For automakers, the introduction of a new product is usually an exciting time. New cars are meant to innovate upon a brand's technology and capture the consumer's attention. Lexus, this time around, is not any different; however, the stakes are much bigger with the new RX.
The Lexus RX has been an iconic vehicle to the brand since its introduction in 1998. Back then, a mid-size luxury sport utility vehicle was not as common place as it is today. Over the years, sales of the RX have blossomed into a major component of the company's U.S. success with "more than 780,000 RX units in operation," according to Mark Templin, Lexus Group vice president and general manager.
With this knowledge, Lexus' engineers were faced with a dilemma. How do you improve a crucial vehicle in a brand's lineup while up against an economic contraction, concerns over alienating loyal customers and innovative competitors? Easy, stick to what you do best. Lexus has done just that.
Read Article