Lexus Partners with the World Surf League
At first glance, surfing and the automotive industry might not seem like a natural pairing, but Lexus is redefining that notion. The prestigious automaker recently announced a multi-year partnership with the World Surf League (WSL). As part of this exciting collaboration, Lexus will take on the role of title sponsor for several major WSL events in the upcoming year, including the Pipe Pro, Trestle Pro, US Open of Surfing, WSL Awards, and WSL Finals.
What Does the Partnership Mean?
This groundbreaking partnership opens new doors for both Lexus and the global surfing community. Starting in 2024, Lexus officially became the Automotive Partner of the World Surf League in North America. This expanded role grants Lexus access to new regions, including Fiji—home to the iconic Cloudbreak, the much-anticipated venue for the WSL Finals.
Together, Lexus and the surfing community aim to deliver an elevated experience for both surfers and fans. According to Lisa McQueen, Lexus’s media manager for marketing, both organizations share core values of innovation, performance, quality, and a drive for excellence. This partnership is expected to enhance the fan experience while strengthening the connection between Lexus and the vibrant surfing culture.
The Lexus Surf LX Concept Car
To showcase its commitment to the surfing lifestyle, Lexus has introduced a unique concept vehicle designed with surfers in mind: the Surf LX. This one-of-a-kind luxury SUV blends Lexus’s renowned elegance with practical features tailored for surf enthusiasts.
Crafted for coastal adventure and sophisticated living, the Surf LX delivers both strength and versatility. It’s built to effortlessly carry surfboards while maintaining the sleek, stylish look expected from Lexus—whether navigating sandy beaches or city streets. Outfitted with durable all-terrain tires capable of withstanding salt, sand, and harsh elements, the SUV also features a cargo area with surf-friendly touches such as a waxing table, changing mat, and integrated cooler. Ventilated compartments provide convenient storage for wetsuits, towels, and other gear, while an LED-lit roof rack ensures easy access during low-light conditions.
Contact us today to learn more about the innovative Lexus Surf concept car and this exciting new partnership.
