Lexus is ramping up its production to meet consumer demand in the midst of its US marketing blitz for the 2010 IS-C. Each month, about 1,200 cars roll off the Kyushu factory, but it's just "barely enough," according to a Lexus official.
Introduced last October at the Paris Motor Show, the IS-C, a hardtop convertible, is finally in full swing in the US.
Wards Auto reports that Lexus is taking extra care in managing the supply. Scott Wracher, Lexus's general manager for the Eastern area of the U.S, said, "I don't think we're going to outstrip demand with our build rate.
There's a lot of value in the IS compared to our competition." Its rivals include BMW, Mercedes-Benz and the new Infiniti G37 Convertible.
Interest has been growing for the Lexus convertible ever since rumors began circulating that the IS-C was headed to production. In the US, a cryptic set of commercials has been drumming up the interest further with a new story line targeting younger people.
The 2010 Lexus IS 250C starts at $38,490 for the manual-equipped version, with the auto going for $39,660. The 350C, which is only available with the automatic, starts at $43,940.