Lexus Going Through Performance and Styling Metamorphosis
Despite its leadership in quality, and advancements in driving dynamics to the point where the flagship LS 430 is now quicker to 100 km/h than the majority of its rivals and handles corners with similar aplomb, Lexus still lags behind BMW and Mercedes-Benz in passenger car sales.
 |
| "I think everyone knows that Lexus builds exceptional products," said Lexus Canada Director Stuart Payne. (Photo: Trevor Hofmann, Canadian Auto Press) |
"When we first launched Lexus in Canada 15 years ago, we focused on quality, value, and unmatched customer satisfaction, and by now, I think everyone knows that Lexus builds exceptional products," said Lexus Canada Director Stuart Payne. "So to begin the second phase of our growth, we will bring in a wave of much more dynamic vehicles that offer added high performance and a passionate new direction in styling..."
 |
| Despite its leadership in quality, Lexus still lags behind BMW and Mercedes-Benz in passenger car sales. (Photo: Lexus Canada) |
The Japanese luxury division hopes to change past perceptions, enviable to brands that can't achieve the Toyota division's success in reliability, build quality and safety, by introducing dynamic new products that inspire greater passion among premium class buyers.
In a way, Lexus is where Volvo was a half decade or so ago. While there are still some that place the Swedish brand in the category of "professor's car", most have warmed up to its stylish new sheetmetal and peformance-orientation. Lexus has upded its various cars' performance, for the most part, but the brand's overall design language is still quite conservative. According to company executives, and after taking a look at a number of new concepts and an upcoming model replacement, this is about to change.