18 / 12 / 2020


This short film, produced as a virtual reality video, relates how Lexus has successfully established itself as an innovative global brand across the past three decades.

It describes the challenges it faced when first seeking to enter the luxury market, and how it has drawn on the Japanese traditions of omotenashi hospitality and takumi craftsmanship to bring unique qualities to the cars it makes and the services it provides.

Key achievements are highlighted: the introduction of the original RX, the model which founded the concept of the luxury SUV; the RX 400h, the world’s first hybrid electric luxury vehicle; and the LFA, the hand-built supercar which defined Lexus’ approach to high-performance engineering.

As the brand has moved into global markets, so it has continually reconsidered the qualities expected of a luxury brand, always taking a human-centred approach and going beyond the making of cars to give its customers amazing lifestyle experiences.

The film gives an enhanced 2D experience and can be viewed on smartphones, tablets or PC/Mac devices. When using a smartphone to view, rotate the screen to enjoy the best 360-degree experience. On a tablet, you can use your finger to move the screen to achieve the 360-degree effect. If viewing on a PC/Mac computer, the mouse can be used to move the image view.