Toyota Wants Lexus to 'Move More Freely.' But What Does That Mean?

Lexus had record sales last year, with deliveries climbing to 851,214 cars, the highest since the company was founded in 1989. While some might argue it’s best not to mess with a winning formula, parent company Toyota wants to shake things up. We’ve already discussed how the Century nameplate has been elevated to flagship status in the corporate hierarchy, but changes are also underway at Lexus.

According to Chief Branding Officer Simon Humphries, Lexus is now in a position where it can “move more freely” and “push forward as a pioneer.” While those statements sound somewhat vague, they suggest Toyota wants its luxury division to think more creatively. Judging by the teaser for an upcoming concept car, Lexus appears to have been given the freedom to experiment with bold, unconventional projects.

That brings us to the six-wheel minivan debuting later this month at the Japan Mobility Show. It's a concept that might actually reach production one day. It would slot above the lesser-known LM, itself a more upscale version of the Toyota Alphard/Vellfire offered in select markets. Toyota chairman Akio Toyoda hints at the genuine possibility of repurposing the fabled LS badge for this luxurious family hauler:

'It’s an incredible challenge. There are certain things people expect from Lexus—quietness, comfort, the ability to conquer any road. A six-wheeled vehicle must accomplish all these things. Everyone is committed to the task, and I am sure they will succeed.'

Toyoda also emphasized that a Lexus flagship doesn’t necessarily have to be a sedan, explaining that the “S” in “LS” now stands for “space” rather than “sedan.” He told the development team behind the three-axle minivan to “discover” and “imitate no one,” suggesting Lexus has the green light to pursue truly radical ideas.

Toyota isn’t shy about using big words to describe what lies ahead for its premium brand. A genuine “transformation” is underway, with plans to take on “even bolder challenges.” Speaking about the forthcoming concept, Toyoda describes it as “a new form of luxury car” and “an entirely new type of premium, three-row minivan.”

Production of the LS sedan is nearing its end, and its indirect successor promises to be a “dramatic transformation,” according to the Japanese automaker. Chairman Toyoda makes it clear this won’t be another sedan or an SUV, but a chauffeur-driven minivan. The move makes sense to some extent, as luxury vans are becoming increasingly popular in China. Two examples from legacy brands that spring to mind are the Volvo EM90 and Buick GL8.

Local automakers are also crowding the segment with vehicles such as the Voyah Dream, Denza D9, Zeekr 009, and Xpeng X9. Like these Chinese electric minivans, the new Lexus LS will likely abandon combustion engines altogether. But given that the concept hasn’t even been revealed yet, a production version probably won’t arrive before 2027.

Whether such an unorthodox idea will catch on outside China is anyone’s guess. Traditionalists will likely balk at the thought of an LS-badged minivan, a bizarre one at that, but Toyota seems intent on taking Lexus in a far bolder direction.