Lexus celebrated their 30-year anniversary this past July; and we couldn’t escape it. We were invited on a 3-day lifestyle activation in Costa Rica, testing both their latest vehicles along side of their precursors. Since Lexus is the leading producer of luxury hybrids, their choice of hosting this event in Costa Rica was not arbitrary. Aside from lush landscapes, the island is a place where environmentally driven initiatives and technologies thrive. The country is a leading producer of hydroelectric energy, and conserving their beautiful flora and fauna is one of their top priorities.
Listen to Vaughn’s interview with Koji Sato, President, Lexus International, Chief Branding Officer on 360 MAG Podcast HERE.
1. Accommodation
Our hopes were high and they were remarkably met with our arrival at the magnificent Four Seasons Hotel, located in Liberia, a jewel in the countryside of Costa Rica. The luxurious property, nicely integrated into the surrounding region was mesmerizing. Modern yet rustic decorated rooms spilt out onto the beachfront as we assembled at a welcoming reception. We were treated like loyalty with excellent service, savory bites and of course, great fellowship. With a 181 rooms, fitness center (which rivaled Equinox), day spa (complete with plunge pool, steam room and hot tub) and private beach, many of us were tempted to stay longer within the 1,400 acres of utter bliss. There was so much to explore via a biking excursion or a simple hike into neighboring jungles.
2. History of Lexus
During the conference, we learned about the history of Lexus; and their product line from 1989 to present. With the use of VR, we were teleported in time to when Toyota arrived in the US. In 1984, they launched the Circle F Project with the aim of releasing a luxury car. The challenge was to change America’s perception of the marque. For this project, Chief Engineer Ichiro Suzuki sets aggressive goals which will define the brand’s strategy and excellence down the route. With over 1400 engineers involved and 400 prototypes later, the Lexus LS was born. A sedan unlike any other. The name, originally Alexis, became Lexus, and the logo came to become this symbol of beauty and perfection with a succession of exceptional cars to accompany.
3. Meeting with Executives
We also got the privilege to sit down and shoot the breeze with some of the senior level executives of Lexus. Koichi Suga, General Manager of Lexus Design, explained to us his inspiration for adding the concierge and driver refresh, he maintains, “Our vision is human centered: what the customer wants, while focusing on our distinctive culture and heritage.” Indeed, the driver refreshes function is an imitation of shiatsu massage, and it was also our favorite feature in this newly reintroduced full-size flagship. In a discussion with Koji Sato, Vice President of Lexus International Products & Engineering, we were informed that the brand expects to issue its first EV by 2025. And he gave tongue to what gives the sedan a long-term advantage over SUV models. He states, “I think the sedan is more formal, more stylish, with a low center of gravity that provides a more emotional feel.”
4. Vehicle Drives
After being fascinated with the history of Lexus, we got to take a glimpse of and even test drive a few. The incredible LFA was on display and the RC F Sport (f/ in Men in Black: International) were definitely crowd favorites. We test drove three of their models: the LS 500h; RXL (new RX w/ third row seating) and LC 500h. The LS literally made us feel like a royal family. The sleek design, alongside a more pronounced spindle grill and a ton of driver/passenger amenities made the interior feel like nirvana. The RXL possesses a 4.4 inch longer wheel base than RX, now seats 7 and has been refined to exaggerate masculinity. Lastly, the LC 500h, spotlighted in the critically acclaimed Black Panther, was simply sublime, from its paw-like exterior to the silky ride it offers. The peaceful drive along windy roads near the rain forests was almost mysterious.
5. Adventure
On our final day, we drove to the Diamante Eco Adventure Park which is home to one of the highest zip lines in the world – approximately 80 stories high and 1 mile long from one side to the other. We strapped into the renowned Superman, headfirst while facing forward on our bellies. Within, 45 seconds or less we were tailed and ready to retrieve our rides.
In short, Lexus created an atmosphere which showcased creativity, confidence and courage. Everything was exemplified through their leaders, bold design and humanity. Here’s to another 30 years!!!
Article: Vaughn Lowery, Flore Chaumont
