Lexus introduces surf-themed LX SUV

The luxury automotive brand introduced Surf LX concept vehicle at 2025 Lexus Pipe Pro surf contest on Oahu, Hawaii. The one-of-a-kind luxury SUV marks the beginning of Lexus partnership with World Surf League as a title sponsor of major surf events and is inspired by surf culture, blending coastal aesthetics with functionality.

The SUV sports a matte blue exterior with a contrasting white roofline and black accents, reflecting the movement of ocean waves. Durable leather upholstery is paired with custom 20-inch grey wheels and 33-inch all-terrain tires, making it resilient to sand, saltwater, and rugged coastal terrain.

The trunk is equipped with slide-out storage, a surfboard rack, a built-in cooler, a waxing table, and a turf-changing mat. A custom exo-cage and LED-illuminated rear ladder provide easy access to the roof rack. 

As part of the new agreement, Lexus will serve as title partner for five marquee League events in 2025: the WSL Awards, Pipe Pro, Trestle Pro, US Open of Surfing, and WSL Finals. Additionally, Lexus will extend its partnership reach to Fiji for the highly anticipated WSL Finals at Cloudbreak.