Lexus is Reinventing Itself This Spring
Lexus enjoyed years of uninterrupted success as the preeminent purveyor of reliable Japanese luxury. However, the current lineup has become somewhat antiquated and the brand can no longer rest assured that it will be at the summit of every reliability ranking the industry manages to produce. Though usually still within the top five, management feels it’s time to update the “brand vision” and redefine how people see Lexus.
While the evolution of an automotive brand is an essential aspect of its survival, a lot of automakers have gone the popstar route of reinventing themselves based on the latest trends. This explains the sudden influx of minimalist logo redesigns utilizing slimmer fonts and monochromatic color schemes, though it hardly forgives the industry’s general lack of imagination. Despite Lexus giving us few details to work with, its latest release has us wondering if it could be plotting a similarly dull trajectory for itself.
But the car will ultimately become the flagbearer to the new-and-improved company, according to a release issued on February 1st.
“This Spring, we will unveil our new brand vision, along with a new concept, which illustrates our intentions for the future and marking the beginning of the next generation of Lexus,” boss Koji Sato explained, adding that a new production model would also be made available by 2022.
There was also some empty corporate-speak about how the company was “aiming to make the diversified lifestyles of [its] customers more rewarding.” This was countered by the separate announcement of a premium retail experience, entitled Lexus Monogram. Explained by the company as a way to provide consumers improved flexibility in how they lease, finance, or purchase their new vehicle, the main goal seems to be further integration of the Lexus website and physical dealerships. Ideally, the brand wants to make it so customers can begin, resume, or complete the purchasing process anywhere. But Lexus eventually plans to update the service to offer a pathway for shoppers to buy a car without ever having to set foot inside a showroom. Monogram is currently being piloted in select markets with plans to “aggressively accelerate availability through 2021.”
[Image: Lexus]
Consumer advocate tracking industry trends and regulations. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied, he pivoted to writing about cars. Since then, he has become an ardent supporter of the right-to-repair movement, been interviewed about the automotive sector by national broadcasts, participated in a few amateur rallying events, and driven more rental cars than anyone ever should. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and learned to drive by twelve. A contrarian, Matt claims to prefer understeer and motorcycles.
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Sounds like the latest, unfortunately all too common, attempt, by an iconic Japanese manufacturer, to drum up some excitement among the dwindling number of Japanese who are still less than 80, to come start a career with them. The quality of the domestic workforce which Japanese manufacturers have learned to rely on and take for granted, is incredibly high. Not just individually, but also organizationally. It has taken forever to build up to that. And now it all risks being torn apart. Simply from lack of younger recruits available and willing to start the journey which eventually led their been-wanting-to-retire-for-a-decade-or-more current elders to their current status as true "masters" of their field.
Lexus current styling reminds me of an old man (like I am!) breaking out the flared trousers, boots and gold chains while cueing up disco music on his 8-track. "Lightspeed" hits the problem on the head AFIAC. The original cars were elegant in their simplicity, the high quality of the materials used in them and their assembly quality. They weren't BMW and didn't try to be. At the time, Lexus introduced then then radical concept of "luxury" being a car that didn't have to be within reasonable towing radius of a competent mechanic. The big problem for them today is that new luxury cars are almost always leased, so if they can hold together for 3 years or so (and even then, some can't) or perhaps 5 years so that CPO program warranties don't become too expensive that's all that is required. The manufacturers don't care what happens after that . . . as the rapid depreciation of these vehicles shows. When buying a used luxury car, the purchase price is just the down payment on the cost of ownership.