No more bland for the Lexus brand as auto maker aims for excitement

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.

Read more about it at http://www.theglobeandmail.com/globe-drive/driving-it-home/no-more-bland-for-the-lexus-brand-as-auto-maker-aims-for-excitement/article4420827/.

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s