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.
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| 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.
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| 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
