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Automaker Lexus launches $3.7 million luxury yacht. No news on a Buick yacht yet.

PortandTerminal.com, November 14, 2019

AICHI, JAPAN – Toyota’s luxury division Lexus is venturing into the world of production boat-building with a 65-foot “flagship” yacht.

The yacht scheme forms part of a larger strategy for Lexus to venture into other creative worlds – non-automotive projects – for inspiration. This includes the annual Milan Salone del Mobile design awards, culinary work, a hotel lounge and now luxury yachts. 

“Lounge by Lexus” at the Brussels Airport is another example of the company expanding its brand reach into non-traditional areas of luxury

In a statement, Lexus said that international president Yoshihiro Sawa sees the company not as an automotive manufacturer but as a luxury lifestyle brand – one that “explores new ways to deliver innovative and amazing experiences for [Lexus] guests.” Launching the LY 650 yacht “symbolises the challenge Lexus has taken up in its aspiration to become a true luxury lifestyle brand venturing beyond the automobile.

The new LY 650 Yacht builds on a 42-foot concept boat that was built for Lexus in 2017 by Marquis Yachts at the workshop in Wisconsin, US. It has three staterooms with berthing for six, an entertainment area, a fly bridge, and carlike arched side windows reminiscent of a Lexus LS or an Audi A4. With a fibreglass/carbon fibre hull and Volvo propulsion, it can reach speeds exceeding 30 knots. 

The vessel was on display at the Fort Lauderdale International Boat Show, the same day that it officially went on sale. Its starting price is $3.75 million, rising to $4.85 million fully loaded. At least four have already been sold. 


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