#LexusLC

Late last year, Toyota Motor North America CEO Jim Lentz suggested the automaker, after taking stock of its inventory, might cut some struggling product from its store shelves. It now seems on the verge of adding a new one.

Bound for a Detroit debut, the company’s Lexus LC Convertible Concept is not a way-out pipe dream unveiled by an automaker hoping to generate buzz with an inch-deep piece of vaporware. Instead, it is simply the division’s high-zoot LC coupe, sans roof. And all of the wording surrounding the car screams that production is nearly inevitable — so long as the public responds favorably.

Lexus’ LFA was a car nobody could have anticipated. Limited to just 500 production models, the $350,000 status symbol was as prestigious as it was rare. Strange, considering Lexus is known as a luxury brand that’s still big on value. However, there weren’t many people griping about the LFA’s price once they experienced its performance firsthand. Its high-revving, 553 horsepower V10 has been universally praised by almost everyone who’s gained access to it, and even those who haven’t.

The Toyota Motor Corporation is aware that the model’s absence has been noticed and, despite Lexus’ current focus on improving sales via sport utility vehicles, it thinks there could still be room for another flagship halo car.

Lexus has high hopes for the LC, we told you in March. Not yet on sale at that point, Lexus was entirely transparent about the company’s belief that it could sell 400 copies of the LC500 and hybridized LC500h every month in America.

“That’s a big number,” I wrote six months ago, expressing a measure of doubt. But Lexus was insistent, based on “tremendous response to the LF-LC show car” from 2012, a successful carryover to production of concept car design, and “positive feedback in customer clinics.”

Doubt was expressed by most commenters, as well. “Good luck with that,” Master Baiter told Lexus. “Lexus, you need help,” said thats one fast cat. “Setting a goal like this is just setting Lexus up for the unnecessary perception of failure,” dal20402 wrote. “Dumb move.” badhobz said, “I don’t think it’ll do that well.”

It’s been half a year. It’s time for the Lexus LC to stand up and be counted.

With crossovers on the rise, and more car-like than ever, Toyota’a global branding chief Tokuo Fukuichi knows that Lexus sedans need to offer more to customers or prepare to join the Tyrannosaurus rex in extinction. Lexus has shifted to become SUV-inclusive, but sedans still comprise a large portion of its lineup.

Lexus’ strategy is to improve the driving dynamics on its sedans to a level that crossovers cannot match, using the lower center of gravity to their advantage. It also wants to make its more traditional cars more appealing to a broader and less-stodgy consumer base. Assuming the plan works, Toyota’s premium brand won’t need to engage in any automotive genocide, eliminating sedans altogether. However, like any automaker, Lexus is still likely to transform its lineup to appease on-trend demands — which could include a station wagon.

Lexus has lofty goals for the new LC performance coupe, a two-car range encompassing V8 and V6 hybrid cars. The Lexus LC, Toyota’s premium division hopes, will attract 400 buyers in America per month.

That’s a big number.

Granted, Toyota sells more than 1,000 Camrys in the United States every day. In fact, Lexus sells 300 copies of the RX, America’s all-conquering premium utility vehicle, every day.

But the 2018 Lexus LC is not America’s best-selling midsize car 15 years running, nor is the LC the dominant luxury crossover in a market gone gaga for luxury crossovers. The Lexus LC, on the other hand, is a $92,995–106,295 Japanese coupe. 400 monthly sales for a two-door priced in that stratosphere is truly a big number.

And Lexus believes it will outsell the Jaguar F-Type, Porsche Cayman, Mercedes-Benz SLC, and Audi TT. Lexus believes the LC will sell roughly three times more often than the Nissan GT-R ever has. Lexus intends to attract more buyers with the LC than Mercedes-Benz can with The Establishment, the SL-Class; more buyers than BMW attracts with the vast BMW 6 Series range.

Why? Lexus certainly has its reasons.