The contact owns a 2011 Lexus RX350. The contact stated that while driving approximately 55 MPH the front driver seat heater was activated and moments later smoke and flames were present coming from the center console of the vehicle. After stopping and exiting the vehicle the fire department was called to the scene and extinguished the flames. During the incident, the vehicle was destroyed and later towed away by the insurance company. No injuries were reported and no police or fire reports were taken. The cause of the fire was not determined. The manufacturer and local dealer were not contacted regarding the incident. The failure mileage was 150,000.