In the spirit of Omotenashi, Lexus decided that people travelling in the LS should enjoy the best possible comfort and convenience. Seats with massage functions have been available for a while. However, Lexus sought to make this function more effective than ever by consulting expert Japanese Shiatsu masseurs on how much pressure should be applied, to which parts of the occupant’s body, and in which order. Using these insights, air bladders have been integrated into the seatbacks and cushions that apply pressure to the passenger’s back and lower hip area to promote both physical and emotional relaxation. Such has been the level of detail and care invested in this project, passengers can choose from no fewer than seven different massage programmes, each progressing through a 15-minute cycle.