Lexus hopes that its new spindle grille will be iconic

Article by Christian A., 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;

If you liked the article, share on:

Comments

Recommended

Are you a big fan of legendary boxer Mike Tyson, the former heavyweight world champion? Or are you a big fan of the iconic Ferrari F50? Either way, you will...
by - February 24, 2017
It seems that AM-RB 001 hypercar is not the only vehicle project that Aston Martin and Red Bull Racing has gone into. This time, don’t expect something as outlandish as...
by - February 24, 2017
The year 2018 marks the golden anniversary of Subaru of America. Of course, the company will celebrate 50 years of being at the helm of the brand’s crusade in North...
by - February 24, 2017
During car crashes and accidents, there are times that its occupants can’t get out easily. There are times when the only way to get out of that situation is to...
by - February 23, 2017
Could this be a special version of Ferrari’s much acclaimed LaFerrari? No matter how we look at it, the patent images for this sports car from Ferrari indicate its striking...
by - February 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries