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

Steph Willems
by Steph Willems
8216 lq marks the spot what does toyotas 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]

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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.

  • THX1136 I think that the good ole interwebs is at least partially to blame. When folks can get content for free, what is the motivation to pay to read? I'm guilty of this big time. Gotta pay to read!? Forget it! I'll go somewhere else or do without. And since a majority of folks have that portable PC disguised as a phone in their pocket, no need for print. The amount of info easily available is the other factor the web brings to bear. It's perhaps harder now to stand out. Standing out is necessary to continued success.In an industry I've been interested (and participated) in, the one magazine (Mix) I subscribed to has become a shadow of it's former self (200 pgs now down to 75). I like print for the reasons mentioned by another earlier. I can 'access' it in a non-linear fashion and it's easily portable for me. (Don't own a smarty pants phone and don't plan to at the moment.)I would agree with others: useful comparison reviews, unique content not easily available other places, occasional ringers (Baruth, Sajeev, et al) - it would be attractive to me anyway. I enjoy Corey, Matt and Murilee and hope they continue to contribute here.
  • Daniel J I wish auto journos would do more comparisons. They do some but many are just from notes from a previous review compared to a new review. I see where journos go out to a location and test drive and review a vehicle on location but that does absolutely nothing for me without any comparison to similar cars. I also wish more journos spent more time on seat comfort. I guess that doesn't matter much when many journos seem to be smaller folks where comfort isn't as important. Ergonomics are usually just glossed over unless there is something very specific about the ergonomics that tick the journo off. I honestly get more from most youtube reviews than I ever do about reviews written on a page.
  • Namesakeone It's not just automotive. All print media is treading water. Time Magazine has gone from weekly to biweekly. Playboy no longer exists as a print magazine. There are lots of other examples. How to fix it? Let me be (among) the first to say that I have no idea.
  • Teddyc73 Was anyone really clamoring to buy one?
  • MaintenanceCosts This looks really surprisingly different from the Blazer EV. It's more boring, but it's also more Honda, and for that reason alone it will be taken a lot more seriously in US markets.