Lexus’ Sport Yacht Concept Heading into Production
With a high-performance 42-foot concept sport yacht, Lexus takes to the sea to broaden its luxury lifestyle brand.
In an effort to expand itself as a lifestyle brand, Lexus developed an awe-inspiring yacht that they hope will leave their competitors all wet. What first began as a one-off concept garnered such positive feedback, that a version of it will be heading into production next year. Ahoy, mateys!
A few years ago, Akio Toyoda, Chief Branding Officer of Lexus International wanted to explore the potential of a stylish premium performance yacht to complement the Lexus lifestyle. This led the Marine Department to reimagine how Lexus does a premium performance yacht. The Marquis-Carver Yacht Group of Pulaski, Wisconsin was brought in to produce the concept vessel. In January, Lexus revealed the result of this project: A running proof-of-concept for a Lexus Sport Yacht, at Di Lido Island on Biscayne Bay, Miami Beach FL.
The Lexus Sport Yacht started as a bespoke one-off project. But now Lexus has announced that they are putting this into production next year.