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Lexus To Follow Lincoln In Spelling Out Brand Name On Vehicles

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When the 2022 Lexus NX was revealed back in June, it introduced some styling changes and new tech features to the Lincoln Corsair rival. However, one of the more interesting differences between the old NX and the new NX is the presence of a rear-mounted “Lexus” badge that’s spelled out. To date, all vehicles from the luxury brand have featured an “L” badge instead. That same badge is also present on the recently-revealed 2022 Lexus LX 600 – a Lincoln Navigator rival. Now, it appears that the Japanese brand will follow Lincoln’s lead (as well as other luxury brands like Infiniti and Genesis) in terms of spelling out its name on all of its vehicles moving forward, according to MotorTrend.

“We need some way to signify that change is coming to Lexus, and this may seem like a dumb way, but it catches your eye,” Brain Bolain, Lexus’ global head of marketing, said in an interview with MotorTrend. That big change is, of course, electrification. The company’s parent automaker, Toyota, recently announced a major EV initiative that involves rolling out 30 battery EV models by 2030, with Lexus going all-electric in North America, Europe, and Japan by that same date.

As such, all Lexus vehicles moving forward will wear the same spelled-out badge as the 2022 NX and LX 600, which will be located on the rear of those vehicles. At the same time, Bolain also revealed that all of the brand’s future vehicles will also ditch the controversial joystick-operated infotainment system present in current models for the new NX’s touchscreen-based system. “There’s a very quick window, something like 30 months or so, but we’re not waiting for major changes. We’re doing it fast,” he said.

Meanwhile, Ford stopped just short of going all-electric with its Lincoln brand earlier this year when it announced that The Blue Oval’s own luxury brand will become fully electrified – meaning its lineup will consist of EVs, hybrids, and plug-in hybrids – by 2030.

We’ll have more on everything Ford and Lincoln’s competition is up to soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

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Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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Comment

  1. JE

    Now Lincoln must follow Lexus in producing decent automobiles again instead of the bunch of boring cookie cutter SUV´s and crossovers it produces today. Besides the new Zephyr in China, Lincoln is absolutely no competition for any luxury car brand. A shame that the company that gave us excellent automobiles like the Mark series, the Continental or the Town Car has involved to not even be the shadow of what it once was.

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