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2018 Lexus LC 500 Prototype First Drive

Chief executives aren't normally as candid as Akio Toyoda was last week. At the launch of hot new Lexus LC 500 coupe at the Detroit Auto Show, the chief executive of Lexus and Toyota and grandson of the company's founder, said that he'd received letters telling him that his Lexus luxury brand cars were dull and boring and that he agreed. "I took them to heart," said this tiny and forceful boss, "and I'm ensuring that the word 'boring' and 'Lexus' will never occupy the same sentence ever again." But boring has been an ongoing problem for Lexus. And for the last year I've been involved in trying to help solve it. Let me explain. Akio has made his extraordinary "Lexus is Boring" speech before. That was five years ago on the windswept golf courses at the Pebble-Beach Concourse d'Elegance at the launch of the fourth-generation GS sedan. With its new-look spindle grille, basking-shark air intakes, and razor-edged curves, GS was the first of the new-look Lexus models, but Akio still wasn't happy. In 2011, after 11 consecutive years of premium market leadership in America, Lexus had lost it to the Germans. Mercedes-Benz, BMW, and Audi didn't just build better looking cars, but more interesting and more fun-to-drive cars. "We're not just making a coupe, we're creating a new generation of Lexus." Lexus' shtick of reliability, immaculate-quality, hybrid gas-efficiency, golf-bag trunk optimization, and specification-adjusted value didn't cut it anymore. Akio, a keen race driver and petrolhead enthusiast, knew his cars needed a dynamic shot in the arm and a smoldering love affair with right-brain desirability. In short, he wanted Lexus engineers to build a car to bring a smile to drivers' faces. A tall order, then. And one which Koji Sato, deputy chief engineer on the LC had to consider carefully. As he says: "Akio's Pebble Beach speech was the starting point; we're not just making a coupe, we're creating a new generation of Lexus." With such a brief, and Akio's legendary peppery opinions in mind, Sato came up with a radical idea. Reckoning that sometime in-house teams can look so much in-house that they become blinkered, he decided he needed to open things up and recruit a team of outsiders. So, for the last year I, along with a small team of hand-picked journalists, race drivers, and keen-driving dealers, have been part of Sato-san's 'irregular army'. Why me? It's a good question.

This Lexus LC Super Bowl ad is like a Sia music video with sweet wall dancing

What you see above is the extended, 60-second version of Lexus's "Man & Machine" Super Bowl commercial. The car/machine half is obviously the new 2017 Lexus LC 500 coupe, and the man in question is Lil Buck, a so-called movement artist (we think that's like a dancer). Both are moving to Sia singing "Move Your Body" from her latest album, "This Is Acting." So yeah, it's basically a music video with a car featuring prominently in it, which is fine by us. (In fact, it was directed by Jonas Akerlund, who specializes in the genre.) We see the machine and the man on split screen, and then the voiceover attempts to tie it all together: "Machines don't have emotions, but the rare few can inspire them." And then Lil Buck seems to defy gravity by slithering into the car while the door closes. The coolest part is how he dances on the walls around the Lexus. Revolving sets with fixed cameras are neat, especially with a car stuck in the middle. The spot closes with Lexus's new tagline, Experience Amazing. Like most corporate mottos, it says almost nothing about the brand. But hey, the commercial is fun to watch, and we happen to like the new LC, so they're doing something right. A 30-second version of the spot will air during the big game. Related Video:

Lexus and Adidas celebrate 'Wakanda Forever' with unique RX design

"Black Panther: Wakanda Forever" just smashed the box office for its opening weekend, and to help celebrate the release, Lexus worked with a team at Adidas on a movie-inspired RX 500h F Sport SUV. Lexus handed a brand-new RX to Adidas S.E.E.D. school for a Wakanda-worthy makeover. The S.E.E.D. (School for Experiential Education in Design) program helps Adidas identify and promote design talent in groups that may not otherwise have a chance, including female creators, who constituted its entire inaugural class in 2020. Working with the Adidas design shop, they approached the SUV with the question, “What if Wakanda had a national athletic team?” The result is a unique F Sport design with diamond patterns and gold accents. Though dramatic, the look helps hide the RXÂ’s massive grille. LexusÂ’ F Sport trims have traditionally focused mostly on appearance upgrades, but the move to build a dedicated 500h F Sport with upgraded hybrid tech should bring a meaningful boost in sportiness. The team also massaged the RXÂ’s interior, changing upholstery and materials throughout. The unique diamond pattern from the SUVÂ’s exterior translates into wild patterns on the seats, steering wheel, and door panels, while gold accents replace the center console and door trim pieces. Wakandan letters adorn the RXÂ’s door sill plate and steering wheel, where the team stitched “Wakanda Forever” in the fictional alphabet. While some may find the wild creation cool enough to buy, itÂ’s not for sale. The vehicle will likely make the rounds at movie-related events before being placed in a company storeroom somewhere. Interestingly, the S.E.E.D. team also created a shirt, but like the RX, itÂ’s not for sale. Only a select group of influencers will get the shirt, which features the phrase “Educate a Woman, Educate a Nation” in Wakandan text.