The Lexus ES has long been a staple in the luxury sedan market, known for its comfort, reliability, and understated elegance. But when the latest generation debuted, many enthusiasts felt it leaned too far into a conservative, China‑focused aesthetic. To address this, Lexus turned to Modellista, Toyota’s in‑house customization brand, to give the ES a sharper, sportier edge. The result was showcased at the Tokyo Auto Salon 2026, where the Lexus ES Modellista Prototype stole the spotlight.
What Is Modellista?
Modellista is Toyota’s official customization division, specializing in body kits, accessories, and styling packages. Its mission is to add flair to otherwise restrained designs, appealing to customers who want individuality without sacrificing factory quality.
For the ES, Modellista’s intervention was about restoring visual excitement to a car that some critics felt had gone bland.
Key Design Enhancements
The Modellista ES package introduces several exterior upgrades:
- Front bumper splitter: A body‑colored addition that sharpens the sedan’s face.
- Extended side skirts: Integrated with customizable LED light strips, offering multiple color options for a futuristic touch.
- Rear bumper accents: Subtle extensions that balance the aggressive front styling.
- Black line detailing: Running from front to rear, creating a stretched, low‑slung silhouette.
- Low‑centered stance: Achieved by extending body color to the undercarriage, enhancing the car’s grounded presence.
These changes don’t radically transform the ES but add enough flair to make it stand out in a crowded luxury sedan market.
Why Lexus Needed Modellista
The new ES’s design shift toward sharper lines and a conservative profile was intended to appeal to global markets, particularly China. However, in Japan and Europe, critics argued the car lacked the boldness of rivals like the BMW 5 Series or Mercedes‑Benz E‑Class.
By introducing a Modellista package, Lexus:
- Appeals to younger buyers who want sportier aesthetics.
- Keeps the ES competitive against German rivals with aggressive styling.
- Strengthens brand identity by offering factory‑approved customization.
Market Positioning
The ES Modellista is not a performance upgrade—it’s purely aesthetic. But in markets like Japan, where personalization is highly valued, this package could be a strong differentiator.
- Target audience: Style‑conscious buyers who want luxury with individuality.
- Competitive edge: Factory‑backed customization ensures warranty compliance and quality fitment.
- Global appeal: While showcased in Japan, similar packages could be offered in Europe and Asia.
Risks and Challenges
Despite its appeal, the Modellista ES faces challenges:
- Subtlety vs. impact: Some critics argue the changes are too mild to truly excite enthusiasts.
- Performance gap: Without mechanical upgrades, it may not sway buyers seeking sportier driving dynamics.
- Price sensitivity: Custom packages often add significant cost, which could deter budget‑conscious buyers.
Why It Matters
The Lexus ES Modellista represents more than just a body kit—it’s a statement about Lexus’s willingness to adapt. By embracing customization, Lexus acknowledges that luxury buyers want more than comfort and reliability—they want personality.
For Modellista, it’s an opportunity to showcase its design philosophy on a global stage, proving that subtle tweaks can transform perception.
Conclusion
The Lexus ES Modellista Prototype unveiled at the Tokyo Auto Salon 2026 is a bold attempt to re‑energize a sedan that risked fading into the background. With sharper bumpers, LED‑lit side skirts, and a low‑slung stance, the package injects much‑needed flair into the ES’s conservative design.
While it won’t satisfy those craving performance upgrades, it offers a stylish alternative for buyers who want their Lexus to stand out. In a market where individuality is increasingly prized, the ES Modellista could be the key to keeping Lexus competitive against its German rivals.