Strong and Seductive: the New Lexus RX Design Concept

12 October 2015

The Lexus RX has built its worldwide success on challenging perceptions, an approach that has helped create a strong, global market for premium SUVs. That spirit is sustained in the new, fourth generation RX, which makes the model’s greatest evolutionary leap yet in its design.

The new vehicle is true to the qualities that have defined its predecessors, but at the same time signals new approaches to both exterior and interior styling, as chief designer Gen Ikeda explained: “Seductive Strength is the phrase we chose for the exterior design concept, representing the strength fundamental to a premium SUV expressed in terms such as ‘glossy’, ‘deep’ and ‘sharp’.

“We focused on bold, outstanding proportions, without sacrificing the RX’s elegant appeal, to create a vehicle that looks high-class at a glance. Searching for word that captures the RX’s essential quality of elegance, we chose ‘seductive’. It’s a word that has a deeper, sensual nuance, going beyond simple elegance.

“This perfectly matched the image we sought and supported our aim to give the RX greater presence.”

The sense of Seductive Strength informs all aspects of the new RX’s exterior, including its overall proportions, surfacing and three-dimensional forms. The car features a powerful interpretation of Lexus’s signature spindle grille, strongly flared wings, wrap-around tail lights and a floating roofline, all of which strike a contrast with the vehicle’s principal form.

Explaining the thinking that produced the new interior, Gen Ikeda said: “We focused on Seductive Innovation as the watchwords for the interior design development. The entire cabin space has an enhanced horizontal axis – the basis of all Lexus interiors. This combines with a vertical, driver-oriented space that starts from the head-up display to create an interior with a unique new construction.

“The vertical construction is express in simple, broad, flowing surfaces that create a feel and quality that are distinctly different from other premium SUVs.”

The result of this innovative approach is an elegant interior that combines the spaciousness and luxury Lexus customers expect with a snug and focused environment for the driver.

The colour and texture of materials used in the cabin play an important role and colour designers were involved in the interior design project from the first stages. Special attention was paid to the subtle properties of different materials, colours and surface treatments in order to capture the desired effect.

Download this release as a PDF below

Strong and Seductive: the New Lexus RX Design Concept


Images are copyright free for editorial purposes only

Media enquiries

Please click here to see the press contacts at Lexus (GB):

Show Press Contacts

For further information, please contact:

David Crouch

07909 900 085 or by email at

General, fleet and motorsport media enquiries

David Rogers

07825 280608 or by email at

General, alternative fuels and mobility media enquiries

Please understand that our press team only deal with enquiries from media representatives.

Toyota and Lexus Press Releases

To receive all Toyota and Lexus press information, please select the box below.

To update your profile type in your email address and press return. MailChimp will then send you an email confirming your details and you will then have the opportunity of amending your details.

* indicates required
All Toyota/Lexus news