In 2025, Lexus celebrated its 20th anniversary in the Chinese market. This brand, known for its core philosophy of "luxury with warmth," launched the new NX series of mid-size luxury SUVs in late August, with a starting manufacturer's suggested retail price of 299,800 yuan.
This is not only an upgrade of a product, but also a response from Lexus to the wave of intelligent electrification and the trend of younger people in the Chinese auto market.
Recently, at a communication meeting held by Lexus in Shanghai, we further felt the designers' thinking and practice on the "Lexus characteristics" that this car wanted to express.
Looking back at the history of the NX series, it has always been a pioneer in the Lexus brand's breakthrough and innovation.
In 2014, the first-generation NX, with its sharp lines and angular design, completely shattered the stereotype of Lexus as a staid and conservative brand, marking a significant milestone in the brand's transformation towards youth. The spindle grille design language, first introduced on this model, has become a hallmark of the Lexus family.
In 2017, NX was the first to be equipped with the LSS+ Lexus Intelligent Safety System during its mid-term facelift, demonstrating the brand's foresight in intelligent driving assistance technology.
The second-generation NX launched in 2021 is built on the GA-K platform, becoming Lexus' first model to offer a plug-in hybrid version, demonstrating the brand's determination to transform to electrification.
Today, the new NX series is launched on the market, covering three power options: pure fuel (NX 200), hybrid (NX 350h) and plug-in hybrid (NX 400h+), with a total of six configuration models.
The newly added NX 200 model, equipped with a 2.0L inline-four engine and a specially tuned Direct Shift-CVT transmission, aims to combine efficient power output with exceptional handling, targeting consumers seeking entry-level luxury. Notably, the new NX adopts a new naming system and refines its model configurations, reflecting Lexus' desire to more clearly convey its product value proposition to the market.
The new NX continues the Lexus design philosophy. Its signature spindle grille and L-shaped daytime running lights create a sharp front face, while the layered, through-line LED taillights create a unique light and shadow imprint as it moves. The newly added Rouge Litchi color, inspired by the flagship LC GT coupe, utilizes a multi-layer coating process, undergoing six layers of meticulous spraying and four high-temperature baking cycles, resulting in a deep, elegant finish.
Color is a reflection of emotion. Within Toyota Motor Corporation's vehicle development center, there's a Color and Emotion Design Department. While new brands favor highly saturated, bold colors, the new Lexus NX maintains a timeless palette.
For example, in the opinion of Maiko Watanabe, a designer from the Sensual Design Department, the new NX's main Rouge Lychee color uses a bright red color, which fully reflects the spirit of oriental aesthetics, and after complicated processes, it creates a fusion of tranquility and gorgeousness.
Inside, 64-color ambient lighting complements a variety of interior tones and trim designs, and paired with a premium audio system, creates a multi-sensory luxurious ambiance. These details embody Lexus' contemporary interpretation of Eastern aesthetics and its insight into the aesthetic needs of Chinese consumers.
Built on the GA-K platform, the new NX is dedicated to enhancing driving experience. Through a low center of gravity, high rigidity, and lightweight body design, combined with precise Lexus Driving Signature tuning, it strives to achieve a state of seamless integration between driver and vehicle.
The driver-centric Tazuna Reins concept cockpit, with its user-friendly layout and functional arrangement, aims to establish an intuitive connection between driver and vehicle. The Heads-Up Display (HUD) system, steering wheel touch tracking function, and systematic upgrades to NVH performance further optimize driver focus and cabin quietness, enhancing the driving experience.
In terms of intelligent technology, the new NX is equipped with the LEXUS Intelligent Safety System LSS+ 3.0, which integrates multiple core functions such as the Pre-Collision System (PCS), Dynamic Radar Cruise Control (DRCC) and Predictive Driving Assistance System (PDA) to enhance recognition capabilities in various traffic conditions and driving scenarios to ensure driving safety.
Details such as the e-Latch intelligent electronic door, Advanced Park intelligent parking assistance system (supports remote control operation outside the vehicle), CN95 high-efficiency air-conditioning filter with S-Flow intelligent air volume distribution logic, and one-touch reversing camera cleaning function illustrate Lexus' understanding of "easy to use" - technology should be based on humanity and silently protect every driver and passenger.
The new NX's pursuit of "flexible rear seat layout and storage space" allows it to easily switch between diverse scenarios such as commuting, family, and leisure, making it a "multi-faceted space magician." This is Lexus' response to the diverse lifestyles of today's Chinese consumers.
Comparing parameters and piling up configurations have never been Lexus’ strong points; its luxury lies in the details.
For example, when most car brands' doors are opened, dirt and grime collect beneath the door frames, leaving users with dirty pants when they exit the vehicle after driving on muddy roads. However, the doors of the new NX extend further down the vehicle, ensuring that dirt remains clear of the inner door frames. This Lexus hospitality is embodied in every detail of the vehicle.
However, despite its consistent high quality, Lexus faces significant challenges as it stands at the starting point of its 20th anniversary. Competition in the Chinese auto market, particularly in the new energy sector, has reached a fever pitch. While the new NX offers hybrid and plug-in hybrid options, it has yet to launch a major pure electric vehicle. Furthermore, establishing a deeper emotional connection with a new generation of consumers requires more than simply demonstrating product warmth.
On a marketing level, Lexus may need to consider how to more actively embrace digitalization and social media engagement while maintaining its brand identity. For example, drawing inspiration from its sibling, the ES200, which cleverly leveraged its "road lightning" moniker, could the new NX's marketing more boldly integrate social media to create more topical and resonant content? Furthermore, with the intelligent experience becoming a crucial factor in vehicle purchase decisions, a key challenge is how to more clearly convey Lexus' unique value proposition in intelligent technology, particularly intelligent driver assistance, to the market, preventing its technological highlights from being lost in a competitive market.
After two decades of hard work, Lexus has established a solid brand foundation and reputation in the Chinese market. The launch of the new NX demonstrates Lexus' commitment to the Chinese market and its continued investment. Its "genchi genbutsu" philosophy requires deep understanding of specific markets and understanding the real needs and emotional resonance of local users.
In the future, if Lexus can more keenly capture signals of market change and demonstrate avant-garde and interactivity in brand communication that matches product evolution, it will continue to win the favor of more consumers in the next 20 years in the Chinese market.
