Lexus hopes that its new spindle grille will be iconic

Article by Christian Andrei, on April 20, 2012

Do you think that Lexus’ "spindle grille” has what it takes to be iconic? Lexus is hoping that this new grille would be a breakthrough and that one day, it will be distinguishing mark for the brand. Lexus has embarked on a project to have a makeover. This grille certainly caught the attention of the public when it was unveiled on the Lexus LF-Gh Concept at the 2011 New York auto show.

So far, the grille has been described by various people to have been inspired by a fighter jet, Darth Vader, and the evil alien in the Predator movies. Lexus is hoping that it gets higher sales altitude. The Grille symbols entail riskier styling, edgier marketing, more-responsive vehicles and cushier customer service. Yo Hiruta, global design chief for Toyota Motor Corp.'s Lexus Division, said that the grille is being used “in a more powerful way."

He also pointed out that aside from the cosmetic changes. Lexus' 11-year run as the best-selling luxury brand in the U.S. ended last year. Japan's 2011 earthquake hurt sales by pinching production, but executives concede the brand's staid lineup needs to have more appeal. The traditional design-by-committee process would be out and more offbeat areas are entertained. To promote the model, Lexus has tapped bikini-clad Sports Illustrated swimsuit model Tori Praver to pitch the GS.

An ad displays one ad spot featuring miniature Lexus cars to round out its sprawled body. That ad followed however shows younger. According to Karl Schlicht, the former global head of production planning and marketing for Lexus, the company has been experimenting, comparable to what was done in the school. Schlicht moved from his post to become the European head of marketing, sales and production planning for Lexus and Toyota. Dealers aim to create two new positions: a vehicle-delivery specialist to introduce customers to their cars and go over the vehicle's features;

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