Lexus launches world premiere of iconic luxury SUV LX in Riyadh, Saudi Arabia

Lexus’ new SUV LX has been unveiled for the first time at a global event hosted by Abdul Latif Jameel Motors in Riyadh, Kingdom of Saudi Arabia. The long-anticipated premiere reveal was met with excitement among guests, luxury car enthusiasts and Lexus fans.    

Lexus’ fully refreshed flagship SUV maintains its predecessor’s luxurious feel and the automobile manufacturer’s signature brand identity, which combines progressive luxury with bold design and superior performance, giving the LX a unique presence in the global premium SUV market.

The premiere took place on Wednesday, 13 October at the historic Tuwaiq Palace in Riyadh’s Diplomatic Quarter, an area known for its combination of heritage buildings and modern award-winning architectural design.    

Attendance at the exclusive event included notable guests, celebrities, diplomats, local and international media hosted by executives from Abdul Latif Jameel Motors. The global event was broadcast live on Lexus’ website and social media platforms.   

The event featured a spectacular, record-breaking light show and formations comprised of 1,000 drones. The drones put on a 3D light show, dazzling attendees, and celebrating the connection between art, science, and technology. 

Hassan Jameel, Deputy President and Vice Chairman, Abdul Latif Jameel, said in his opening remarks:

“I am delighted that Riyadh was chosen as the site for this global event, and it is a great honor to have the all-new, Lexus LX unveiled in the Kingdom. I would like to extend my thanks and appreciation to the Custodian of the Two Holy Mosques and His Highness the Crown Prince for their continuous support of the Kingdom’s private sector.”

He added: “This event is a testament to the global importance of the Kingdom for the Lexus brand, and especially the Lexus LX. It also reflects the strong and successful relationship between Toyota Motor Corporation and Abdul Latif Jameel Motors and highlights the long-standing and continued success of a partnership that spans more than 65 years. Throughout our partnership, Abdul Latif Jameel Motors has worked hard to continue meeting and exceeding the needs and aspirations of its guests and has harnessed all its capabilities to make Lexus the leading luxury car mobility brand in the Kingdom.”

Mr. Jameel concluded by reaffirming his commitment to place Abdul Latif Jameel Motors at the forefront of the global mobility sector.

“We are working to innovate and influence the future of mobility in line with the ambitious goals of the Kingdom’s Vision 2030, whose achievements are globally admired thanks to the wise leadership of the Custodian of the Two Holy Mosques King Salman bin Abdulaziz Al Saud and the Crown Prince, His Royal Highness Prince Muhammad bin Salman bin Abdulaziz Al Saud.”