexus. The new formula: sportier designs and more performance-oriented engineering – which is manifested in the new 2013 Lexus GS, a car that automotive journalists the world over are comparing to the BMW 5 Series in terms of driving dynamics. The brand is chasing younger customers and taking more risks.

The new Lexus  spindle grille introduced earlier on the LF-Gh concept, was formally launched on the new 2013 GS Sedan that hit U.S. Showrooms in February. Later appearing on the ES, RX, LX, and LS models.  The grille will spread to the rest of the Lexus line-up and its here to stay!

The LF-LC Future Vehicle

What do you think of the new design?

Taiwo Onalaja’s Thoughts: Much needed face-lift – Looks like Lexus is better poised to engage it’s German rivals “The Big 3” Audi, BMW and Mercedes!