Lexus says it’s “okay” with the fact that the front end of its new LF-1 Limitless concept is polarising, describing it as “part of taking chances”.

Speaking to CarAdvice, Kevin Hunter, the president of Toyota Motor Corporation's North American design studio, Calty Design Research, said that “polarisation is okay for us”.

“The front end has been polarising, there’s no doubt. We hear people who love it, and people who don’t. We’re okay with that; polarisation is okay for us,” Hunter told the Australian publication.

“We went down the path a long time ago where we were trying to satisfy everyone, did a lot of conservative design, and it didn’t get people excited. They were good products but lacking emotional impact,” he said.

“We didn’t want to do that any more. Part of taking chances, stepping out and being more bold is you’re going to offend a few, and some will love what you’re doing.”