Lexus has announced plans to tackle its longstanding challenges to enhance its competitive edge against the German luxury giants—Mercedes, BMW, and Audi. This move signals the brand’s determination to reposition itself within the luxury automotive market, aiming to match and even surpass the high standards set by its European rivals.
Lexus, known as the luxury division of the Japanese automaker Toyota, has traditionally been recognized for producing vehicles that offer a remarkable blend of durability and comfort. These qualities have long been the hallmark of the brand, attracting a loyal customer base that values reliability and refinement. However, despite its success in these areas, Lexus has often been perceived as lacking the excitement and dynamism that define the driving experience of its German Luxury counterparts. With the exception of a few standout models like the Lexus LFA, a high-performance sports car, the Lexus ISF, and the Lexus LC500, the brand has struggled to evoke the same level of enthusiasm as Mercedes, BMW, and Audi. Now, Lexus is determined to change that narrative.
A detailed report from Automotive News, published on Tuesday, sheds light on the ongoing efforts within Toyota, the parent company of Lexus, to elevate its luxury offerings. According to the report, Toyota has been benchmarking its Lexus vehicles against those of its German competitors since 2018. This comprehensive analysis revealed a critical shortcoming: Lexus cars were found to be less rigid in terms of structural integrity compared to the German Luxury models. This lack of rigidity has been a key factor in why Lexus vehicles have not been able to match the precise handling and solid feel that are often praised in Mercedes, BMW, and Audi vehicles.
In response to these findings, Lexus has embarked on a significant engineering initiative aimed at closing this gap. Development teams across the brand have been working diligently to enhance the structural rigidity of every model in the Lexus lineup. According to Automotive News, these teams have been systematically adding struts to the front, rear, and center sections of each vehicle, a move designed to bolster the overall rigidity and, consequently, the driving dynamics of the cars. This approach is part of a broader strategy to establish a unique and consistent driving identity for Lexus—one that can compete head-to-head with the German Luxury brands.
Toshinori Ito, who leads the Sensitivity Performance Development project at Lexus, shared insights into this ambitious effort with Automotive News. Ito explained that the overarching goal is to ensure that all Lexus models, regardless of their size or class, deliver a consistent and cohesive driving experience. This means that whether a customer is driving a Lexus sedan, SUV, or sports car, the vehicle will provide a similarly refined and responsive feel, aligning with the brand’s new performance standards.
Interestingly, the report highlights that Lexus’ previous efforts to improve vehicle rigidity had focused primarily on the rear sections of its cars. However, through its comparative studies with German Luxury competitors, Lexus engineers realized that to achieve the desired driving dynamics, they needed to address all four key structural points of the vehicle—the front, rear, and both sides. This comprehensive approach marks a significant shift in Lexus’ engineering philosophy. Ito noted that once the importance of these four body positions was understood, the brand made it a priority to incorporate these enhancements across its entire lineup. He confirmed that this goal was not only achievable but also essential for creating the new Lexus driving identity.
Lexus has already started integrating these improvements into its production processes. For instance, the all-electric Lexus RZ, which began production in 2022, was among the first models to benefit from the additional front struts designed to enhance rigidity. Similarly, the Lexus NX crossover underwent front-end updates in 2023 and rear-end improvements in 2024, reflecting the brand’s commitment to continuously upgrading its vehicles. These enhancements have been rigorously tested across the entire Lexus lineup, including models like the Lexus ES sedan and the Lexus LM minivan, ensuring that the improvements are effective and beneficial across different vehicle types.
Looking ahead, Lexus plans to roll out these structural enhancements to all new models in its lineup. However, the report cautions that this process may take several years to fully implement, as some of the upgrades require more extensive changes to the vehicle’s structure and, by extension, the manufacturing process. Despite these challenges, the ongoing improvements are viewed positively, especially by those who enjoy a more engaging and dynamic driving experience. As Lexus continues to evolve its vehicles with these enhancements, it is clear that the brand is committed to redefining its identity and reasserting itself as a formidable player in the luxury automotive market.
