The Higher Purpose

Committed to the Make in India and Skill India initiatives that have been central to the countrys growth, Lexus is establishing new frontiers in industrial craftsmanship, values, and sustainability
The Higher Purpose
The Higher Purpose

Committed to Craftsmanship

Since its debut in India in March 2017, Lexus has redefined luxury in the world&rsquos fastest-growing major economy and has consistently delivered exceptional design and quality to the discerning Indian guest. Lexus further reaffirmed its commitment to India by announcing local production, an enhanced product portfolio and the expansion of its guest experience centre network. The first model to be produced in India was the popular world-class ES 300h, which features uncompromising performance and state-of-the art technology safety measures wrapped in Lexus&rsquo signature refinement. Production commenced in January 2020 with the first locally produced model was on Indian roads by February 2020. 

Lexus&rsquo Make in India represents their strong commitment to not just delivering an exceptional product and experience for Indian customers but sustainably enhancing their contribution to the economy and industry in India. It also clearly shows Lexus&rsquo strong trust in the skills and craftsmanship of the Indian workforce for producing quality products.

India is only the third country after Japan, United States of America and Canada where Lexus cars are being manufactured. A matter of pride for everyone at Lexus India.

Craftsmanship is at the heart of the amazing experiences at Lexus. Lexus takumi masters dedicate their lives to the perfection of an individual skill set, and apply their highly trained senses to refining every last detail.At the core of Lexus craftsmanship is the spirit of excellence and a lasting commitment to creating unforgettable driving experiences.

All of Lexus manufacturing is overseen by a group of master craftsmen called the Takumi who pass their knowledge and expertise on to every technician. Their standards are unwavering&mdashfor example, they train inspectors to check 4,000 points on every Lexus for paint quality and scrutinize up to 250 points on a single engine part. In total, there are 26,000 tasks in every Lexus plant that require special certification. And every four months, each technician must precisely demonstrate and describe in perfect detail their respective task in order to be certified again. 

While it takes 10,000 hours to become an expert, becoming a takumi master takes over 60,000 hours of meticulous attention to detail, an extraordinary commitment to practice, and a pursuit of excellence without shortcuts. 

Lexus craftsmen ensure that only flawless vehicles leave the production line, checking for minute defects in the body work with their highly trained senses. Their skill takes at least 10 years to develop, and craftsmen must pass an exam before carrying out inspections.

Humans and machines work together in perfect harmony to create exceptional driving experiences. Robots ensure consistent quality, while the craftsmen ensure a flawless finish that only masters can achieve. One cannot work without the other.

Skill & Scale

Lexus India, along with Toyota Kirloskar Motor, has also been contributing to the Skill India programme through Toyota Technical Training Institute (TTTI) in Bidadi, Karnataka.

TTTI imparts world- class skills training to young talents of rural Karnataka. Established by Toyota Kirloskar Motor in 2007 within the premises of Toyota&rsquos manufacturing plant at Bidadi, near Bangalore. 

TTTI provides a dedicated Two and Three year program that focuses on the holistic development of knowledge, skill, body and attitude. With a structure that ensures the highest standard of education, the curriculum offers a complete learning experience, along with basic subjects, recreational activities and comprehensive training on automobile assembly, automobile paint, automobile weld and mechatronics. In addition, students are given practical training by applyingthe world renowned &lsquoToyota Production Systems&rsquo to the various manufacturing processes at the Toyota plant in Bidadi.

Training at Toyota Technical Training Institute is not restricted to classrooms and workshops alone. TTTI exclusively emphasizes on the overall personality development of the trainees under its unique training system named "Body & Mind" Training.

Students' attitude is mentored through activities like 5S, Kaizen, enhancing the core values like Honesty, Humility, Courage, Responsibility, and Teamwork. The interpersonal skills are instilled in the students through Human Relationship Principles which is a prominent factor of TTTI's curriculum.

Various clubs as a part of Physical Fitness and Attitudinal training are such platforms that bring the creative talents of the trainees to the fore. Periodic evaluation verifies the holistic growth of students.

TTTI is one of the certified institutes by the government of Japan through the Japan-India Institute for Manufacturing (JIM) for its seamless efforts and immense contribution in up scaling the skill levels of the industry.

Lexus Design Awards India

The Lexus Design Award India (LDAI) is another unique initiative by Lexus India which demonstrates Lexus&rsquo commitment to India, beyond providing exceptional vehicles and amazing guest experiences. LDAI recognizes individuals that can harness technology and design to create products that can be used to solve challenges to craft a better tomorrow. It recognizes and rewards members of the Indian design community who anticipate future challenges, innovate to tackle those challenges and in doing so, captivate the Indian society. 

Lexus India has announced the sixth edition of its most celebrated &ndash Lexus Design Award India 2023 (LDAI), creating a wide yet unique platform for designers to showcase their talent and creativity. Entries will be accepted from 28th July to 28th September 2022. Lexus India is seeking innovative ideas that contribute to a thriving and a better future for all through the power of design and technology.

LDAI, since the first edition in 2018, has seen over 3,000 creative proposals from designers across the country that have contributed to a better tomorrow through their innovative design thinking. The designs curated were focused at solving problems in a wide range of areas such as healthcare, energy conservation, sustainable goods, waste management, among others. 

LDAI has witnessed many interesting designs that will create a better tomorrow for the society. Some of them were &lsquoLife Box&rsquo, Open Category Winner of LDAI 2022 - a preservation box for human hearts to allow for increased travel time and distances,  UniCast- a resizable cast for healing fractures, CleaneRat- an IoT powered sewer maintenance robot, ACCUFILL- a device that provides a real-time reading of fuel being pumped into the vehicle tank, Ice Heal- to treat sports injuries quickly and Samarth- a modular air purification system.

Anticipate, Innovate and Captivate are the three pivotal design principles for entries to LDAI allowing aspirants to express their innovative thinking and originality that anticipates challenges faced by society and imagine engaging & innovative solution that will contribute to a sustainable future, thereby seamlessly enhancing the happiness of all. 

The judging committee of notable design experts will select one winner each from the Established work category and six finalists from the Conceptual work category based on a stringent & elaborate judging criteria. These finalists from the Conceptual work category will be given guidance by leading & eminent mentors in diverse design disciplines. This once-in-a-lifetime mentoring experience is at the heart of the LEXUS DESIGN AWARD INDIA&rsquos reputation for excellence. After refining their work with their mentors, the finalists will have the opportunity to present their projects to the judging panel, who will then select a winner from each of the categories. 

LDAI has announced a new element to the award where the 2 conceptual category winners will be awarded a prototype development fund to help them take their project from concept to reality. They also stand the chance to fly to Milan and experience the Lexus Design Event at Milan Design Week in Italy in 2023.

Sustainable Future

Lexus has been a pioneer in the development of self-charging hybrid electric vehicle technology and today delivers an unparalleled electrified drive that must be experienced to be truly appreciated. Lexus Hybrid Drive is a seamless, optimal combination of electric power and fuel that makes for an environmentally-friendly, fuel-efficient drive designed for convenience and comfort. Moreover, Lexus has continued to pursue a zero-emission goal to safeguard our planet by building vehicles using recycled steel and non-ferrous metals. Our self-charging hybrid systems are as reliable as traditional power sources and exceptionally durable. Each Lexus hybrid electric vehicle is hassle-free and does not require any additional servicing costs. 

Lexus achieved the global milestone of 2 million electrified vehicle sales at the end of April 2021. Lexus now sells nine electrified models worldwide, including Hybrid Electric Vehicles (HEVs) and Battery Electric Vehicles (BEVs), in over 90 countries and regions around the world. 

Currently, across the eight markets in Asia, electrified vehicles accounted for over 20 per cent of regional sales in 2020. In addition, the cumulative effects of reduced CO2 emissions to date (2005-2021) add up to over 20 million tons, which is equivalent to the combined CO2 output of more than 300,000 passenger cars per year. In line with the corporate mission for carbon neutrality and Sustainable Development Goals, Lexus is committed to leading the steady growth of electrified vehicles and the reduction of CO2 emissions.

For every Lexus car that is sold, trees are planted to off-set the total emission from the vehicle in its lifetime, resulting in every Lexus owner being carbon-neutral. As of July 2022, Lexus&rsquo carbon neutral initiative has planted over 27,000 trees around India with the support of as well as in Bidadi, Karnataka. This initiative was developed considering the long-term impact on the environment the average carbon emissions of each of the vehicles had, during its life cycle. Lexus&rsquo 2021 Environment Day campaign contributed over 1,000 trees to the environment, through a social media activity where Lexus India pledged one tree for every engagement on the social media post.

Journey So Far 

Lexus made its global debut in 1989 with a flagship sedan and a guest experience that helped define the premium automotive industry. In 1998, Lexus introduced the luxury crossover category with the launch of the Lexus RX. The luxury hybrid sales leader, Lexus delivered the world&rsquos first luxury hybrid and has since sold more than 2.3 million hybrid vehicles. Since its debut in India in March 2017, Lexus has aimed to craft a better tomorrow and redefine luxury in the world&rsquos fastest-growing major economy. The brand strives to consistently deliver exceptional design and quality to the discerning Indian guest with a portfolio of 6 vehicles, 5 of which are self-charging hybrid electric vehicles. In 2020, Lexus&rsquo presence in the Indian market was further strengthened with the introduction of its first locally produced model, ES 300h. A global luxury automotive brand with an unwavering commitment to bold, uncompromising design, exceptional craftsmanship, and exhilarating performance, Lexus has developed its lineup to meet the needs of the next generation of global luxury guests and is currently available in over 90 countries worldwide. Lexus associates/team members across the world are dedicated to crafting amazing experiences that are uniquely Lexus, and that excite and change the world.

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