With the bustling energy of Monterey Car Week as a backdrop, Lexus celebrates its 35-year heritage at the brand’s Pebble Beach activation space (Pebble Beach Golf Links, 3rd Fairway – off Palmero Way) with iconic vehicles on display and a look into the future.
From the 1990 Lexus LS 400 that launched the brand, to its most recent future concepts (LF-ZC and LF-ZL) that debuted at the inaugural Japan Mobility Show 2023, attendees will experience the evolution of Lexus over time.
Looking ahead, the LF-ZC (Lexus Future Zero-emission Catalyst) will be front and center in the display, emphasizing Lexus’ vision of the future as the brand strives to make luxury personal through next-generation battery electric vehicles (BEVs) that push boundaries and leverage new technologies. The LF-ZC concept makes its North American debut beside an imposing BEV mobility flagship concept, the LF-ZL (Lexus Future Zero-emission Luxury).
Both concept vehicles embody Lexus’ vision to create a more personalized driving experience for its customers as it aims to make features that offer traditional omotenashi—”anticipatory hospitality” in Japanese—even more advanced. The LF-ZC and LF-ZL feature a next-generation fully digital intelligent cockpit that provides intuitive, quick access to essential controls in an immersive driving environment. The concepts also foreshadows the Japanese luxury brand’s Arene Operating System (OS), which will help allow Lexus to learn and anticipate each driver’s needs, in the cabin and on the road.
In a nod to the brand’s 35th anniversary, visitors will find a throwback to the iconic commercial that heralded the launch of Lexus: a 1990 Lexus LS 400 with a pyramid of champagne glasses on its hood. First aired in 1989, the award-winning Balance commercial highlighted the speed and ultimate refinement of the original Lexus LS 400 by carefully balancing a five-row pyramid of champagne glasses on the hood before accelerating from a standstill to 145 mph on a rolling road.
And, to highlight the present, vehicles from the current Lexus lineup will welcome visitors around the display. From overlanding to performance and the latest brand partnerships, attendees will have the chance to get up close and personal with the GX 550 Luxury+ Malbon Concept, GX 550 Overtrail+, IS 500, LC 500 Convertible, LX 600, RC F GT3 and RZ 450e.
