Lexus is undergoing a strategic “rebirth” under President Takashi Watanabe, transitioning from a premium automaker to a “mobility lifestyle” innovator. The brand’s focus on full electrification (BEV), new mobility formats (beyond cars), and the separation of the ultra-luxury Century marque are key drivers.
This transformation aims to deliver a future of enriched luxury experiences, bespoke mobility, and next-generation, technologically advanced electric vehicles for the global luxury buyer, including the Indian luxury car market.
All major claims regarding the strategic direction, the role of President Watanabe, the Century separation, and the focus on BEVs were verified as accurate based on recent official announcements, especially those surrounding the Japan Mobility Show 2025 (JMS 2025).
- JMS 2025 Rebirth: Confirmed as the official platform for announcing the strategic shift.
- President Takashi Watanabe: Statements on shedding past constraints and exploring new mobility formats are directly quoted/paraphrased from his interviews/briefings at JMS 2025.
- Century as Separate Ultra-Luxury Brand: Confirmed. This move frees Lexus to focus on future, electrified, and diverse mobility solutions, as Century takes on the role of the ultra-traditional flagship.
- Electrification Strategy: Lexus is indeed shifting its focus to Battery Electric Vehicles (BEVs) and next-generation platforms, aiming for a global BEV-only lineup by 2035 (and 2030 in some regions like North America).
A Luxury Brand Re-Imagined: Discover the New Lexus Identity
At the recent Japan Mobility Show 2025, Lexus officially declared it is not simply evolving-it is being reborn. President Takashi Watanabe explicitly described this as a moment to shed past constraints: “If we continue to protect our old image and constraints, we will never expand or grow.” The brand is transforming its identity from a premium automaker to a comprehensive “mobility lifestyle” innovator.
Key Themes in this Rebirth:
- Unified Luxury Identity: Loosening the link between body-style (sedan/SUV) and luxury hierarchy, focusing on the customer experience first.
- Full-Electrification Strategy: Electrification that goes beyond mere compliance, instead driving emotional engagement and new vehicle value.
- Expansion of Mobility Formats: Exploring new experiences beyond traditional cars, including potential terrestrial (luxury MPVs, 6-wheelers), marine, and aerial applications.
Strategic Pillars – Delivering Future-Ready Luxury
| Pillar | Insight | What It Means for Luxury Buyers |
| Electrification & Technology | Shifting emphasis from traditional hybrid systems to full Battery-Electric Vehicles (BEV), with a focus on creating new value (e.g., advanced drive systems, steer-by-wire). | Expect next-generation BEVs with high-range batteries (Toyota/Lexus solid-state batteries are planned), bespoke EV performance, and truly advanced digital integration. |
| Mobility Beyond the Car | Next-gen model architecture prioritizes ‘space and experience’ over conventional body-style classifications, as seen in concepts like the LF-ZL. | Luxury buyers may see sub-brands or new vehicle formats (e.g., ultra-luxury MPVs like the LM, micro-mobility, or bespoke high-end EV concepts). |
| Refined Luxury & Craftsmanship | Core DNA of Takumi Japanese craftsmanship and quiet refinement remains, but is now focused on the future. The separation of the ultra-luxury Century marque frees Lexus to innovate. | This means a refined crafts-and-technology blend-exclusivity, bespoke materials, and smart, subtle luxury, rather than overt flash. |
Key Shifts: The New Brand Hierarchy
The formalization of the Century program as a separate ultra-luxury marque is perhaps the most significant structural change.
- Century: Now a standalone, ultra-luxury brand positioned above Lexus, focusing on traditional Japanese luxury, heritage, and chauffeur-driven experiences.
- Lexus: Now fully free to focus on innovation, performance, electrification, and next-generation mobility for the modern, discerning luxury buyer.
Implications for Luxury Car Buyers in India
For the premium buyer in India, these changes signal a distinct shift in the competitive landscape:
- Future-Ready BEVs: Lexus’s commitment to new EV platforms suggests upcoming models will rival European BEVs on technology and performance. Ownership quality and the delivery of a premium electric experience will be key differentiators.
- Bespoke Luxury Value: The luxury equation is moving beyond just badge and power; experience, customisation, and mobility format are becoming critical. Lexus is actively tailoring its products and experiences to this new paradigm.
- Brand and Resale Value: Repositioning toward radical innovation may significantly enhance Lexus’s appeal among high-net-worth individuals. However, the speed of model rollout, local-market specific support, and the charging infrastructure for these next-gen BEVs in India will remain crucial factors for early adopters.
Challenges & Watch-Points for the Lexus Rebirth
- Speed of Execution: Translating a clear strategy into quick, successful global product launches (new BEVs, new architectures) is the primary hurdle.
- Infrastructure & India Fit-out: The premium EV space in India still faces challenges around fast-charging, service network readiness, and localized battery support. Lexus must deliver an infrastructure solution worthy of its premium buyers.
- Brand Focus: As the brand broadens its scope (“land, sea, sky”), buyers must ensure their chosen model aligns with the core luxury-vehicle promise, avoiding any sense of a diluted “mobility service.”
Verdict: Lexus’s Next Chapter is Your Opportunity
Lexus’s “rebirth” offers a compelling proposition: a luxury brand that successfully blends quiet, reliable Japanese craftsmanship with radical, electric innovation. It’s an alternative to the dominant German marques, positioning itself with a fresh outlook and serious ambition for the future of mobility.
If your priorities include:
- Distinctive luxury with a strong craft-and-tech identity.
- Electric mobility with premium execution (not compromise).
- Ownership that reflects a forward-looking lifestyle and exclusivity.
…then Lexus’s upcoming next-generation models deserve your attention.
Connect with the Motozite Team to evaluate the upcoming Lexus model line-up, assess how their strategy plays out in India and find the one that fits your luxury-car vision and future-proof ownership.