“My priority is to build great cars: cars that are fantastic to look at, gorgeous to sit in and sensational to drive” so said Akio Toyoda, Chief Branding and Master Driver at Lexus International. When I first saw it, I hated the ‘spindle grill’ but as I photographed it, I grew to like it more and more! It made a statement.
The love-it-or-hate-it grill has become a symbol heralding change. The grill has been designed to be the visual essence that stays on with the consumer much after the car has left the scene. The sharp and slanting reflectance of most of the design elements surrounding the grill were slick, edgy and dynamic ….and yet so well balanced!
I decided to drop the main element i.e.the spindle grill from my picture story and see if the design essence still worked. It totally did, even in this high performance SUV. This provocative masterpiece had all that Akio Toyoda wanted – “fantastic to look at, gorgeous to sit in and sensational to drive”.
It’s no wonder that Lexus has redefined the luxury category and become America’s top-selling luxury carmaker. And today this beautiful-beast has reached our shores!