Lexus To Project A Sportier Image And Gain More F Models

Lexus to Project a Sportier Image and Gain More F ModelsA quarter of a century after Lexus made its debut as Toyota’s luxury division, the premium Japanese brand still lags way behind its European rivals in sales, with around 500,000 deliveries worldwide.

That’s less than a third compared to BMW, Mercedes-Benz and Audi, who rule the segment. Adding insult to injury, Lexus is virtually non-existent in Europe, where in 2013 it shifted a mere 40,000 units.

Lexus’ European vice president Alain Uytterhoven is adamant that this will change soon enough thanks to bold styling and sportier driving dynamics added to the luxury and refinement that are the company’s hallmarks so far.

“The next generation of products will be sharper in terms of precision and sportiness”, Uyttenhoven said. He added that this change in direction was ordered by Toyota boss Akio Toyoda: “He is keen that the future products will be fun to drive. The LFA announced that Lexus could go from comfort, refinement and silence to being fun to drive too. From now on, we mean it. The RC F costs a sixth of the LFA price but will deliver 80 percent of the fun.”