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  • William Maley
    William Maley
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    Lexus' Jeff Bracken: Sticking With Performance and High-End Vehicles for Growth

      A New Lexus Costing Under $30,000? Don't Count On It

    Many luxury manufacturers are going downmarket to bring in more younger buyers and increase sales. But Lexus isn't one of them. Jeff Bracken, general manager for Lexus told the Automotive Press Association on Monday that the luxury automaker will not venture below the $30,000 mark.

    "You won't see Lexus go down below $30,000. We are fortunate to have Toyota to help us with CAFE (corporate average fuel economy) regulations so you won't see us going downstream. For Lexus to be truly luxury, the division needs to keep ourselves above $30,000," said Bracken.

    What Lexus will be doing instead is focusing on performance and high-end vehicles to bring in younger buyers and grow the brand.

    "We believe young customers have a different definition of luxury," Bracken said, and it includes driving dynamics.

    Lexus has been offering F-Sport versions of many of its vehicles, along with full blown F models such as the previous-generation IS-F and new RC-F. Bracken told the group that Lexus will be unveiling a new performance vehicle at the Detroit Auto Show in January, but wouldn't go any further than that ( Production LF-LC or GS-F?).

    Source: Detroit Free Press

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    he implies that the reason Benz and Audi went down market was because of CAFE, but that isn't the reason. They are doing that to chase volume and are diluting themselves in the process

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    Also, it's really easy for him to say this when his main competition's base models are $29,900.  He can price his base model at $30,000.01... just 100 dollars and one cent more... and still not be fibbing. 

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    Lexus is doing a better job with image and branding than many still, though. Their latest designs and reputation continue to win over, especially with "everyone knows them" cars like the RX and IS.


    They need to continue to improve and do a LOT more, but their core is solid and image terrific, a bit boring aside with some models. They're getting there with dynamics on things like the IS, RC, etc. and will continue to do so I think.


    Next up, their NX crossover I have no doubt will go bonkers and makes me wish we had a more premium/richer/higher end smaller than RDX ute at Acura, but we'll see how that goes.

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