Survey Says

New Lexus study reveals what people want, expect from luxury over the next decade

Lexus surveyed over 3,000 Americans to find out what they expect luxury to be like in the next 10 years.

Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

Lexus wants to know what you expect from the future. What does luxury look like in a decade? Is it sustainable? Filled with refined materials and high-tech solutions? Does it solve life's problems before they pop up? The luxury arm of Toyota has commissioned a survey to ask Americans what they expect.

"From the very beginning, our greatest curiosity hasn't been machines, it's been people," said Lisa Materazzo, vice president of Lexus marketing. "What moves them? What makes them tick? It's the inspiration for everything we do. From the products we craft to the dealership experience, it's what makes us uniquely Lexus."

For the study, Lexus surveyed 3,200 Americans from Gen Z to Baby Boomers. Some information detailed as part of the results below, was gathered from an additional field study commissioned by the automaker on November 4, 2019 among 1,003 Americans aged 18-years old and older.

Most Americans (56%), feel that luxury is better described as a lifestyle of experiences than a collection of belongings.

woman boat island travel luxury

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According to Lexus, "luxury has always been about exceptional quality and, more recently, experiences over possessions. They are the single most inherent features of luxury and are the top "must-haves" for luxury brands, according to the study findings. This trend is projected to continue, as the majority of Americans (73%) believe that identifying luxury with experiences over belongings will be just as, if not more, important in the next decade."

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Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

A full 86 percent of Americans expect luxury brands to provide exceptional experiences.

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Those surveyed expect luxury brands to be highly responsive to customers' needs, providing expert support and focusing on the details as well as giving a personal touch to service. This personal touch includes knowing the customer's name and preferences and even attention to sensory elements, such as scent, lighting and mood.

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Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

Nearly three times as many people a will associate luxury with the opportunity for the occasional "digital detox", according to the survey.

High angle view of family using various technologies in living room at home

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Americans love their digital devices continue to feel pressured to be "plugged in" at all times. As the number and sophistication of devices rises, the pressure mounts.

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In the future, 93% of respondents expect to see just as much, if not more, features from luxury brands allowing them to make special requests.

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"I want it my way." Americans are able to customize their lifestyle more now than at any other time in history. They don't want that trend to reverse. More than half of the survey respondents (51%) are hoping to see additional tools and innovation supporting ways to customize their online luxury orders.

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Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

Environmentally friendly manufacturing and messaging are important trends that Americans hope will continue in the next decade. 

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According to Lexus, "Most Americans expect luxury brands to have environmentally friendly manufacturing processes (81%). More than seven in 10 also believe luxury brands should act like leaders on issues surrounding sustainability (71%). And, they are open to innovative materials to help satisfy their demand for more sustainable manufacturing practices. In fact, nearly half (48%) look to see more original materials like faux leather and lab-grown diamonds in the future."

Ford also studies trends and each year releases their Ford Trend Report. One of the key findings of that global survey is that over one-third of respondents have no interest in owning an electric vehicle.

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Refreshed luxury crossover

2022 Lexus NX earns Top Safety Pick +

The 2022 NX earned a Top Safety Pick + award.

Lexus

The redesigned 2022 Lexus NX just got its crash test scores, and they're strong. The new crossover picked up a Top Safety Pick + award from the Insurance Institute for Highway Safety (IIHS), the agency's top award. It's the NX's fourth consecutive Top Safety Pick + award, and before that the vehicle earned Top Safety Picks.

2022 Lexus NXThe NX has picked up top awards for several years in a row. Lexus

The 2022 NX picked up top scores in testing, earning a "Good" rating in all crash-test categories, a "Good" score for headlights, "Superior" scores for both vehicle-to-vehicle and vehicle-to-pedestrian crash prevention, and a "Good+" score for LATCH system ease of use. Though the 2021 model also picked up a Top Safety Pick + award, it scored lower for its car seat anchors.

Lexus offers the new NX with a whopping four propulsion options, including a 2.5-liter four-cylinder engine making 203 horsepower, a 2.4-liter turbocharged four-cylinder with 275 horsepower, a 2.5-liter hybrid with 239 horsepower and a plug-in hybrid powertrain with 302 horsepower. The two gas engines come paired with an eight-speed automatic transmission and either front- or all-wheel drive, while the two hybrids both get all-wheel drive.

2022 Lexus NXLexus offers the NX with four powertrain options. Lexus

Pricing for the 2022 NX starts at $39,025 for the base NX250. Moving up the line, the NX350h starts at $42,125 and the NX450h+ starts at $56,725.

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New luxury EV

Lexus announces all-electric RZ 450e

Lexus just announced the new RZ 450e

Lexus

Lexus and Toyota have finally jumped onto the EV train, and we’ll soon see new all-electric SUVs from both. The Lexus variant, named RZ 450e, features a reasonable range, upscale interior, and neat all-wheel drive technology. We don’t have firm pricing for the Lexus, but expect it to start in the mid-to-high $40,000 range.

2023 Lexus RZRange is expected to reach 225 miles per chage. Lexus

The RZ shares a platform and much of its underlying engineering with the Toyota bZ4X and Subaru Solterra, but will take a more upscale approach. Though its size and overall shape are similar to the others, the Lexus’ exterior styling is sharper and sportier, with functional aerodynamic bodywork. A new Lexus logo is spelled out on the rear gate, instead of the traditional “L” of previous models.

The SUV comes with a 71.4-kWh battery that should deliver a range of around 225 miles on a charge. All-wheel drive is standard, and uses the RZ’s dual electric motors to shift power between the wheels that need it most.

Inside, the RZ features a minimalist, open space with controls meant to remind drivers of a horse’s reins. Ultrasuede upholstery and woodgrain trim come standard. Lexus notes the RZ’s head-up display is controllable via steering wheel-mounted buttons that handle navigation, audio, and other functions.

2023 Lexus RZThough similar to the Toyota bZ4X inside, the Lexus IS more upscale and minimalist. Lexus

Speaking of the steering wheel, the first RZs will be available with a round wheel only, but later on, Lexus will offer a yoke-style wheel like the one seen in the Toyota bZ4X concept and Tesla’s Plaid models.

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