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AutoBlog: Lexus reportedly aiming to please younger generation, compete with entry-level BMWs

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Filed under: Car Buying, Marketing/Advertising, Lexus

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2010 Lexus IS350 C - Click above for a high-res image gallery

When Lexus was founded in 1989, it appealed to the staid sensibilities of its 45-year-old demographic. Now, those buyers are in their mid-sixties, and Lexus, faced with a 34.1% sales slip for the first six months of the year - more than its primary rivals from Germany - is rethinking its line-up and consumer experience to appeal to younger buyers.

Speaking with Automotive News, Lexus execs admitted they've grown too dependent on sales of the RX crossover, and in an attempt to right the ship - and score sales from BMW 3 series coupe and convertible buyers - they've begun a new push for the IS sedan, and in particular, the new IS convertible.

In addition to the droptop and recently released HS 250h hybrid sedan, Lexus wants to add an array of entry-level models into its line, including more "green" vehicles and sports-oriented models. The automaker's Taste of Lexus events held around the country to woo buyers into showrooms with ride-and-drives and hors d'oeuvres - reportedly costing around $1 million per city - are going by the wayside, and instead, Lexus is pushing its dealer training program to ensure top-notch service, along with a focus on tech-rich features and new, edgier ad campaigns.

Although the RX is still outselling all of its nearest competitors in the luxury crossover segment, Lexus realizes that it has to offer buyers more, particularly those in the coveted 25-35-year-old demographic. Hopefully, that means more high-performance and fuel efficient models, and less confusing (if artsy) advertising campaigns.



[source: Automotive News - Sub. Req.]

Lexus reportedly aiming to please younger generation, compete with entry-level BMWs originally appeared on Autoblog on Mon, 13 Jul 2009 13:59:00 EST. Please see our terms for use of feeds.

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Well if they want to make a push for the IS the convertible is the wrong way to do it. It's so ill-proportioned. The G37 vert is much better looking.

With that said, a true coupe would help them, and hey, at least they have a small RWD 3-series competitor.

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Lexus has to move down market with lame hybrids that look like a Corolla to stir up business because their sales are tanking fast. The GS is a really weak competitor compared to the Germans and the Jag XF, and front drive cars are a dime a dozen, so the ES and RX are losing luster. Plus they have a really old customer base like Cadillac had around 2000.

The IS convertible is a good idea because otherwise they could lose current customers to Infiniti and BMW, but the IS is the 3rd best car of those 3, so it isn't going to get many conquest sales.

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With the economy as it is, and all the future problems coming our way, will there even be a 25-35 demographic that has money?

Edited by Kix
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With the economy as it is, and all the future problems coming our way, will there even be a 25-35 demographic that has money?

No demographic has money, forget the 25-35 demographic.

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So much for BMW and Lexus not moving down market eh SMK?

or whoring their marques out in every single market segment

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With the economy as it is, and all the future problems coming our way, will there even be a 25-35 demographic that has money?

exactly.

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And as for younger generations having money, I have a feeling we're going to be squeezing you old guys out because we'll work marginally cheaper than the guys who have been around forever and think they deserve more.

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