Why Lexus Lost Its Pride.

Toyota's premium brand Lexus emerged in 1989 and has always prided itself on this element. However, it is no longer present in the interiors of the 8th generation Lexus ES - why has this happened?

Sudden Loss

This was reported by Auto Swiat.

The 8th generation Lexus ES was unveiled in April 2025 at the Shanghai Auto Show. This is the first Lexus with hidden switches. The touch sensors above the ventilation openings in the center console disappear when the engine is off and reappear when the car is restarted. Unfortunately, another element has also disappeared from the interior, which has permanently left.

The 8th generation ES is the first serial Lexus without the well-known logo on the steering wheel. The logo has also disappeared from the rear of the vehicle, replaced by the inscription 'Lexus'.

Why the Logo Disappeared

It is rumored that the disappearance of the logo is related to the new design language of Lexus: 'Pure Technologies x Elegance'. This is somewhat strange, as the Lexus logo is widely recognized, especially in the USA, the main market for the Japanese premium brand.

And if this is part of a new aesthetic, it may happen that in the future other Lexus models will also be rid of the well-known 'L' on the steering wheel.

But completely forgetting about the traditional logo is not advisable. Therefore, it still adorns the wheels of the new Lexus ES and the front part of the body between the headlights.