UNCHARTED WATERS

Extending reach as a lifestyle brand with the Lexus LY650

Automobile makers venturing out to sea, so to speak, with their own brand of yacht is not exactly headline-grabbing news. After all, BMW has been dabbling with boats since 2011, while MercedesBenz has come out with limited edition vessels.

So when luxury carmaker Lexus announced that it, too, was going to produce its own superyacht, it seemed like forgone conclusion. After all, what can the automaker offer that the others can’t?

Turns out, a lot. For one thing, Lexus will be the first committed to mass

production. After all, Toyota, Lexus’ parent company, is no stranger to maritime endeavours, with its Toyota Marine Division, which has been building, selling and servicing yachts since 1990.

Merging of design philosophies

Dubbed the LY650, Lexus’ first luxury yacht, is the successor to the company’s Sports Yacht Concept that was designed and built in 2016, and will be the first production vessel to embody the marque’s “L-finesse” design theme on water. Lexus’ concept ensures that it will be an eyecatcher, with its strong pronounced bow,

“Lexus intends for the yacht to be an interesting blend of active and luxurious lifestyles.”

Image courtesy of Marquis Yachts Caption

Lexus partnered with Marquis Yachts, which has been able to realise Lexus’ demand for luxury with artisanal craftsmanship, modern technology and design experience