Exploring the Uniformity Amongst All Battery Electric Vehicles
Lexus Unveils Electrifying Vision at Auto Shanghai Motor Show
At the 2023 Auto Shanghai motor show, Lexus International, under the leadership of President Takashi Watanabe, unveiled its flagship MPV model, the Lexus LM, and showcased its strategic approach for battery electric vehicles (BEVs).
Watanabe, who previously worked as the chief engineer on the RZ project, has been instrumental in shaping Lexus's electrification strategy. His vision for the brand is to deliver next-generation sports cars that combine emotional appeal with advanced technology.
This vision is reflected in the Lexus Sport Concept, which debuted in 2025. The concept emphasizes a wide and low-profile two-door design, fusing dynamic and emotional elements as a vision for future BEVs, particularly highlighting a successor to the iconic LFA sports car.
Key aspects of this strategic approach include creating distinctive BEV designs inspired by past successes but pioneering new aesthetics and performance standards. The Sport Concept hints towards an electric coupe drawing cues from the Electrified Sport concept first shown in 2021.
The strategy also aims to balance bold, emotionally engaging design with solid-state battery technology and high performance. The goal is to achieve long-range capability (around 700 km) and rapid acceleration (0-100 km/h in under three seconds), although final production specifications may vary.
Lexus is also integrating BEVs into a broader portfolio strategy. The brand does not plan to fully electrify the entire lineup by a fixed deadline but instead develops hybrids and pure electric vehicles side by side to cater to diverse market needs and preferences.
Watanabe's goal is to create cars that make people smile through advancing Lexus's unique designs and driving experience with electrification technologies. This was evident in the two customized RZ concepts on display, which embodied Watanabe's ambition for the brand.
Chairman Akio Toyoda praised the RZ developed by Watanabe's team, saying, "Now this is a Lexus." Toyota, known for working directly with development teams to test and improve Lexus cars, expressed his confidence in Watanabe's leadership.
Li Hui, Executive Vice President of Toyota Motor (China) Investment Co., Ltd., spoke about the essence of Lexus during the press conference. According to Hui, generations of Lexus's craftspeople have remained dedicated to creating a sense of "comforting luxury."
Watanabe became President of Lexus International in March 2023. The 2023 Auto Shanghai motor show was his first international motor show since taking the helm at Lexus. The Chinese market's rapid shift to electric and smart technologies was prominently on display at the show.
In his speech at the motor show, Watanabe expressed concern about all cars resembling each other in the shift to BEVs and sought to preserve Lexus's unique driving feel and design. He aims to continue offering cherished vehicles that enrich diverse lifestyles, avoiding turning cars into a commodity.
With its strategic approach to BEVs, Lexus is positioning itself to deliver unique, emotionally driven electric vehicles with high-performance capabilities, ensuring that electrified Lexus models offer a distinct and compelling driving experience aligned with Lexus’s brand ethos.
The strategic approach of Lexus, under President Takashi Watanabe, aims to create electric vehicles that blend advanced technology with an emotional appeal, as showcased by their concepts like the Lexus Sport Concept and the customized RZ.
To ensure their electric vehicles stand out, Lexus is not just focusing on performance and long-range capabilities (around 700 km), but also on maintaining distinct designs inspired by their past successes, a commitment that seeks to prevent cars from becoming a commodity and preserve Lexus's unique lifestyle offerings.
