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Lexus Concept to Reveal New Design Direction

Pumping passion into the brand?

by on Dec.12, 2011

Lexus offers a tease of the new styling concept it plans to unveil in Detroit next month.

The folks at Lexus (and parent Toyota) seem to be making it a requirement to use the word, “passion” whenever possible.  It certainly has been a hallmark of comments made by CEO Akio Toyoda in recent months, especially when he has turned the topic to the maker’s high-line Lexus brand.

According to the grandson of Toyota Motor Co.’s founder, the goal is to dial up the emotional factor for a marque that has tended to be staid and solid but decidedly not passionate in its first two decades.  We got a hint of the more expressive Lexus with the recent launch of the 2013 GS sedan.  (Click Here for more on the Lexus GS.)

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