On April 20, LEXUS' first exclusive pure electric model, the new RZ, was officially launched worldwide. This is the first exclusive pure electric model released by Lexus after it is about to transform into a pure electric brand. The new RZ attempts to present Lexus electrified design and driving texture with its electrification technology, and also marks the beginning of the brand's evolution with pure electric models as the core.
Electrification: Reinventing the driving experience
Many people say that people who drive electric vehicles rarely return to fuel vehicles. In Lexus' new brand vision, it wants to become a brand that is more enjoyable to drive. Electrification will help Lexus enhance its driving experience and improve driving texture.
Koji Sato, President and Chief Brand Officer of Lexus International, said: "In Lexus' view, electrification means maximizing the potential of the vehicle through electrification technology, while reshaping the driving experience itself. ”
In terms of driving performance, the new RZ is based on LEXUS's new exclusive pure electric platform, using a lightweight, high-rigid body, through the rational layout of batteries and electric motors to achieve a balanced weight distribution, the basic performance of the vehicle has been greatly improved.
In addition, the new RZ features the new Steel by Wire variable ratio electronic steer-by-wire system, and with the DIRECT4 electronic dynamic four-wheel drive system, the vehicle is more faithful to the driver's intentions.
Tsuyoshi Watanabe, Chief Engineer of LEXUS Electrification Models, said: "LEXUS is a world-renowned luxury car manufacturer, and while providing users with high-quality models that are enjoyable to drive, it is also necessary to respect nature and the global environment, and continue to contribute to the construction of carbon neutrality. ”
At the same time, the new RZ is also equipped with a unique AVS simulation sound wave system, which provides timely feedback to the driver on subtle changes in vehicle condition. The R&D team has carefully polished the "LEXUS Driving Signature" at the Xiashan Technical Center to take the Lexus Driving Signature to new heights.
The exterior design of the new RZ highlights the characteristics of pure electric models: a smooth and linear acceleration experience and dynamic performance with plenty of power. With no need to consider the cooling and exhaust needs of the engine, the pure electric model can focus more on aerodynamic performance.
Lexus' signature spindle grille evolved into a "spindle body" on the new RZ. Beneath the spindle-shaped body, the comfortable and spacious cockpit uses minimalist design language and is available in a variety of eco-friendly and textured materials. In addition, the new RZ is equipped with an electrochromic panoramic canopy, which makes the cockpit space more open and transparent. With leg heating for the first time in LEXUS Lexus.
Watanabe concluded: "As the exclusive pure electric model of LEXUS Lexus, the new RZ presents the exclusive pure electric model style of LEXUS with a safe and comfortable driving experience, a delicate inner room material, and a pleasant and passionate driving pleasure. With the DIRECT4 electronic dynamic four-wheel drive system, the core technology of LEXUS electrification, the new RZ responds to the driver's handling intent with an agile linear response. In the future, we will continue to face the challenge and provide users with the unique driving texture and new luxury experience of LEXUS pure electric models. ”
New track: Lexus chance to "overtake again"
The high penetration rate of the new energy market is both a pressure and an opportunity for luxury brands.
According to lexus official data, in 2021, Lexus will sell 227,000 units in China, a slight increase of 1% year-on-year. The increase narrowed compared to previous years.
In November last year, Akio Toyoda announced that Lexus would transform into a BEV brand, showing Toyota's determination to electrify.
In 2021, Lexus will sell about 260,000 electrified models, an increase of 10% year-on-year. This is mainly due to the excellent performance of its hybrid models of ES, RX and UX, and secondly, lexus also brought its first plug-in hybrid model at the end of last year, the new generation NX, to strengthen its new energy product matrix.
In addition, the Lexus entry-level model CT has previously been discontinued, and ct has a considerable chance of returning to the market again as a new energy model.
According to Kenji Sato, "We plan to launch another new Lexus product this summer, which will be equipped with a new hybrid system equipped with DIRECT4, and will also be available in the same plug-in hybrid version as the new generation NX." ”
According to the plan, by 2030, Lexus will achieve the realization that all its models can provide pure electric version products, and in China, Europe, North America to take the lead in achieving 100% pure electric vehicle sales, and achieve the goal of global sales of 1 million vehicles. In addition, Lexus plans to achieve 100% pure electric vehicle sales worldwide by 2035. In other words, Lexus will become a pure electric brand in the future.
"We will step up our efforts to provide all-electric versions of all models by 2030, and we aim to achieve 100% BEV of all models worldwide by 2035," said Motoharu Sato. In this transformation process, Lexus will continue to provide a variety of power choices according to the needs of different users, adapt to local conditions, time conditions, and help achieve the goal of carbon neutrality. ”
Che Yun Summary:
The launch of the new RZ is a brand new step in Lexus' new electrification path and a testament to its determination to evolve into a pure electric brand.
However, in the face of the ambitious goal of 100% pure electrification, this step of Lexus is also challenging. After all, the RZ and Toyota's bZ4X series are of the same origin, how to persuade consumers to choose the more high-end Lexus RZ series, is the first hurdle?
Previously, Lexus had launched the UX300e pure electric model in China to test the waters, and obviously, the sales were not successful. However, it also provides a certain amount of exploration and exercise value for its sales channels.
On the road to electrification, Lexus still has a long way to go.