Lexus Brand Undergoes Major Transformation
Exciting. Exhilarating. Two words that Toyota Motor President Akio Toyoda used to describe the prescription for the future of the well-known Lexus brand during a launch party of its global ad campaign back in April.
The event titled “Amazing In Motion” consisted of an amalgamation of 9-foot puppets, musical selections performed by The Roots, and a crowd of under 40-something attendees donning thick-rimmed Elvis Costello glasses, willowy black dresses, and tattoos.
So, in one word, how do you sum up an extravagant New York party themed “Amazing In Motion”, a group of sub-cultured hipsters, and the need for a new nameplate that encompasses the terms “exciting” and “exhilarating”?
Transformation.
The Lexus brand is undergoing a transformation that endeavors to not only reach a broader audience on a global level, but also a highly-coveted segment of the coupe market in the U. S. and Europe: younger buyers.
In a market where individuals can be described as being urban and upcoming, curious and indie, abstract and fun, it’s only fitting that the engineering minds at Lexis have gone to great lengths to create a radically new vehicle design that “transcends cultures” and stirs the interest of the burgeoning consumer.
During Detroit’s North American International Auto Show in 2014, Lexus is expected to debut its highly-anticipated, avant-garde expression of design and performance.
The much anticipated performance coupe will bear the acclaimed F-badge, emerging grittier and more powerful than before.
This time around, Lexus aims to alter the perception of its image, making an emotional appeal to younger customers, while building a car that speaks to a smaller, but very influential segment of the market.
The 1950’s saw the same push for the up-and-coming consumer, as auto makers attempted to burnish their image and add some flare to their product line. Today, car companies are reconfiguring the look of some of their models to cater to the specs of this particularly curious cross-section of urban culture.
According to Lexus, the newest addition to its sports performance lineup will include “half the doors” and twice the roar” of the IS-F and could quite possibly be crafted with carbon fiber body panels, Brembo brakes, and a sport-tuned suspension.
The engine? Well, there’s been quite a bit of speculation as to whether this new model will possess a 5.0 liter V8 with 455bhp and 401 lbs of torque. However, as it is with creative minds, one can never be certain.
What enthusiasts should know is that this new vehicle will possess the passion and regard Akio Toyoda has for the car company and its entire line of products.
A skilled race car driver, Mr. Toyoda’s affinity for styling and performance overflows into the design of each Lexus vehicle. He views cars like art – which he believes – should be admired and driven.
With this new addition to Lexus’ luxury fleet, customers can expect a product that appeals to the emotion, remains uncompromising in performance, and offers the consummate car lover a responsive driving experience.
Lexus of Highland Park offers a variety of luxury Lexus vehicles from the LS to the new 2014 IS. Stop over to our dealership and learn which model is the best fit for you.
Source: Carscoops
