Edge Over Rivals: Lexus retains ‘spindle grille’ design

BEIJING: Big may be beautiful, but Toyota Motor Corporation Global Design Chief Tokuo Fukuichi is betting that ‘edgy’ is the way to go for the Japanese automaker’s premium Lexus brand, specifically its signature ‘spindle grille’ design. Fukuichi, who is also Lexus’ global chief, says the design shock-therapy gives the brand the stand-out face it previously lacked. Some industry rivals and design experts say the jagged-edged trapezoid grille is downright ugly. A former Rolls Royce designer said the pinched-in-the-middle spindle grille was a “design no-no”, while a US design professor said the controversial grille looked like the mouth of the Predator, an alien sci-fi movie character. Despite the criticism, Fukuichi stands by the drastic makeover, saying it will give Lexus a unique edge over German rivals BMW, Audi and Mercedes-Benz in competitive emerging markets such as China, where buyers will pay more for a car that stands out from the crowd.

Published in The Express Tribune, April 19^th, 2015.

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