Tech

Dedication and Adaptation: The Lexus Design Awards

Image Courtesy of Lexus.

Brian Bolain is global head of marketing and public relations for Lexus International. He is also responsible for Lexus brand marketing and PR worldwide. This includes developing strategic directions for Lexus in more than 90 markets, product launches, global messaging, creative development and coordination between global distribution partners. He spoke with SLEEK about the special visionary part and the close connection between design, creativity and Lexus as a pioneer.

SLEEK: Is Lexus in a good position right now to benefit from the latest technologies?

Brian Bolain: Lexus will help lead the way towards pure electrification within the global Toyota organisation. By 2035, all Lexus products are expected to be offered as pure EVs. Lexus will also take advantage of related new technologies, such as steer-by-wire. In addition, Toyota is creating an operating system for its vehicles, known as Arene, from which Lexus will derive a software-first benefit moving forward.

S: Is there a kind of defining design philosophy?

BB: With the advent of more pure electric vehicles, it’s fair to say that the L-Finesse design philosophy will also be evolved, taking advantage of the fresh proportions made possible by the more compact packaging of EV components.

S: Is it a truly global brand in terms of consistent messaging?

BB: It is Lexus‘s goal that major talking points about the brand be shared globally. But we realise that local markets need to adapt messaging to align with relevant messaging platforms, societal norms and local language.

S: How does Lexus define itself against rival design brands?

BB: First and foremost, we try to be true to the Lexus brand itself. Our brand’s global foundation is twofold: Lexus is a human-centred brand that offers benchmark customer care (or omotenashi). And that is complemented by craftsmanship and materials usage made possible by decades of experience among our craftspeople (takumi).

Image Courtesy of Lexus.

S: Do you think it is important to stick to the dedicated principles that form the basic framework like a kind of DNA?

BB: Our DNA is very important to Lexus. It is well understood in approximately 100 countries where Lexus is on sale and helps to generate strong loyalty for the brand. Of course, from time to time, it’s important to add more dimension to any brand and Lexus pursues that idea. Over time, we have added electrified vehicles – Lexus was the first luxury brand to offer a hybrid in 2005 – that create new segments. For example, the RX was the first luxury crossover built on a unibody platform) and performance vehicles, including F and F Sport models, plus the supercar LFA.

S: What are the issues that will increasingly affect the car of the future and influence car manufacturers’ thought processes or design ideas?

BB: Design itself has become more complex. No longer is it simply how a car might look. Instead, it’s now the way the car looks, how it responds to driver inputs thanks to technology and the way the user interacts with the car’s controls such as touchscreens, voice activation, heads-up displays and so on. We are crafting a 360-degree user experience.

S: What will cars be like in the near future?

BB: Cars will become ever-better partners, able to anticipate need and help reduce some of the stress a driver might otherwise feel.

S: And why will Lexus be at the forefront of this?

BB: Lexus will continue to engineer amazing experiences for its customers, whether in the car or in the dealership. Technology will make the experiences more seamless yet without being overwhelming from a technological perspective. This is one of the promises Lexus makes as a human-centred brand.

S: One more question about the connection between Lexus and Milan Design Week. How does Lexus belong there?

BB: Brands must find meaningful ways to remain top of mind among consumers but they must do so through relevant and authentic activities. For Lexus, one way to do that is through the discussion of design. The design space offers a natural parallel to automotive so we are able to tell Lexus stories, but through a lens that may be of greater interest to a specific audience. This year, for example, we told the story of electrification and sustainability through the eyes of the respected architect and designer, Suchi Reddy.

As featured in SLEEK 77 – TRUST. Available in print and digital here.