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Once, we all knew what a car was. But right now, its very essence is transforming.
It’s transforming in terms of propulsion, with an epoch-defining shift from petrol to electric. It’s transforming in terms of driving from manual to autonomous; the UK’s first hands-free car, the Ford Mach-E, will take to the roads this year. And it’s changing in terms of entertainment, with big car makers at this year’s CES promising to stream movies, music, games and more into the dashboards of future models.
As the luxury vehicle division of the Japanese automaker Toyota, Lexus is at the forefront of all these developments. So as part of this year’s Milan Design Week, I sat down with their global head of marketing, Brian Bolain, to find out what all this means for the future of automotive branding.
No more boring cars
To start with, Brian believes that Lexusis in pole position to capitalise on the latest car technologies, thanks to a …
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