![[Toyota Times] From Strengthening Foundations to Boosting Productivity - Toyota Focuses on Break-Even Volume](https://businessfortnight.com/wp-content/uploads/2025/11/Toyota-Times-From-Strengthening-Foundations-to-Boosting-Productivity-Toyota-218x150.jpg "[Toyota Times] From Strengthening Foundations to Boosting Productivity – Toyota Focuses on Break-Even Volume")
CBO Humphries
“For a car brand that begins with the flagship.” And our flagship is the LS.
“Since the Lexus LS was introduced in 1989.” The rules of the luxury market have changed dramatically.
Once upon a time, executive sedans ruled the automotive world.
Now, they are fighting a losing battle with SUVs. People are aspiring to completely different experiences.
Our customers want to define things on their own terms. They want the space and freedom to curate their time with maximum efficiency.
And they aren’t afraid to challenge the status quo in pursuit of that ideal.
Lexus has always been about more than just four wheels. We have never shied away from a challenge to discover new products new services new experiences.
And now to redefine our flagship. An LS that no longer stands for Luxury Sedan nor Luxury SUV but rather for Luxury Space.
Ladies and gentlemen here it is The new LS Concept!
I did promise you the future would be about more than four wheels but you probably weren’t expecting six!
“When that door opens you are teleported to a home away from home your own private space a space to truly discover sanctuary.”
Six wheels to revolutionize packaging. Maximizing floor space. Unhindered access. An environment to call your own.
Space is freedom And space is privacy. Two commodities that are simply priceless.
In a frenetic world, what greater luxury is there than that?
