Our Thoughts Drift to Spring. And Convertibles.

There’s an undying appeal to the convertible. Even in the dark grips on winter, we can still visualize hitting the open road with the top down, the wind brushing our hair back and causing us to reflect on the road trips of our youth.

If only we’d had the IS 350 C when we were kids. Our younger versions would have appreciated the 306 horses in that 3.5 liter V6 engine, but as conscientious adults we respect the fact that it’s classified an Ultra-Low Emisson Vehicle by the EPA. Both young and old can appreciate the IS’s hardtop retracting in just 20 seconds, faster than any other convertible in its class.


But that’s just scratching the surface of this stunner. The IS isn’t just a convertible, it’s a Lexus convertible, which means available features include:

• An Adaptive Front Lighting System, causing the headlights to pivot towards upcoming turns.
• Wipers that activate when they sense rain on the glass.
• Roof clearance sonar that lets you know when an object might interfere with the transformation of the IS to a convertible and back.
• Hill start assist which helps keep the IS from rolling back down a steep hill—eliminating parking brake dependence.
• Backup camera which relays images to the LCD center console.
• Dynamic Radar Cruise Control, a feature which maintains a preset difference between your IS and the car in front of you.

These are all amazing features, but there is one added bonus in particular that really appealed to us: the sound system. We’ve always found it ironic that, while there seems to be no better time to blare out your favorite tunes then when the top is down on a beautiful summer’s day, it’s with convertibles that the acoustics are the weakest.

No more. The Mark Levinson audio system was specifically designed to deal with these issues, automatically adjusting the volume and equalizer curve to compensate for road and wind noise. This includes the bass, usually the first thing to go in open air environments. The result is a distraction-free listening experience. It’s just you, the car, your tunes and the open road. Man, we can’t wait for summer.

It’s a bird! It’s a plane! No, it’s a Supercar!

The 2011 Lexus LFA has come to save us all, or at least a select few discerning car lovers. Recently, Lexus announced that only 500 (20 a month for 25 months) LFA models will be produced worldwide, with a price tag ranging from $350,000- $375,000. The drivers for these individually customized supercars will be handpicked by Lexus (your local dealer is accepting applications up until mid-March) and won’t even be allowed to own their vehicles; Lexus keeps the titles during a two year lease and will allow them to purchase the car at the end of that time. It seems like a lot of effort just for a sports car, even one touted as “super”, making one wonder: what’s so great about the LFA?


Well, pretty much everything. Much like the man of steel, the LFA is created from special stuff: its cabin is composed of Carbon Fiber Reinforced Plastic (CFRP), allowing it to weigh over 220 lbs less than if it had an equivalent aluminum design. It sports a V-10, 552 horsepower engine that allows it to travel from 0-60 mph in 3.6 seconds—the engine spools up so quickly that only a digitally simulated analog tachometer can keep up. 354 lb-ft of torque is generated by this bad boy as it accelerates to a top speed of 202 mph. Which isn’t quite as fast as Superman, but I doubt most drivers will be able to tell the difference.


But as fast as you might want to go, you’ll have to slow down so others can soak in the glory. And they’ll be no keeping the LFA tucked away safely so you alone can ogle its curves. Although only 500 people can drive them, Lexus would appreciate if others at least have a chance to appreciate the beauty of this supercar.


Says Paul Williamson, the national manager at Lexus College, Toyota’s dealer training school:  "We want people who will drive the car, who will be seen in the car. We want it to be seen on the right roads, in front of the right restaurants and not just being enjoyed by one individual in their private garage."


You hear that prospective LFA owners? Don’t be shy about your new supercar—it sure won’t be shy about the way it handles the road.

A Decade of Excellence for Lexus

As we enter a new decade, let's reflect for a moment on the ten years previous. Sales figures have arrived from 2009 and, for the 10th straight year, our loyal customers have made Lexus the most popular luxury automaker in America. More than BMW, more than Mercedes-Benz, and more than Cadillac, it's the Lexus brand that continues to inspire the American luxury car buyer. 

But we're not satisfied with being the leader--our commitment to innovation will ensure our success in the new decade.  A great example of our bright future is the new RX Hybrid, another bold step toward a sustainable future. It earned the praise of Nancy Dunham at the Washington Examiner, who gushed how "driving green never felt so good." Our engineers have done something remarkable; they've created a luxury hybrid SUV which gets 30mpg in the city and 28mpg on the highway while still delivering 10% more power. How did they accomplish this? One way is that energy typically lost as heat during braking now gets captured as electrical power to recharge the battery. Another is an Exhaust Heat-Recovery system, which traps a portion of the exhaust generated during startup and uses it to warm the gas engine. 

We at Lexus are keenly aware that, now more than ever, we need to be conscious of our energy use. But sustainable energy consumption doesn't mean performance has to suffer. The driver of the RX Hybrid, a certified Super Ultra Low Emission Vehicle, will get a 295 horsepower SUV in addition to a clean conscience. This is in addition to the amenities which have made the RX one of our hottest models. You'll get everything from water-repellent windows to dynamic radar cruise control, as well as the knowledge that, when you purchase a Lexus, you receive a vehicle synonymous with style and class. 

Now, with a decade of leadership behind us, we look forward to continuing to redefine the automotive experience of luxury car buyers for many years to come. With models like the new RX Hybrid, there's every reason to believe we'll succeed. 

Lexus Hybrid Leadership

Through the course of our research on consumer buying practices, we learned that 60% of entry-level luxury car buyers would have considered a hybrid if there had been one available. Furthermore, 16% of hybrid buyers (of all makes) already have a luxury car in their household fleet.

As a sign of our continued commitment to this cutting-edge technology, Lexus was not only the first luxury manufacturer to produce a hybrid vehicle, but we have produced more hybrid vehicles than any other premium brand in the world. Our current hybrid product line features four vehicles that have each had a dramatic impact on their segments:

• HS 250h – The world’s first dedicated luxury hybrid
• GS 450h – The first hybrid luxury sport sedan
• RX 450h – The RX was the first luxury hybrid
• LS 600h L – The world’s first hybrid V8

Advanced Braking Systems

Combining Lexus' commitment to building some of the the safest vehicles on the road today with cutting-edge technology, the HS 250h's braking system demonstrates incredible efficiency and safety. Some of the most advanced features of the HS 250h's braking system are discussed below:


Pairing ingenuity with efficiency, the HS 250h employs Regenerative Braking technology. This system converts the energy that is normally wasted on the braking system into electricity that is used to recharge the batteries, which can be used to power the vehicle.

The HS 250h utilizes an Electronically Controlled Braking System which allows for more efficient brake operation, and better coordination with the vehicle’s other electronic active safety features. The new system is lighter, smaller and uses up to 29% less power than our previous regenerative braking system. The benefit is safer braking, and improved overall efficiency.

The HS 250h employs Electronic Brake Force Distribution; a system that dynamically balances braking power to optimally distributes brake force between the front and rear—and between the left and right—wheels in accordance with the vehicle’s driving conditions. This system improves the HS’ braking abilities and reduces stopping distances in emergency situations.

As an added measure of safety, Brake Assist helps apply more force, more quickly to the brake system in emergency braking situations.

The 2010 HS 250h's Efficiency

In keeping with Lexus' commitment to minimizing its impact on the environment, the HS 250h was designed to lead its segment in overall efficiency. As a result, the HS 250h not only delivers outstanding fuel efficiency, it also showcases groundbreaking eco-friendly technology.

• With fuel economy ratings of 35/34/35 (City/Highway/Combined), the HS 250h is 50% more fuel efficient than its near luxury competitors. An example of the impact of these savings is shown below:

• The HS has earned a Super Ultra-Low Emissions Vehicle (SULEVII) rating, meaning it emits 70% fewer smog-forming emissions than the average new car. It is also 8 times cleaner than any clean diesel
• Efficiency is further enhanced by the Electronically-Controlled Continuously Variable Transmission (ECVT). Unlike typical automatic transmissions that have a fixed number of gear combinations, the hybrid's ECVT allows for virtually unlimited combinations, maximizing the powertrain's efficiency and allowing the driver to enjoy smoother acceleration than is possible with conventional transmissions
• The 2010 HS 250h features an Exhaust Heat-Recovery System which reduces engine warm-up time, thus allowing it to stop earlier, more often, and for longer periods. This feature alone accounts for as much as a 7% increase in fuel efficiency at low temperatures. An additional benefit is that the cabin will heat up more quickly during cold starts
• The HS features a regenerative braking system that captures excess energy when the vehicle is decelerating or braking; this energy is converted to electric energy for recharging the battery which is used to power the vehicle. An added benefit of this technology is decreased brake wear, allowing customers to save on maintenance throughout the life of the vehicle compared to its competitors

Normal mode - Provides linear throttle action that delivers naturally progressive power

Eco mode – Increases fuel mileage by seamlessly reducing accelerator inputs and reducing air conditioning load. Under full throttle conditions, power is not reduced

Power mode - Emphasizes responsive acceleration performance

EV mode - Allows the vehicle to be driven up to 23 MPH using only the electric motors, with an emphasis on quietness while reducing emissions. Under ideal conditions, this system will allow the vehicle to travel over one mile under electric power. Once the battery is drained, the vehicle will automatically return to normal mode

• To make efficient driving easier, a hybrid power meter shows instantaneous eco-driving status, while a green ECO indicator light rewards you when you are driving efficiently

Amazingly, the car is incredibly efficient while utilizing “Regular” 87 octane gasoline

Our Commitment to the Future Extends Beyond Our Vehicles…

The HS 250h has signalled to the world that Lexus is serious about combining technologically advanced vehicles while incorporating environmentally friendly design and operation. This philosphy extends beyond the vehicles we produce, and is reflected in nearly all areas of our day-to-day operations. A few examples of our efforts to control our impact on the environment are listed below.

Marketing Materials: Lexus uses 30% post-consumer waste for all of our brochures. This is a significant amount considering most of our competitors use 10% post-consumer waste paper products.

Philanthropy: Lexus sponsors the $1 Million Lexus Eco Challenge to inspire the next generation to take action toward improving the environment. In its first year, more than 3,500 middle- and high-school students tackled issues ranging from recycling solutions and water pollution, to alternative energy and emissions reduction. $1 million in prizes were awarded to student teams, including two $50,000 grand prizes.

Electronic Waste: Lexus launched the “Keep IT Green” program in 1999 to recycle all sales and logistics IT electronic equipment throughout the U.S. and Puerto Rico. This program has diverted over 2.6 million pounds of equipment from landfills. In addition, many Lexus locations have made arrangements for employees to bring electronics from home to be recycled, resulting in more than 40,000 pounds of equipment being processed.

Promoting Advanced Dealership Design: When new dealership facilities are built, our Retail Market Development teams consult with the dealership throughout the process. As a part of their efforts, dealerships are provided with best practices and resources used by other dealerships that have incorporated green building design. One of the most common applications used in new facilities is advanced roofing construction These materials can significantly reduce solar heat gain and lessen the load on air conditioning systems. As a result, indoor air quality at the dealership is improved while operating and maintenance costs are reduced.