Lexus pushing a new global theme of progressive luxury

Article by Christian A., on December 20, 2010

According to the latest report, it appears that Toyota is currently pushing a new global theme of "progressive luxury’ for its Lexus brand. Furthermore, the Japanese manufacturer wants to focus more on hybrid vehicles, advanced telematics but also sporty packages.

According to the report, the new Japanese strategy also includes a bolder design as well as new market segments, which means new cars.

Karl Schlicht, general manager in charge of global Lexus marketing and product planning, said that this is part of a plan to unify Lexus’ global image. For those who don’t know, Lexus made its debut 20 years ago in the United States and now it is the top-selling luxury brand in this country for 10 years.

"It's very simple when you have one market," said Schlicht. "You have multiple regions now -- like Europe wanting one direction, Japan another and China coming on. That gets more complicated." The first result of this ne strategy is the 2011 Lexus CT 200h, which went on sale this year.

The new car comes with a new suspension in order to provide sporty ride, despite it total amount of power of just 134 hp. According to the same Karl Schlicht the new progressive luxury of the brand will be expressed in future models through more expressive and daring design, aggressive application of the hybrid technology, advanced use on onboard telematics and expanded use of F and F Sports Packages. [via autonews - sub. required]

Topics: lexus, luxury car

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