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

The 2018 Jaguar XEL with its stretched-out wheelbase and longer doors is the newest addition to the growing list of premium sedans in China---joining the ranks of Mercedes-Benz C-Class L,...
by - November 21, 2017
Honda this week announced that its all-new 2018 Clarity Plug-in Hybrid will arrive at US dealerships with a starting price of $33,400 beginning on the first of December. Because the...
by - November 21, 2017
Lamborghini had been expected to refresh its entry-level model – the Lamborghini Huracan – in late 2018 or early 2019. But here is some good news for fans of the...
by - November 20, 2017
The Chevrolet Corvette will be turning 65 years old in 2018, and as part of the celebrations, the brand is introducing a special edition C7 – the Chevrolet Corvette Carbon...
by - November 19, 2017
Tesla revealed that with its new Semi, truck drivers can expect better experience especially with heightened safety and the lower cost of transporting cargo. Indeed, the cabin of the new...
by - November 19, 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