Don't Need No Stinkin' Badges: Lexus to Drop Logo, Add Billboards

Matthew Guy
by Matthew Guy
don t need no stinkin badges lexus to drop logo add billboards

Well, at least on the rear of their vehicles. According to a recent interview with another industry outlet that rhymes with Rotor Blend, the Lexus brand will begin appending chrome-plated L E X U S billboards to the rumps of their vehicles instead of the famed round stylized ‘L’ logo, a badge which will continue to appear on steering wheels and enormous grilles.

Brian Bolain, a senior exec within the Lexus marketing department who MT hilariously and erroneously referred to as Brain Bolian, said in a far-reaching year-end interview that the move is as much about the forthcoming shift to electrification as it is brand identity.

“We need some way to signify that change is coming,” he explained to the mag, noting it may seem like a “dumb way” to accomplish the goal but that it will catch the eye of consumers. Or perhaps someone at Lexus has a cousin who just started a letter factory, who knows.

The chance will first crop up on the newest iteration of the junior-ute NX, while the mighty 2022 LX will be the second model to receive this change. The trim change will slowly creep across the rest of its line like so much kudzu, not necessarily waiting for any particular midcycle refresh.

Badges like these have gained a lot of popularity over recent years, typically showing up on off-road-focused variants of certain rigs (such as the F-150 Raptor or Toyota’s own TRD Pro series of dune busters) but plenty of others have recently jumped on the bandwagon. Hyundai notably spells out not the make but the model of its cars on their trunklids, such as the Elantra and Sonata. Old-timers Experienced gearheads will remember certain generations of the Nissan Maxima, back when it really was a 4-door sports car, did all this three decades ago.

Elsewhere, the infotainment systems at Lexus are in the throes of a revamp, and none too soon in the opinion of many. The corporate overlords have been plowing millions of bucks into a wholesale overhaul of Toyota’s (and, by extension, Lexus’) infotainment systems, some of which have been much maligned for their decided lack of user-friendly input methods. The sometime-infuriating Lexus joystick control is apparently vanishing in some models very soon, again not waiting for a midcycle refresh. Also reported to be on tap are faster processing speeds (sorely needed) and the ability to seamlessly receive certain over-the-air updates.

A full slate of Lexus EVs isn’t likely to drop soon, but we can look forward to some of these changes in the meantime.

[Image: Lexus]

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2 of 31 comments
  • DungBeetle62 DungBeetle62 on Jan 05, 2022

    Didn't we just about get to the point where nobody was putting their actual name on a car other than the likes of BMW, Ford or Nissan, where the logo actually contains the name? I'll think this is a good idea when I see an S-Class with MERCEDES BENZ spelled out across the trunk lid. No, even then I won't think it's a good idea. Like pants with JUICY across the butt.

  • Redbat01 Redbat01 on Jan 05, 2022

    The Lexus logo reminds me of a big nose inside an oval.

  • VX1NG I think it should but I am open and curious to hear the arguments from those who oppose income based fines.
  • EBFlex No
  • VX1NG My understanding is that by removing analog AM capabilities it will force the AM industry to transition to either analog FM or digital radio broadcasts. Both of which use radio bandwidth much more efficiently than analog AM. The downside with switching to digital radio broadcasts is, just like we saw with the analog to digital OTA TV transition; you either receive the signal or you don’t. Whereas analog FM does not have that same downside. The downside with switching to analog FM or digital FM is the coverage area is significantly smaller than AM.Phasing out analog AM would free up a large chunk of radio bandwidth and could allow for newer technologies to utilize the bandwidth.
  • Bill 80% of people do not know how to or check the condition/ status of air pressure in thier tires let alone the condition of thier tires. Periodic safety inspections ensures vehicle are safe to be on the roads. I sure would like to be confident the vehicles around me are safe because they passed a objective inspection. The cause for suspicion in the US is most safety inspection programs are subjective and do not use technology to make the determination if the vehicle is safe or not. Countries that that use technology for annual vehicle inspections have a fairly high failure rate. I live in California a state without safety inspections and the freeways are litter ed with tire fragments and parts of cars. Every time it rains the roads are congested from accidents. Instagram is full of videos of vehicles with the wheels coming of while driving on the freeway. Just hope you won't be on of the casualties that could have been prevented if the vehicle owner had spend $7-$20 for a periodic safety inspection.
  • Kcflyer The Prado is the GX. So they already did, a long time ago