Lexus' Global Design Chief Admits That Their Giant Grilles Turn Buyers Off!

Lexus' contemporary design language includes the "spindle grille," which has divided buyers since its introduction in the early 2010s. Lexus global design head Koichi Suga admits in an interview with Automotive News that the grilles will be toned down as a result of customer feedback.

Suga admitted that Lexus market research revealed that the massive, hourglass-shaped grilles of the company's ICE-powered cars turned off some customers, particularly Americans. While the "spindle" style, which has an intricate diamond weave encompassing the front of the car (modelled above on the RC F), has been the most divisive of these designs, even the company's more traditional grille designs are still the dominant feature of its vehicles (such as on the new LX600 the company introduced this year).

The company's front fascia has been criticised since the design of the spindle grille, which was a radical departure from the company's previously restrained visual language. It was introduced in an attempt to attract younger buyers, but the results were mixed.

As a result, Lexus is attempting to retain the signature look while integrating it more seamlessly into the body, with what the company calls the "spindle body," which is featured in the company's new RZ plug-in electric.

According to Suga, the automaker intends to keep the spindle shape. However, the spindle has always been based on the functionality of what's going on underneath the hood. With no radiator cooling required and a directive from Toyota's global design boss to avoid fake grilles whenever possible, the new "spindle body" allows Lexus to retain its brand design while hopefully not drawing as many parallels to Predator (1987).