The Pebble Beach Concours d'Elegance is in full swing. With concept reveals and new product debuts, there is no shortage of news. And although seeing the 2013 Lexus GS 350 unveiled at Pebble Beach didn't surprise us, hearing Akio Toyoda tell the crowd that he was initially opposed to the fourth-generation GS did.

After being on stage for less than five minutes, Toyoda told the crowd, "I have to be honest: initially I did not want to proceed with this project," referring to the new GS. He went on to explain that the world markets were so passionate about the GS, they said he was crazy to hesitate. In the end, Toyoda said he was won over by the enthusiasm for the car around the world.

Toyoda said that he personally oversaw the development of the new GS, as it had to be "designed, engineered, and manufactured" perfectly. He admitted to driving the engineers crazy from the beginning, telling them that the new GS had to be "right from the start."

The new Lexus GS signals the design direction for future Lexus models. The design teams were instructed to make it "bolder, stronger, and more confident." Inspiration was taken from the LFA supercar.

During the reveal, Toyoda also announced that the new 2013 GS "is just the beginning." Lexus will launch "nine new or updated vehicles" in 2012, with many more in development. Lexus plans to debut the 2013 GS Hybrid at next month's 2011 Frankfurt Auto Show and the 2013 GS F-Sport at the 2011 Los Angeles Auto Show in November.

Stay tuned for more news as the 2011 Frankfurt Auto Show approaches.

[YouTube Via GoAuto]