Lexus Will Reportedly Replace Rear-End Badge With Lettering Across Entire Lineup

Lexus feels it has to spell it out for you and, across the back of its cars at least, will make the switch from its longtime L badge, replacing it with its full name.

Brian Bolain, Lexus’ global head of marketing, recently told Motor Trend that the trend previewed with the 2022 NX will eventually be a brand-wide design choice.

“We need some way to signify that change is coming to Lexus, and this may seem like a dumb way, but it catches your eye,” Bolain told the outlet. The updated LX will be the next vehicle to gain the badge.

The trend is part of a larger industry move towards bold lettering, rather than symbolic badging. Lexus will join Range Rovers, the Jeep Grand Wagoneer, the GMC Hummer, and a number of others in choosing to spell its name out over the rear of its vehicles.

Read Also: Car Brand And Model Names Go Wide And Large In New Trend That’s Sweeping The Industry

Additionally, Lexus is looking to up its infotainment game. Along with Toyota, it has invested millions in a new touch-sensitive infotainment system that’s easier to use and connects to Apple CarPlay and Android Auto. The company is so excited about the new system that it might not even wait until it’s time for a mid-cycle refresh to add the system to a given model.

“There’s a very quick window, something like 30 months or so, but we’re not waiting for major changes,” Bolain said. “We’re doing it fast.”

The new infotainment was first shown on the Lexus NX and it will soon be found in the LX. It will be offered with two screen sizes. The first will be an eight-inch option while a 14-inch screen will be offered on higher-trim models. With more processing power, the system will be faster and more responsive and will also allow Lexus to implement over-the-air updates.

Finally, the Lexus brand will start to become more differentiated by region, Motor Trend reports.

“One of our real pushes is the need to have more diversity of products and have more respect for the fact that some markets need some things that other markets don’t,” said Bolain. “As we move forward, there will be opportunities for us to satisfy North America, Europe, Asia independently as we spread our wings.”


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