Despite record sales, is Lexus in future danger?

[phd1974]

While Lexus may be on target to surpassing Cadillac's best-ever sales year of over 350,000 cars, it might soon have to change its image with the young, affluent types, according to a recent Automotive News report. ...

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[NeoSoulBrotha]

I agree that if someone's in the market strictly for performance, they're not looking for a Lex, probably going to lean towards BMW or Acura. Lexus is known for pure luxury and smooth ride, as with the LS which appeals to the older crowd.

Cadillac was in the same position a few years ago, and successfully reinvented their image with the CTS V-series and the XLR. On the other hand, Lexus has tried that strategy several times - first by adding their BMW fighter IS300 to the model lineup, and then by redesigning the SC430 (which is beautiful but uninspiring in terms of performance).

Also, you have aftermarket tuners like Brabus, AMG, and Carlsson that create souped up versions of Mercedes - I haven't seen a lot of investment in race versions of the SC although the IS300 has a fairly dedicated following.

It can be done, but the question is, should they really want to?

[phd1974]

I agree.

A month or so before I graduated college, i had my eye on this ES300 Lex, silver on the outside, black leather interior. It was looking smooooooooooth.

Now, if I was in the market for a car .... Lexus doesn't even come to my mind anymore.

It was the brand back then, but now ......... (*shrugs shoulders*)