Concept cars

2003 Lexus LF-S Concept

December 29, 2003

But there's more to the LF-S, or the GS production car that will debut in about a year's time, than a refreshingly elegant styling direction and improved performance. The car will signify the launch of a new global brand. Lexus was initially designed to target the North American market only. Now the LS, SC, ES, RX and LX models lead the charge into the European market while Central and South American, African, Middle Eastern, South Asian, Southeast Asian and Oceanic, plus some East Asian markets, such as Hong Kong and Korea, also have a full line of Lexus automobiles to choose from. Ironically only domestic Japanese customers have been kept out of the loop, a status that will be rectified by August of 2005, or thereabouts. TMC started a dealership selection process on June 6 of this year, looking for representation from its current 308 domestic retail outlets for the upscale brand. By now TMC should have received approximately 180 applications.

Lexus was initially designed to target the North American market only, but now has its sights set on being a global brand. (Photo: Lexus)

When all is said and done the Japanese automaker will have had time to dramatically redesign or completely eliminate its domestic Toyota nameplate products that wear Lexus badges in foreign markets. However the company decides to do it, Lexus will finally end up in the driveways of Japanese customers and the now revered luxury marque will be available in every major western market.

The LF-S is a stunning automobile, a design that could change peoples' perceptions about Lexus. (Photo: Lexus)

Upon this day's arrival I can only hope that Lexus will have been able to stay true to a great percentage of the LF-S design when going to GS production. It's a stunning automobile, a design that could change peoples' perceptions about the brand, bringing a certain animal magnetism to an automaker that is best respected for offering intelligent purchasing decisions rather than objects of desire. What irony? Something truly good for body and soul that also whets the appetite! Lexus might just be onto something.

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