Embodiment of a New Design Philosophy

The "Pebble Beach Concours d'Elegance," held annually in Monterey, California, will host the unveiling of the fourth-generation Lexus mid-size luxury sports sedan, the "GS."

The new GS features a completely redesigned interior and exterior. At the New York Auto Show in April 2011,the new model "LF-Gh" with its bold single-frame grille

was announced. Judging by the teaser image, which only shows the contours of the front face, the GS appears to adopt a design that follows the LF-Gh. Lexus states that the new GS embodies the brand's new design philosophy.

Mark Templin, Lexus Group Vice President and General Manager, commented, "Today's mid-size luxury segment buyers are seeking a more engaging driving experience, a more assertive design, and a comfortable space from their vehicles. The new GS is our answer to these demands."

Lexus will hold its press conference on Thursday, August 18, at 2:15 PM PDT (Pacific Daylight Time). The event will also be live-streamed online.

BRAND HISTORY
Toyota launched its luxury car brand LEXUS in the American market in 1989. The aim was to offer new value, distinct from the luxury cars of America and Germany, by leveraging Toyota's advanced technological prowess, superior quality, and exceptional customer service.

In September of the same year, the "LS400" (domestic name: Celsior) and "ES250" (domestic name: Camry) were introduced to the American market. By February of the following year, 1990, the LS400 had already won Best Import Car. Subsequently, Lexus's reputation continued to grow, and with the expansion of its lineup, it solidified its position as a luxury car brand.

Following its success in America, Lexus expanded into Europe in 2004 and announced its business development in Japan in May of that year. In August of the following year, 2005, it launched its luxury car business in its home country. Initially, the lineup lacked the flagship "LS," featuring only the "GS" (successor to the Toyota Aristo), the "SC" (successor to the Toyota Soarer), and the "IS" (successor to the Toyota Altezza). However, with the introduction of the long-awaited new LS in September 2006 and its hybrid version, the "LS600h/LS600hL," in May 2007, Lexus met the expectations of the luxury sedan market.

Meanwhile, Lexus has focused on building its sports image, announcing the sports model "IS F" in October 2007 and entering the developing sports coupe "LF-A" in the Nürburgring 24 Hours race in May 2008. Further expansion of its popularity is anticipated.