Why Your Next Sport Yacht Should Be A Lexus

Words by Knotty Nawadhinsukh

Lexus hosted a daring experiential lifestyle media event with reveals of products that are not traditionally automotive that exhibit the brand’s brave imagination and bold willingness to express itself. Launched in the U.S. in 1989, Lexus is now a global luxury brand selling in over 90 markets, and has evolved to propel its own evolution in and broaden its appeal to the next generation of people searching for premium luxury experiences. The ambitious “Through The Lens” event introduced media to the depth and range of the Lexus brand in a novel and immersive format.

“Over the past few years we have created a series of unprecedented events that allow us to tell our brand story in innovative and engaging ways to non-automotive media,” said Spiros Fotinos, Lexus’ Head of Global Branding and Marketing in Tokyo.

“The immersive “Through The Lens” event is our latest effort which builds on the success of our previous activities and showcases the kind of audience engagement we want to continue to create.”

“The event allowed us to showcase the Lexus brand’s perspective on different luxury lifestyle dimensions while providing our guests the unique opportunity to express their own perspective and creativity through a camera lens, guided by some of the world’s most renowned photographers.”

The action-packed day began by surprising guests during breakfast with the world debut of the Lexus Sport Yacht concept, a stunning design exercise that applied Lexus design language to a luxury marine experience. Powered by the same 5.0 liter V8 engines as the Lexus RC F performance coupe, GS F performance sedan and LC 500 premium coupe, the Lexus Sport Yacht concept can reach 43 knots (49 mph) on the water.