In 1983, Toyota chairman Eiji Toyoda summoned a secret meeting of company executives, to whom he posed the question, “Can we create a luxury vehicle to challenge the world's best?" The original Lexus LS 400 was nothing short of revolutionary. It was quieter, it has outstanding fit and finish, it was madly reliable. It did what it was designed to do. Challenge the world's best. Fast forward 20 years(Happy Belated Birthday Lexus) and I believe the Toyota Motor Corp executives need to ask a new question. What is our brand identity? For a brand whose mission was to compete with the worlds best it was mission complete. But how do you take Lexus to that next level...copy 70s-80s General Motors? Uninspired design? See photo, CHECK! Shameless rebadging? See ES350, LX570, CHECK! No identity for brand? DING DING We have a winner!
What hallmark does Lexus have to fall back in a crowded luxury market? Performance? I think BMW or Infiniti! Design? I think Audi or Cadillac! Innovation? I think Mercedes. Lexus you are the new Buick. Or would that be a slap in the face to the new Buick because the new Buick LaCrosse recently beat the Lexus ES350 in a comparo. A BUICK!!! The median age of Lexus buyers is 56 and no identity Lexus will no longer be the brand that middle to upper America aspires to own anymore.
But the since its conception it was not designed for its own niche. It was designed to challenge the world's best. That it will do but I believe Lexus will have to have an identity and not remain tarted up Toyotas! The LS600 was a start with the 8speed transmission and automated parralel parking and maybe the high tech theme can work. But if i wanted a Prius i would buy a Pruis not a HS 250h, if I wanted a Highlander I would buy a Highland not a RX350, if I wanted a Camry I would buy a Camry not a Lexus ES350. Give me a reason to want a Lexus other than wanting to look like I have money. And no Hiphop cant save you because you can only rhyme Texas and Lexus so many times.
PREACH!!
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