#LEXUS 2018 Lexus LS @ Video Debut

It is possible that no single automobile has, upon introduction, upended its category as decisively as the first Lexus LS did when it launched the luxury brand 28 years ago. The 1990 LS 400 was the original luxury disruptor, winning critical acclaim and astonishing customers by setting new benchmarks for comfort, powertrain performance and smoothness, quietness, build quality, attention to detail, and dependability. The brand supported that groundbreaking vehicle by setting and maintaining new standards for customer service and satisfaction.
Now, Lexus is about to repeat history with the introduction of the all-new, fifth-generation LS flagship sedan for 2018, unveiled at the 2017 North American International Auto Show. Inside and out, the new LS reflects a strong, uniquely Japanese identity and approach to luxury. Yet, the LS was designed to be the brand's latest global citizen, available in about 90 countries.
"Not only will the LS symbolize the Lexus brand, it will become the definitive new-generation luxury car embodying Japanese tradition and culture," said Toshio Asahi, chief engineer for the new LS. "As such, this global pinnacle must go far beyond what the world expects from a luxury car."
Longer, Lower, Wider - and More Exciting
Longer and lower than the sedan it replaces, the all-new LS debuts a strikingly bold design with a coupe-like silhouette punctuated by the Lexus design language. A new driver-centric performance feel comes from building the LS on the company's all-new global architecture for luxury vehicles (GA-L). This premium rear-wheel drive platform, an extended version of the one used for the stunning new Lexus LC 500 coupe, will offer a more dynamic experience on the road while further elevating renowned Lexus comfort.
The original Lexus LS won acclaim by anticipating what luxury customers would want, rather than simply amplifying what established luxury automobile brands offered at the time. In that spirit, the 2018 LS sedan's spacious cabin, unique appointments and visionary technology will once again surprise customers by resetting expectations for a global flagship sedan.
"We set previously unheard of targets and resolutely pushed ahead towards these ambitious goals," said LS chief engineer, Asahi. "The customers who are going to want to own a Lexus flagship are already surrounded by luxury on a daily basis, people who have a sharp eye for authenticity to begin with. We wouldn't turn their heads with a conventional premium product."
A Flagship Reborn
Just as the original LS launched the Lexus brand, the all-new 2018 LS continues the brand's more dynamic direction. Each generation of LS sedans leading up to this iteration advanced luxury, craftsmanship, performance and safety in their own way, with the most recent also introducing a far more emotional design and engaging on-road performance.
To create the all-new LS, Lexus took the approach of starting from new, reimagining what a flagship sedan should be, as if launching the brand all over again. The goal was not to improve on what Lexus has done, but to exceed expectations of global luxury customers.
A common thread going through all LS models remains: Omotenashi, the concept of Japanese hospitality. Applied to a luxury automobile, it means taking care of the driver and passengers, anticipating their needs, attending to their comfort and helping to protect them from hazards.
Vehicle Dynamics
More than ever before, luxury sedan drivers demand greater handling agility and performance feel without sacrificing comfort. It's one of the most difficult balances to achieve in a vehicle, yet the new Lexus global architecture for luxury vehicles (GA-L) meets the challenge. The new platform debuted in the LC 500 coupe and now, with a longer wheelbase, underpins the new LS. To enhance center of gravity height and weight distribution, the new LS has a wide and low design.
The GA-L platform is the stiffest in Lexus history, setting the stage for enhanced handling, ride smoothness and cabin quietness. The 123-inch wheelbase is 1.3-inch longer than the current LS long-wheelbase model.
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