'LQ' Marks the Spot: What Does Toyota's Odd Trademark Application Mean?

Steph Willems
by Steph Willems
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lq marks the spot what does toyota s odd trademark application mean

Trademark applications provide a very hazy window into the future of an automaker’s lineup, and this one’s no different. On May 7th, Toyota filed an application with the U.S. Patent and Trademark Office for use of the name “LQ” on a motor vehicle.

While it partially fits into the Lexus brand’s naming scheme, the second letter of the name (after L for “luxury”) is meant to designate the style of vehicle. So, just what kind of flagship model could this be?

The trademark application, uncovered by Lexus Enthusiast, seems to point to a different type of vehicle. In the upper echelon of the Lexus stable, “LS” means a luxury sedan, “LC” designates a luxury coupe, and “LX” covers the SUV/crossover field.

So, what about that Q? The best guess out there is that “Q” refers to a sportier luxury crossover, possibly one previewed by the brand’s LF-1 Limitless concept vehicle. Far more athletic than the range-topping LX SUV or midsize RX, the unibody, comparatively low slung Limitless debuted at January’s Detroit auto show with no production promises in tow.

Still, the automaker claimed the concept had “the potential to shape the future of a flagship luxury crossover for Lexus.”

Crafted at CALTY Design Research, the crossover showed off what could become the brand’s future styling direction. The jury’s out on whether that’s a good thing. With creases aplenty and an evolution of Lexus’ signature spindle grille leading the way, the crossover’s rakish profile oozed sportiness. Dual rear spoilers completed the look. Lexus claimed the concept could handle any number of propulsion sources.

While there’s no shortage of crossovers and SUVs in both the Toyota and Lexus lineups, the company has hinted it isn’t against fielding two vehicles in the same segment. The LQ could easily become another cash cow positioned near (or at) the top of the Lexus heap.

[Images: Lexus, Bozi Tatarevic/TTAC]

Steph Willems
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2 of 12 comments

    "LQ": Looks Quotidian at best . . . I only buy American . . . End of Story . . .

  • Compaq Deskpro Compaq Deskpro on May 17, 2018

    Slightly lifted Yaris with 20 inch rims and a tiny hatchback and rubbish leather seats, it will sell like gangbusters to widespread acclaim.

  • Ernesto Perez There's a line in the movie Armageddon where Bruce Willis says " is this the best idea NASA came up with?". Don't quote me. I'm asking is this the best idea NY came up with? What's next? Charging pedestrians to walk in certain parts of the city? Every year the price for everything gets more expensive and most of the services we pay for gets worse. Obviously more money is not the solution. What we need are better ideas, strategies and inventions. You want to charge drivers in the city - then put tolls on the free bridges like the Brooklyn, Manhattan and Williamsburg bridges. There's always a better way or product. It's just the idiots on top think they know best.
  • Carsofchaos The bike lanes aren't even close to carrying "more than the car lanes replaced". You clearly don't drive in Midtown Manhattan on a daily like I do.
  • Carsofchaos The problem with congestion, dear friends, is not the cars per se. I drive into the city daily and the problem is this:Your average street in the area used to be 4 lanes. Now it is a bus lane, a bike lane (now you're down to two lanes), then you have delivery trucks double parking, along with the Uber and Lyft drivers also double parking. So your 4 lane avenue is now a 1.5 lane avenue. Do you now see the problem? Congestion pricing will fix none of these things....what it WILL do is fund persion plans.
  • FreedMike Many F150s I encounter are autonomously driven...and by that I mean they're driving themselves because the dips**ts at the wheel are paying attention to everything else but the road.
  • Tassos A "small car", TIM????????????This is the GLE. Have you even ever SEEN the huge thing at a dealer's??? NOT even the GLC,and Merc has TWO classes even SMALLER than the C (The A and the B, you guessed it? You must be a GENIUS!).THe E is a "MIDSIZED" crossover, NOT A SMALL ONE BY ANY STRETCH OF THE IMAGINATION, oh CLUELESS one.I AM SICK AND TIRED OF THE NONSENSE you post here every god damned day.And I BET you will never even CORRECT your NONSENSE, much less APOLOGIZE for your cluelessness and unprofessionalism.