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