'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?
Sky's the Limit: Lexus LF-1 Limitless Concept in Detroit
In years past, flagships were often the largest and snazziest sedan a company had to offer. With consumer tastes seemingly permanently shifted to crossovers and SUVs, that standard is more frequently being borne by those machines.
Lexus has latched on to this, debuting its Limitless Concept today in Detroit. Not yet a production model, the company nevertheless says it has “the potential to shape the future of a flagship luxury crossover for Lexus.”
It looks like the big LS sedan might soon have to share its flagship crown.
Lexus Promises 'Flagship' Crossover Concept in Detroit; Is There Room for Another Model in the Lineup?
Toyota’s luxury division isn’t in the habit of leaving certain vehicle segments wide open for other automakers to plunder. Lexus fields not one, but two sport coupes, just in case one of the few buyers not interested in sedans and SUVs wanders into the dealership.
In the utility vehicle department, it seems Lexus has all bases covered, Or at least it soon will. There’s the compact NX crossover, the midsize RX (soon to be available in a longer, three-row variant), the midsize, body-on-frame GX, and the range-topping, BOF LX full-sizer (now with fewer seats, should you prefer it). There’s even a possibility of a subcompact Lexus utility in the near future.
So, what exactly is Lexus missing? A “flagship” crossover, it seems.