Lexus Rides The Wave: Unveils Multi-Year Partnership with World Surf League

Lexus Partners with the World Surf League

Surfing and the auto industry may not sound like a natural combination, but Lexus is looking to change that. Recently, the popular automaker announced a multi-year partnership with the World Surf League (WSL). Based on that agreement, Lexus will act as the title partner for several key 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?

The new partnership brings various opportunities for both the automaker and the surfing community. Lexus became the Official Automotive Partner of the World Surf League in North America starting in 2024, which means that Lexus now has access to certain areas of the world, including Fiji, that it did not have before. Fiji is now on the map for Lexus because it is the location of Cloudbreak, which is the much-anticipated site of the WSL Finals.

Collectively, the surfing community and Lexus aim to bring a higher-quality and more compelling experience to surfers and fans alike. As Lisa McQueen, the media manager of Lexus marketing explains, both Lexus and WSL are driven by several shared commonalities, including a passion for innovation, performance, quality, and excellence. They believe their new partnership will bring an elevated experience to fans and the surfing community, which ultimately creates a better experience for all.

The Lexus Surf LX Concept Car

To prove its commitment to the surfing community, Lexus has created a special vehicle designed for the sport. The automaker’s surf-specific vehicle is called the Surf LX concept vehicle. This car is a one-of-a-kind luxury vehicle that gives customers the premium experience they’d desire from a Lexus vehicle combined with some practical elements of enjoying their favorite sport.

As the automaker describes, the Surf LX is designed to accommodate coastal living in the sense that it’s made for adventure and an upscale lifestyle. The Surf LX has plenty of power, and it’s also a versatile SUV that can transport surfboards with ease but still looks good when driving through city streets. The Surf LX is equipped with rugged all-terrain tires that can withstand salt, sand, and the elements. The storage area also has surf-specific features like a waxing table, changing mat, and integrated cooler. It also includes ventilated compartments for storing towels, wax, wetsuits, and more. The roof rack also has LED lighting for safe and easy access in low-light conditions.

Contact us to learn more about the all-new Lexus Surf concept car and partnership.