Lexus Unveils Surf LX Concept and Expands Partnership with World Surf League

Lexus is making waves in the world of surfing with the unveiling of the Surf LX concept vehicle at the 2025 Lexus Pipe Pro in Oahu, Hawaii. Alongside the debut, the automaker announced an expanded multi-year partnership with the World Surf League (WSL).

As part of this new agreement, Lexus will serve as the title sponsor for five major WSL events in 2025: the WSL Awards, Pipe Pro, Trestle Pro, US Open of Surfing and WSL Finals. Additionally, Lexus will extend its partnership reach to Fiji for the highly anticipated WSL Finals at Cloudbreak.

“Lexus and the WSL are united by a shared drive for innovation, excellence, and performance,” said Lisa McQueen, media manager of Lexus marketing. “This expanded partnership will allow us to elevate the fan experience to new heights, creating amazing moments for the surf community.”

The highlight of the announcement was the debut of the Lexus Surf LX, a one-of-a-kind luxury SUV designed with surfers in mind. Inspired by surf culture and informed by professional surfers like Griffin Colapinto, the vehicle blends coastal aesthetics with functionality.

Notably, the Surf LX features a matte blue exterior with a contrasting white roofline and black accents, reflecting the movement of ocean waves. Inside, durable leather upholstery is paired with custom 20-inch gray wheels and 33-inch all-terrain tires, making it resilient to sand, saltwater and rugged coastal terrain.

Designed for adventure, the trunk is optimized with slide-out storage, a surfboard rack, a built-in cooler, a waxing table and a turf-changing mat. A custom exo-cage and LED-illuminated rear ladder provide easy access to the roof rack. At the time of writing, Leuxs has not shared any plans for a commercial launch of the vehicle.