Don’t Need To Protect Image And Constraints: Lexus President Takashi Watanabe

The Lexus we’ve known for decades is changing—and the transformation is more intriguing than you might think. A brand long synonymous with luxury and craftsmanship is now embracing a new identity driven by innovation. Our recent visit to Tokyo for the 2025 Japan Mobility Show offered deep insights into what lies ahead for Lexus and how some long-standing norms are undergoing a significant shift. This evolution spans electrification, diverse body styles, and next-generation technologies.

With Century now positioned as Toyota Motor Corporation’s flagship marque, Lexus is charting a fresh course. In a detailed conversation with car&bike, Lexus International President Takashi Watanabe shared insights into what’s in store. “Century, as the new brand, will carry on the tradition, the heritage, and the formalities of the automotive world. And what that allows us to do is it clears the way for Lexus as a brand now to purely focus on the future,” he says.

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This renewed focus was immediately evident in the lineup showcased at the Lexus pavilion. On display were the Lexus Sport Concept, LS Micro Concept, LS Coupe Concept, and the most talked-about model of them all—the LS Concept. The iconic “LS” nameplate, long associated with the brand’s flagship luxury sedan, is taking on a broader meaning. Going forward, LS will stand for “Luxury Space,” representing an entire series of models under a unified umbrella. It is the clearest indication yet that Lexus is ready to move beyond traditions and breaking conventions as part of its new identity.

According to Watanabe, “The LS was the foundation of our brand; it was our very first car. So we do believe that it needs to continue to be our flagship. But the expression of what it is will evolve. LS being a sedan, we were constrained. We could not break free from that constraint. Our customers have so many different kinds of needs and values. Our LS needs to be able to answer those expectations. So the LS that you see on stage is a result of us pursuing the ultimate chauffeur car without compromise.”

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The LS Concept is far from a typical MPV. It features several standout elements such as a massive sliding door, big glass house and swirl seats—but its most striking characteristic is its six-wheel setup. Watanabe explains, “We had to maximise and rethink how big the door needed to be for everybody to get in and out at the same time. When you really try to do that, you realise right away that with the rear wheel, you are limited in how big a door you can have because the wheel gets in the way.” The two smaller rear wheels, he notes, are not a design gimmick but a functional, engineering-driven solution.

Electrification is another major pillar of the brand’s future, with more pure EVs as well as hybrid and plug-in hybrid models on the horizon. “The primary reason we use electrification for our vehicles and our brand is because it allows us to create new value for our customers,” says Watanabe. “When we start talking about carbon neutrality and being green, we know that electricity is obviously one major solution.” For Lexus, electrification is not just about sustainability but also about delivering new experiences that push the brand forward. The LS Concept embodies that shift, with President noting that the brand is “now reborn.”

Lexus may be far younger than Toyota or Century, but it has successfully carved out its own space—something that holds true in India as well, where its portfolio is seeing stronger acceptance than ever. The display at the Japan Mobility Show was both innovative and impressive, offering automotive enthusiasts much to look forward to. As Watanabe concludes, “If we continue to try and protect our image and constraints, we will never expand, we will never grow.”