Lexus, the luxury brand under Toyota Motor Corporation, has acknowledged Tesla's achievements as a benchmark while developing its next-generation electric vehicles (EVs). Lexus International President Takashi Watanabe emphasized the need to learn from Tesla's success and expressed the importance of humility in this regard. Starting in 2026, Lexus will launch its next-gen EVs, with a preview set to be unveiled at the Japan Mobility Show next month.
Learning from Tesla's Achievements
Lexus International President Takashi Watanabe acknowledges the need to learn from Tesla's achievements in the electric vehicle (EV) market. He emphasizes the importance of humility and studying Tesla's success as Lexus develops its next-generation EVs.
Massive EV Overhaul on the Horizon
Watanabe faces the challenging task of leading Lexus through a massive EV overhaul set to begin in 2026. The brand will launch its next-generation EVs, with a concept preview scheduled for debut at the Japan Mobility Show next month.
Redesigned Architecture and Production Methods
Lexus plans to introduce a next-generation battery electric vehicle (BEV) in 2026. This BEV will be built on a modular architecture, featuring significantly altered production methods and a reimagined software platform. Watanabe emphasizes the prioritization of vehicle design that embodies the essence of Lexus.
Competing with Global EV Leaders
To compete with global EV leader Tesla and China's BYD, Lexus aims to drive down costs by commoditizing hardware as much as possible. This strategy is intended to make EVs more affordable and accessible to a broader consumer base.
Learning from Tesla's Production Methods
Watanabe openly acknowledges the need to modify and rethink Lexus' production methods. The brand aims to simplify and streamline production by adopting new techniques being developed by Toyota, including self-driving assembly lines and giga casting methods to reduce the number of components required.
Differentiation in the Age of Commoditized EVs
Lexus recognizes the importance of differentiating itself in an era of commoditized EVs. Watanabe believes that simply relying on product alone won't be enough. The brand aims to offer unique experiences beyond the initial purchase, exploring ways to diversify the lineup and cater to regional needs.
Ambitious Goals and Transition to EVs
Lexus has set a bold target of selling 1 million EVs annually by 2030, significantly increasing its current production levels. The brand plans to electrify every vehicle in its lineup by 2030 before transitioning to an all-electric lineup by 2035, aligning with the goals of its parent company, Toyota Motor.
By taking inspiration from Tesla, leveraging innovative production methods, and focusing on differentiation, Lexus aims to navigate the challenges and opportunities presented by the evolving EV landscape, positioning itself as a key player in the future of electric mobility.
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