Toyota is now engineering a top-to-bottom makeover at its luxury brand. The goal is to become much more than the maker of faultless cars with fairly bland styling. Di Felice and her colleagues around the world are now touting the future of Lexus as a brand selling “bold, emotional and expressive” vehicles with cutting-edge technology. We are to assume that the quality piece is a given, and will not be sacrificed on the altar of stylish sheet metal and cool gizmos.
If Lexus manages to morph the brand as planned, it will be one of the greatest automotive business stories of all time. Essentially, Toyota is reinventing Lexus on the fly, hoping to stanch sliding sales with new models that take their inspiration from the Lexus LF-LC coupe.