Lexus To Counter Germans With Sporty Trim For RX - Isn't There A Bit More To It Than That?

Lexus believes the latest generation RX CUV, paired with a strengthened F Sport package, may be the ticket to lure owners of German midsize-luxury CUVs into its showrooms.

Pre-launch research commissioned by Lexus shows the new fourth-generation RX has a better opportunity than its predecessors to divert sales from competing German models, driven primarily by the CUV’s performance variant.

“We did see a few more owners of German competitors say, ‘With the F Sport on the new body, I would give it a second look,’” Brian Bolain, vice president-marketing for Lexus in the U.S., tells media here at a ’16 RX preview.