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 new 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 having total amount of power of just 134 hp of conventional output.

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.

Lexus recently introduced the production version of CT 200h model, its first hybrid model in the small luxury car segment, at the Paris Motor Show in September. The new CT 200h features Lexus’ Hybrid Drive technology, allowed the car to run on its petrol engine or electric motor alone, or both at the same time.

Its hybrid system includes an Atkinson cycle 1.8-liter VVT-i petrol engine and a powerful electric motor that can develop 134 bhp. It also comes with a 202-volt battery as well as a power control unit. Its Euro V-compliant engine is paired to an electronic continuously variable transmission (E-CVT) .

The new 2011 Lexus CT 200h measures 4,320 mm in length, 1,765 mm in width and 1,440 mm in height, with a wheelbase of 2,600 mm. Lexus also tweaked the car’s aerodynamic features, allowing it to achieve the lowest coefficient of drag in the small luxury car class at 0.28 Cd.

Standard safety equipment for the new 2011 Lexus CT 200h includes ABS with Brake Assist, Traction Control (TRC) and Vehicle Stability Control (VSC). The CT 200h also has eight airbags, with knee airbags for driver and front passenger. Seatbelts are fitted in all five seats.

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Topics: lexus, luxury car

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