DETROIT MOTOR SHOW: Lexus rejects high-tech rivals

Japanese luxury brand Lexus has no interest in entering a technology arms race against its rivals, warning that such a competition could actually come at the cost of customers.

Instead, global MD Tokuo Fukuichi made clear moments after the fifth-generation Lexus LS flagship saloon was unveiled at the Detroit motor show this week that the company will pick and choose high-tech features such as autonomous capability based on customer benefit rather than a desire to keep up with its rivals.

“One of the difficulties we have is a lot of the companies are competing in having the most high-tech technology and items,” he said. “But part of the problem with that is the customer has been lost in that conversation.

“It’s the companies competing for technology, they are not looking for customers.”

The unveil of the LS 500 was notable for focussing on more traditional aspects of car design and engineering rather than mentioning buzzwords like connectivity and autonomy.

Lexus made a big deal about the new twin-turbo V6 engine under the LS’ bonnet, that it rides on an extended version of the GA-L architecture that debuted under the LC sports coupe and that it has improved dynamics compared to its 10-year-old predecessor.

The one major driver-assist feature highlighted, and claimed to be a world first, was the car’s ability to spot pedestrians, alert the driver and then brake and steer to avoid an accident without straying outside its lane.

Pressed on why there was so little focus on driver assistance when Audi, BMW and Mercedes-Benz are constantly making announcements about autonomy and connectivityy, Fukuichi made it plain Lexus had a different philosophy.

“I don’t want to just focus on technological competitiveness. Ask yourself how exactly is that customer going to use that technology? How is it going to fit in to their lifestyle? Do they even want that technology?

“You think about those sorts of things when you develop the products, otherwise you just end up having this technology advance without concern for the customer.”

Fukuichi also questioned the value of autonomy, a feature the German manufacturers – and other luxury brands such as Tesla and mainstream brands as well – are committed to bringing to market, with full Level 4 or 5 capability delivered next decade.

“It’s a hard question to answer when you ask about new technology; what is the purpose of that new technology? What is the purpose of automated driving? Is it to eliminate the human and not have them in the vehicle at all, or something else?”

The LS does have Lane Keep Assist with hands-off steering capability, but both Fukuichi and the car’s chief engineer Toshio Asahi stressed it was not recommended that drivers removed their hands from the wheel.

Asahi also hinted that the car did have more assist systems than were announced at the launch.

“This vehicle will have quite a few assist systems developed into it,” he told motoring.com.au via an interpreter.

Lexus Australia Chief Executive Peter McGregor also hinted there was more high-tech news coming down the pipe for the LS, but understandably supported the company policy on high-tech advancement.

“I think our technology advancement keeps pace with the market and customer needs,” he said.

“The technology and the systems introduced in this car, and planned for the future of this car as well, our driver assist technologies, will aid the driver to drive safely, without necessarily taking over full control of the vehicle.

“I am fully comfortable with the balance between the driver assistance and driver engagement in this car.”

Asahi made it clear Lexus had been driven by the need to inject more character and emotion into the new LS, hence the emphasis at launch on the mechanical package, styling and luxury fit-out of the interior.

He said Lexus had embraced a new direction dubbed 'Future Chapter' and one of the elements of that was dubbed 'visionary anticipation'. Yep, sounds like gobbledegook, but let Asahi explain further.

“Within the visionary anticipation we are aiming at a vehicle that is more exciting and that has originality and a vehicle that is emotional,” he said.

“And so basically we wanted to emphasise an exciting and emotional vehicle, not only from a design standpoint but also from the driving perspective.”

Swapping from the previous generation’s V8 engine to the smaller yet more powerful and efficient V6 – and its 10-speed auto – also plays a role in the car delivering visionary anticipation, he said.

“As a brand we need to continue to lead the industry so therefore we have to differentiate ourselves from our competitors by using a different package with the V6 engine.

“By utilising the V6 turbo engine mated with the 10-speed automatic transmission we are able to achieve fuel efficiency that is beyond our competitors as well as environmental performance.

“With that in mind we also understand the importance of performance in this segment needing to match the V8 engines -- or V8 turbo engines -- so therefore ensure that with the V6 turbo and the 10-speed automatic transmission that will match or exceed the performance of our competitors.”

But Asahi conceded that being able to promote a new safety feature at the launch was also part of visionary anticipation.

“We needed to add originality or innovation to the car with advanced safety system that no other manufacturer can provide,” he said.