Launching a television commercial for a concept car rather than a production vehicle was highly unusual at the time. Lexus chose to do so as a way of expressing not only what the brand was, but also what it aspired to become.

Moving beyond conventional notions of luxury, Lexus sought to redefine itself as a brand driven by the “Discover” spirit and unafraid to forge its own path. Guided by the vision of Chairman Akio Toyoda, the brand began to embrace greater freedom and a more adventurous approach. For Lexus, which was entering a new phase of transformation, featuring a concept car was the ultimate statement of that ambition.