Lexus elevates luxury driving

Lexus is reaping the fruits of its Lexus Driving Signature (LDS), an all-new development standard that aims to make driving more intuitive, Lexus' master craftsman Shuichi Ozaki told The STAR in an interview here.

- IRIS GONZALES

LDS was introduced in 2020 and debuted on the 2021 Lexus IS as a new development standard and guiding philosophy. It has since been applied to every future Lexus model.

The LDS aims to provide Lexus users an "exceptional driving experience" that reflects a harmonious balance of luxury and performance - from greater body rigidity to suspension improvements and many other changes.

After nearly four years since Lexus unveiled the LDS, Ozaki said Lexus has been able to better position itself as a brand compared to the "old Lexus" which was sometimes hard to characterize.

"So the one thing that LDS has given us is that when you are driving a Lexus now, you could feel it. It's hard to put into words, but I'm hoping that the customers themselves can determine on their own what the Lexus brand positioning is now and be able to feel it," Ozaki said in an interview at Toyota's newly built R&D facility, the Toyota Shimoyama Technical Center.