Arab News Japan

DUBAI: Lexus honored the UAE’s National day with a unique twist to its logo: a flipped ‘L’ symbolizing the number ‘7,’ which is a tribute to the gulf country’s seven Emirates.

The ‘L’ badge is revered by motoring fans around the world. So, when Lexus unexpectedly rotated its logo across its online platforms, it spread widespread intrigue across the UAE.

Social media profile pictures flipped. Steering wheels and rims were turned upside down.

The front badges, rear badges and every other badge carried the creative tweak.

Eid Al Etihad, or Unity Day, an occasion formerly known as UAE National Day, was renamed to commemorate the unification of the UAE. The theme was the coming together of the seven great Emirates that make up the country.

The mystery was revealed just in time for the celebrations. When turned upside down, the Lexus ‘L’ becomes a 7.

“Lexus has a deep cultural significance and heritage in this country. This gesture was a natural expression of our appreciation for the UAE and celebrating the legacy of Lexus within the nation,” said Karim Hassanein, Senior Marketing Manager at Al-Futtaim Lexus. 

The reveal not only sparked a collective ‘aha’ moment but also inspired action. Once this clever trick came to light, Lexus owners across the nation jumped in, proudly sharing images of their steering wheels, flipping the logo to celebrate the seven Emirates on social media.