HS=Harmonious Sedan

In harmony with the earth and humanity HS STUDY TRIP

This is a journal of information,
thoughts, and observations from my
Lexus HS study trip. Everything here
is totally unsubstantiated or just my
personal opinions. Everything
contained here should be fact checked
and viewed with great skepticism. Tim
#1 CULTURE Summary: The HS is not a beautiful or graceful car in the sense we’ve
come to expect from Lexus, therefore the opportunity exists to help consumers see the
HS through a new lense, one that measures beauty through different criteria.

Beauty requires relevance. What determines a

product’s beauty is no longer just what it looks like.
It’s more than that; it’s the story of how it was made,
how we’ll use it, and where it will go afterward.
SEXY
UGLY
TOMS Shoes for Tomorrow For every pair
of shoes you buy, TOMS will give a pair
to a child in need. This is part of a “one
for one” movement. The shoes are rather
shapeless, but their story is what makes
them fashionable.
 “The design
language of a
hybrid should
- William Chergosky, Calty Design Research, Inc.

speak of it’s
function”
The first impression of the car was that it seemed average. In
pictures it seemed almost Corolla or Yaris-like (although less so
in person) It wasn’t elegant or beautiful like other Lexus cars,
nor was it quirky enough like the Prius. It seemed solid, sub-
stantial and bigger than I imagined, felt like it fit between the
IS and ES. I don’t know if it’s because I wanted it to like it, but
the more I looked at it, the more I appreciated the subtle de-
tails. I was jokingly referring to it as “low impact” design, but in
a sense there is a purposeful modesty about it that somehow
works. As opposed to the LS, RX and GS, which hide their hy-
bridness, this car celebrates the notion of restraint.
We’ve become so used to Lexus cars being beautiful, elegant,
and fast looking, but in a way that’s a traditional measure of beau-
ty and desirability. Maybe it’s what the designers had in mind but
this car seems to eschew a lot of those vanity totems for a differ-
ent type of desirability. Maybe this different expression is about
embracing changing values, where less is more, where we con-
sume as little space and as few resources as possible. In terms
of how we present the car, we can make it look nice, which we’ve
done a credible job with on the flyer photography. However, in a
head-to-head beauty contest I think the car will come up short
against competitors like the C-Class, 3-Series, A4 and TSX.
 The front angle is one of the best
and distinctive in my opinion. The
Lexus sees the grille as a high-tech and aerodynamic expression. We asked
front corners seem pushed out
if this was a future design cue and they said possibly for hybrid only.
which lends some attitude. Also
these corners are aerodynamically
significant and the designers called
them ‘gullwings’.In person the grille
looks pretty good and feels well in-
tegrated. The LED headlamps are
another distinctive front end feature.
They’re sort of jewel-like and seem
upscale Lexus appropriate.
Two interesting things about the profile: One is the ‘cab-
forward’ design which is apparent, but not radical looking.
The designers wanted to keep a traditional 3-box sedan
design, feeling it was Lexus appropriate. The cab-forward
design was possible because the hybrid-specific brief al-
lowed them to place the components where they wanted
and with a smaller drivetrain up front, it allow them to
move the cab forward. Overall designing a hybrid-specific
vehicle allowed them to optimize the whole package (more
trunk space, interior space, etc)

The other noticeable thing is the front quarter-window

which is there for enhanced visibility and to my eye, is a
distinctive feature. It looks a little odd and not everyone
liked it, but I thought it was at least distinctive. It seemed to
be a design cue from a crossover vehicle, but it is some-
thing different in an otherwise very bland profile.

Note: We saw the car without the aero kit and it wasn’t as bad as I had thought, bur everything we shoot should
have it. It just looks less wimpy, and the 18” wheels make it feel more solid and connected to the ground.
 In testing the rear angle didn’t do so well, but I really
liked it. I like the way (in 3/4 rear) the A-pillar flows
into the front fender. The rear taillights are incredibly
detailed and jewel-like and they also protrude out
from the body which looks cool, but then they start a
pronounced shoulder/character-line which runs the
length of the car.

The Head Designer was very proud of an aerody-

namic fin on the rear of the undercarriage. It’s pur-
pose is to help stability in high-speed cornering.

One cool thing I learned was that contrary to pop-

Undercarriage aerodynamic fin
ular automotive design practice, there is no visible
exhaust or tailpipe. Whereas the ISF is all about
performance and it telegraphs it audibly and visu-
ally through it tailpipes, the HS is quiet and visually
de-emphasizes it’s emissions.
Extrinsic vs. Intrinsic
 #2 THE INDIVIDUAL Summary: Because the HS is not traditionally beautiful, there
is a possibility to capitalize on it’s modesty as a new expression of conscientious
luxury - correct for our times. This aesthetic or idea may be a badge that will appeal
to individuals wishing to be seen as understanding or responsive to societal, eco-
nomic and envronmental realities.

ANGST
CONFIDENCE
Our beliefs drive our behavior and how we
percieve beauty. Rather than seeking to
be a part of a cult, individuals value their
uniqueness and self-reliance. The individual
knows what’s appealing. What determines a
product’s beauty is no longer what it looks
like. It’s more than that; it’s the story of how
it was made, how we’ll use it, and where it
will go afterward.
Approximately two-thirds of those polled considered the state of
the economy even more important than protecting the environment.
Nonetheless, a whopping three-fourths of respondents (73 percent
in the U.S., 79 percent in the U.K.) say they will maintain or increase
their level of spending on green products in the coming year. Why?
To minimize their own environmental footprints. This behavior reflects
the growing belief that individuals rather than corporations or gov-
ernments have the most impact on the environment. Consumers
increasingly view the environment as a personal issue rather than an
abstract one, and their focus seems to be shifting from larger con-
cepts, such as climate change, to things they can influence directly in
their daily lives, such as waste disposal and energy consumption. -
Landor, Image Power Green Brands Survey
 #3 Sustainability Summary: Lexus has taken a holistic lifecycle approach to
the manufacture through disposal of the HS, giving us a measure, which they say is
33% lower CO2. This is possibly a way to shift the conversation away from the one-
dimensional gas-mileage discussion.

break down
built to

Designing permanence
is irrelevant. Instead, we
design for an environment
where everything gets
recycled into itself.
Nature uses the same
building blocks over
and over again. We
do the same.
 One of the most interesting HS
stories (maybe the story) is the
holistic approach Lexus took to the
vehicle life cycle. 33% less CO2
over the life of the vehicle. This
takes the production of raw mate-
rials, vehicle manufacture, use,
maintenance and finally disposal. CO2
life cycle
Adoption of
Kenaf and
Bio-plastics.
Upholstery parts, a Lexus world’s first

Luggage trim

Injection molded parts, a Lexus first

Cowl side trim

Door scuff plate

Toolbox

Floor finish plate

Foam parts, a Lexus first

Seat cushions

Board parts

Package tray
The HS will be the first
Lexus to have the new
telematics system,
Enform. One cool feature
is that you can build your
own menus and
input destinations via
your home computer.
650 Cedar trees will be saved over the life of each vehicle as a result of the ecological and recycled plastic used in the HS.

C
 The ECO Mode switch allows the driver to
choose between three driving modes: Eco,
Power and EV. From what I understand it
works by limiting max acceleration and it
‘helps’ the driver to achieve the best efficiency.
While in the Eco position the system
3 Driving adjusts the air conditioning system for best
efficiency - for example the system is shut
Modes down during hard acceleration. The EV mode
Power is electric only for stealthy late night garage
parking, good for 15 minutes.
ECO
Electric
Top Ten Best Mileage Cars, EPA Combined
Mileage is not amazing, but much better than it’s current
1. 2008 Toyota Prius
EPA Combined Mileage: 46 near-lux competitors and it has competitive performance.
2. 2008 Honda Civic Hybrid
EPA Combined Mileage: 42
They said they got 44mpg under ‘ideal’ conditions, but
3. 2008 Nissan Altima Hybrid
EPA Combined Mileage: 34 confirmed 33mpg is where it will be for EPA combined es-
4. 2008 Toyota Camry Hybrid timates. The reason the car doesn’t get Prius-like mileage
EPA Combined Mileage: 34
is that it’s a larger car and it’s got so much technology and
5. 2008 MINI Cooper
EPA Combined Mileage:32
amenities it’s heavier.
6. 2008 MINI Cooper Clubman
EPA Combined Mileage: 32 Lexus are very concerned about some very high-mileage
7. 2008 Toyota Yaris
EPA Combined Mileage: 32
and clean competitors coming out from Audi, Acura, BMW
8. 2008 Honda Fit
and Mercedes (all diesel) which will be coming to market
EPA Combined Mileage: 31 more or less at the same time.
9. 2008 Toyota Corolla
EPA Combined Mileage:31

10. 2008 Kia Rio

EPA Combined Mileage: 29
The ECO Driving Indicator helps the driver
adjust their driving style to achieve the best
fuel economy for every driving situation.
This is done through a series of progressive
indicator lights on the dash that ultimately
show the driving sweet spot. It seems that
hybrid fuel economy is particularly susceptible
to driving styles, so this indicator is
helpful to help achieve the best mileage.
 #4 DESIGN Summary: The HS was designed from the inside out which gave them the
ability to maximize the overall packaging of the unique drivetrain. This is what allowed
them to create a cab-forward design with large passenger and luggage capacity.

“If visual language

was the underpin-
ning force for
- Jacques Giard, Arizona State University
industrial design
in the 20th century,
sustainability will
be its equivalent
in the 21st”
 IN-
SIDE
OUT
THE CORE
DETERMINES
THE SHELL

The notion that form follows function is well

known, but where it becomes particularly
interesting is when the function expresses an
idea that resonates with people.
“The hybrid story
should be a holis-
tic one that starts
from the inside, [the
heart] and transform
the outer shell, [the
healthy body]”
- William Chergosky, Calty Design Research, Inc.
They talked a lot about how aerody-
namically efficient the car is which
enhances quietness, stability and fuel
economy. The drag coeffient number
of 27 is one of the best and the same
as C-Class and 3-Series with the one
car better being the Prius.
In response to the question of what generation or
platform is this car based on. They said they don’t
like to refer to them a Gen-8 or whatever, because
the technology is evolving so fast it makes that
naming convention obsolete. From some of the
documents it seems that the HS dna is closest to
the Camry Hybrid.
 On the HS there was a considerable
effort to maximize visibility, both to the
road and to instruments and controls.
The A-pillar was as thin as possible
and a small front quarter window was
added. The position of the screen and
Haptic device were positioned to
minimize the need to take eyes off the
road. Also key controls and instruments
were carefully positioned according to
frequency and priority of use.
Underside of the HS is flattened and
optimized for efficient airflow.
#5 solutions in balance Summary: The HS is just as beautiful for what it
isn’t as what it is. It offers a vision of luxury that is exactly right - no more, no less than it
needs to be. Through innovation it delivers big technology and luxury in a small package.

The proportion of a solution

needs to balance with its
problem: We need hybrid
technology and desire luxury
vehicles. The study of tech-
niques and materials is the
first step in defining the
modern sense of beauty.
The HS has the Haptic device as an option (like the RX)
and they were calling it “Remote Touch”. The development
of this interface was apparently long and rigourous, shown
above are some of the many devices they went thru to get
the right human interaction.

The other really cool thing we found out is that this will be
the first car to have the new Telematics system. It is a signifi-
cant step forward from Lexus Link and has many cool new
features; for example, you can create your own menus and
input destinations remotely from your home computer.
Much was made of giving the car a
‘premium feel’ that would be surprising for
a car of this size and type. Engineers
said particular attention was paid to
giving the steering a solid, direct feel and
the cornering a flat attitude. Also, they
went to great lengths to minimize road
and engine noise to achieve “quietness
befitting a Lexus”.
The cars we saw did not have any grain on the surfaces,
so it was hard to determine how fit and quality of finish
will look. The overall impression is that it’s roomy. When
you first enter the car the first thing you see is that big,
cascading center console, which is cool and makes
sense with the Haptic, but when equipped without it
doesn’t seem to have purpose. In any case it is the most
distinctive feature of the interior and is a distinguish-
ing feature. The Haptic setup felt comfortable and user
friendly - the armrest is adjustable to allow driver to posi-
tion arm for Haptic. The leather we saw had a wavy em-
bossed pattern which I think is what we’ll get.
Head-up Display features dot type
LCD display and concave mirror for
high contrast for ease of focusing.
Lane-Keeping Assist
Lane Departure Warning
(LDW) sounds an audible
alarm and warning lights
when it senses the vehicle
drifting out of lanes. Sec-
ondly, the Lane-Keeping
Assist (LKA) uses the elec-
tronic steering to gently
correct course.
Lexus Smart Beam headlights
automatically dim down from
high-beams when another vehicle
is approaching from the
opposite direction.
#6 SUSTAINABLE LUXURY Summary: Basically, this car offers an surprising
amount of luxury, innovation and technology for such a small, environmentally efficient
car. This seems like the winning combo for those who need to balance their conscien-
tous lifestyle with their need for hedonism.

Is Sustainable Luxury An Oxymoron? Merriam-Webster’s de-

fines sustainable as “a method of harvesting or using a re-
source so that the resource is not depleted or permanently
damaged.” Luxury is described somewhat hedonistically as “a
condition of abundance or great ease and comfort…something
adding to pleasure or comfort but not absolutely necessary.” So
what are we talking about? More important, what are they sell-
ing—heedless consumption by guilty liberals, or quality prod-
ucts with a social conscience?
“Eco-luxury” is the punchier slogan for this phenomenon, and
our first inclination upon hearing about it was to swat it away
like a pesky horsefly. But then—channeling the spirit of Bill Mc-
Donough and chanting “waste equals food” in a low, soothing
hum—we thought: everybody indulges in a little nonessential
shopping from time to time. We don’t obsess over it or organize
Harvard symposiums on the subject, but buying things occa-
sionally provides us a small measure of joy. Take a look at some
products currently promoted as “sustainable luxury” and de-
cide for yourself whether they represent upscale enlightenment,
eco-remorse, marketing gall, or some peculiar combination of
all three. Most of this stuff, incidentally, is out of our price range.
- Martin C. Pedersen. Metropolis magazine
 HSLUXURY Telematics (Lexus Inform), Pre-Col-
lision System, Lane Keep Assist, Dy-
namic Cruise-Control, Heads-up
Display, Integrated XM Sat and Blu-
etooth, iPod USB, Voice Activation
Even today we see men and women denying themselves necessaries to acquire
mere trifles, to obtain some particular gratification, or some intellectual or mate-
Navigation, Voicebox system, Remote
rial enjoyment. A Christian or an ascetic may disapprove of these desires for
luxury; but it is precisely these trifles that break the monotony of existence and
make it agreeable. Would life, with all its inevitable sorrows, be worth living, if
Touch, Smart Access / Memory Call,
besides daily work man could never obtain a single pleasure according to his
individual tastes? - The Conquest Of Bread,1906, by P. Kropotkin
Standard 10-speaker Audio w/6 disc
changer, LED Headlamps, Wide View
Front Monitor and Rear View Moni-
tor, Smart Beam Headlamps, Ventilat-
ed and Heated seats, Intuitive Parking
Assist, Hand-Sanded Finish
Two things of note on the HS seats. There is a
heating element that is more widely distributed and
the temperature varies depending on location and
how the body senses it. As with other Lexus cars
the HS can be had with ventilated seats which now
reduced surface temps faster.
 One of the advantages to a purpose
designed hybrid is that the designers are
able better integrate the batteries without
sacrificing cabin or trunk space. Trunk
was designed with a wide opening to
accommodate large objects and the
space is best in it’s class.
Front Pre-Collision System
with driver monitor

& Dynamic Cruise Control

A foam material was injected
into most of the pillars and cavi-
ties to create a quieter structure.

In order to maximize both

sound insulation and reduced
weight, a sprayed-on sound
dampening process was de-
vised that varies the thick-
ness of the applied material
depending on what is need in
a particular area. This insures
the right amount is used, no
more, no less.
Rear View Monitor Wide-Front View Monitor (like the LX)
 The Memory Call system recognizes
two different drivers and automatically
adjusts seats, mirrors and climate
control settings

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The End