Lexus Redesigns Iconic RX Crossover for 2016 In Hopes to Appeal to Millennials
When the Lexus RX appeared back in 1998, it was first released in Japan under the name of Harrier out of a concept formulated by Toyota Motor Sales and executives in 1993. The automaker wanted to combine the look and feel of a luxury sedan with the functionality of a sport-utility vehicle – several ingredients missing from the other SUVS at the time.
Believe it or not, the thought of a SUV that handled like a truck and looked like a car, was not hugely popular twenty years ago. But the RX had a slight advantage – it was based on the well-received ES 300 sedan. Constructed on a unibody chassis, the RX featured elevated seating and higher ground clearance, and boasted a powerful 3.0 liter V6 capable of 220 horsepower.
Did Lexus of Highland Park mention that it was priced right at $30,000? – giving competitors like Infiniti, Mercedes and BMW a well-priced run for the money. And the RX’s success has been proven since the day it rolled off the production line. As a trendsetting, best-selling luxury crossover, the Lexus RX sold about 370,000 vehicles in the first five years, while inspiring segment rivals to make significant changes in their own framework and design. Four generations later, the RX still eclipses the competition.
For 2016, the Lexus crossover has been completely restyled, while carefully maintaining the luxury, comfort, and reliability that made it appealing to enthusiasts in the first place. Because the segment has grown since the inception of the RX, the challenge for the Japanese automaker now is appealing a burgeoning millennial generation.
In fact, Lexus just kicked off a national integrated marketing campaign for a modern, sleeker, and more sculptured 2016 RX-designed to cater to youthful sensibilities. According to Brian Smith, Lexis vice president of marketing, “The campaign “illustrates how we’ve transformed the RX and redefined sophistication.”
Lexus of Highland Park is told that this newest RX provides a glimpse of the future of the brand, with bold styling that matches the DNA of other Lexus models. As part of the campaign, the brand partners with popular shows like The Mindy Project, music streaming radio stations like Tuneln, plus Hulu, Facebook and Instagram to connect with its tech-savvy, social media engaged audience.
Ultimately, its RX’s iconic sophistication and design that we think will keep veteran Lexus lovers and modish millennial types coming back.