Lexus Partners with the World Surf League
Surfing and the automotive world might not seem like an obvious match, but Lexus is setting out to change that perception. The renowned automaker recently revealed a multi-year partnership with the World Surf League (WSL). As part of this collaboration, Lexus will serve as the title sponsor for several major WSL events in the coming year, including the Pipe Pro, Trestle Pro, US Open of Surfing, WSL Awards, and WSL Finals.
What Does the Partnership Mean?
This exciting partnership presents new opportunities for both Lexus and the global surfing community. Beginning in 2024, Lexus officially became the Automotive Partner of the World Surf League in North America. This role expands Lexus’s reach to new regions, including Fiji—home to the legendary Cloudbreak, where the WSL Finals are set to take place.
Together, Lexus and the surfing world are aiming to elevate the experience for surfers and fans alike. According to Lisa McQueen, media manager for Lexus marketing, both brands share values like innovation, performance, quality, and a relentless pursuit of excellence. This collaboration is expected to enhance the fan experience while strengthening the connection between the automaker and the surfing community.
The Lexus Surf LX Concept Car
Demonstrating its dedication to the surfing lifestyle, Lexus has unveiled a specially crafted concept vehicle designed with surfers in mind: the Surf LX. This one-of-a-kind luxury SUV seamlessly blends Lexus’s signature refinement with practical features tailored for surf enthusiasts.
Built to embody the spirit of coastal adventure and upscale living, the Surf LX offers both power and versatility. It’s equipped to handle surfboards effortlessly while maintaining the stylish presence expected of a Lexus vehicle—whether on sandy shores or city streets. The SUV features rugged all-terrain tires built to endure salt, sand, and rough conditions. Its cargo area boasts surf-friendly additions like a waxing table, changing mat, and integrated cooler, along with ventilated compartments for wetsuits, towels, and other essentials. The roof rack even includes LED lighting for convenient access during low-light conditions.
Contact us to discover more about the innovative Lexus Surf concept car and this exciting new partnership.
