The New Chief Branding Officer Of Lexus Is Changing The Way Consumers View The Brand
The Lexus brand has struggled to separate themselves from their parent company Toyota until now, and that comes from Tokuo Fukuichi. In the past, majority of car enthusiasts considered Lexus as a car company with boring designs and standard features when compared to it's german competitors. Since Fukuichi has taken over, Lexus has designed two beautiful rear-wheel drive sports cars that have changed the overall brand image.
The first car that has changed Lexus as a brand is the RC-F at $64,165. The car has a 5.0L V8 engine with 467 horsepower, and 389 lb-ft of torque. This pushes the car from 0-60 mph in 4.4 seconds, along with a top speed of 168 mph. The overall design is stunning and the massive spindle grill is now used on basically all of the Lexus vehicles.
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| Lexus RC-F |
The first car that has changed Lexus as a brand is the RC-F at $64,165. The car has a 5.0L V8 engine with 467 horsepower, and 389 lb-ft of torque. This pushes the car from 0-60 mph in 4.4 seconds, along with a top speed of 168 mph. The overall design is stunning and the massive spindle grill is now used on basically all of the Lexus vehicles.
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| Lexus LC500 |
The second vehicle is the Lexus LC500 priced at $92,000. This coupe also has the 5.0L V8 engine, but it has 471 horsepower, 398 lb-ft of torque, and it's 0-60 is still 4.4 seconds. It's design is somewhat similar to the RC-F but there are many smaller differences. For example, The LC500 has a smaller front grill, a new wheel design, and also weighs about 300lbs more than the RC-F.
These two vehicles are the leaders of the re-branding process that Lexus is currently going through. We will begin to see more of their sedans and SUV's implement similar technology and visual attributes shown in the RC-F and LC500. The signature spindle grill from Lexus has already been shown in other models and it looks great on majority of their vehicles. If Lexus were to ask me if they are on the right track to re-brand themselves, I would have to say yes.
Great ! I have always liked Lexus because i feel that they provide better luxury than other German cars. The "signature spindle grill" concept i have observed in almost all Toyota cars now a days. I think they are showing it as a branding for Lexus and showing it as a signature design. This way, Toyota is giving a little luxury feel to all the buyers. I also feel that pricing of these cars is quite high but the stunning looks speaks itself. the coupe design is very novel and seems compact that gives fast speed impression as well.
ReplyDeleteI did notice that even the Toyota Camry has implemented the bigger grill that Lexus first developed. Lexus vehicles definitely have a stunning design, and they have become very easy to spot on the road. Thank you for your comment!
ReplyDeleteThis is a great post about Lexus - I agree that they have had a hard time separating themselves from Toyota and that some of their older models did not stand out amongst their German competitors. I think it's a very similar case for Honda and Acura - Toyota, Lexus, Honda, and Acura are all great companies but fail to stand out in luxury/ performance segments. What Lexus is doing to rebrand themselves is an incredibly smart move. When I first saw the debut of the Lexus RC-F I thought for sure that it would be powered by some small turbo charged four cylinder only to discover it had a 5.0 liter V8. That is a super bold move and as a car enthusiast it really made me take a second look at Lexus. They definitely aren't grandma's Lexus anymore - They are really appealing to a younger crowd now. I would definitely consider one of these new cars on their line up. Thanks for your post - look forward to reading more.
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