Lexus considering ultra-luxury brand to rival Rolls-Royce

Not funny. Rolls-Royce and Bentley should be scared.

How many people woould love to have to most advance V12 engine in they world? Worlds first V12 Hybrid, and the Cleanest V12 engine in the world. And yet reliable....

There are aspects in which Lexus can compete with top luxury automobiles. Soundproofing of the cabin, for instance.

Noise inside the car at 70 mph:

Lexus LS600h L: 58.9 dB [1]
Rolls-Royce Phantom: 59 dB [2]
Bentley Continental Flying Spur: 65 dB [3]

However, the non-hybrid version performs significantly worse. Which would suggest the LS600h L is so heavy partially due to better insulation.

[1] http://www.edmunds.com/insideline/do/Drives/FullTests/articleId=120486/pageId=122610
[2] http://www.edmunds.com/insideline/do/Drives/FullTests/articleId=108933/pageId=68143
[3] http://www.edmunds.com/insideline/do/Drives/FullTests/articleId=109001/pageId=68259

Have Lexus ever made an-Unreliable engine? Stop the BS.

It's advance because Lexus is the first to spend millions on inventing a Lexus LS 650h World's First 5.0 V12 Hybrid 2 Electric motors 500hp all-wheel drive, with Toyota's next generation Hybrid Technology

So your calling Americans cheap?

Bill Ford and Alan Mullally flying in corporate jets and Wall Street may not think so. If we was cheap and Lexus was cheap US wouldn't be in the predicament they're in now.

Post went to the wrong person.

But it's funny how you say Lexus engines are so un-reliable and JD Power, Consumer Reports, and Auto Wards Best Engines thinks otherwise.

very funny indeed. and i am sure you said that 20 years ago when lexus first launched.

April Fool's comes early

lmao rolls and bent should be scared lmfao!!! you are another toyota loser

yeah all the time lol they dont even know how to make valve springs or gas pedals or floor mats lmao!!! go toyota!!!

Wrong.

This means that MB, Audi, nor BMW won't have a car under their brand to compete against a V12 Hybrid Lexus. Lexus will have a car above them all and better in each in every aspect. Lexus has simply left the little kids and going for big boys, Lexus is tired of fooling around and playing games with POS's.

People in America would. The worlds most powerful country with the best selling Luxury Brand Lexus in the nation, the majority don't think it's cheesy. Even Paul Mccartney. Therefore it will sell well as all other Lexus vehicles do here in the nation that was first to begin mass production of the modern automobile.

Majority Rules here in US buddy

So your calling Americans cheap?

Bill Ford and Alan Mullally flying in corporate jets and Wall Street may not think so. If we was cheap and Lexus was cheap US wouldn't be in the predicament they're in now.

this will be interesting jus as long as its not a long wheelbase camry. plus I think that is a tough market being that Rolls and Bentley and Maybach have it locked down. hopefully they differentiate the models.

Why don't you want it to be a stretch Camry? The Camry has proven to be a versatile platform for many differently marketed vehicles. It will be perfection to have a V12 or bigger engine along with hybrid (or whatever happens to be the trendy drivetrain du jour) driving the front wheels. That will leave the floor nice and flat. It's about time they jump in along side the big boys with something Big, Long and Extended. They could pitch it with the LFA as the LFA-BLE TRD. Just don't try to pronounce it.

BimmerMike46: and it is very likely, it will be a good one.

I hope this is a joke.

Lexus creating a brand out of the blue to compete with the likes of Bentley, Rolls Royce and Maybach? If there is something buyers in this class want it is status and prestige and this is achieved through brand heritage. Maybach has it, Bentley has it, Rolls Royce has - this new Lexus company doesn't have it.

And you don't have brains if you cannot see prestige in a Lexus.

Pestige is what builds up a foundation of time and history. Lexus has accomplish what no other automaker has in only 20 years in the making.

Lexus is a Phanomenon.

Spoil or not Spoil. They still did the impossible in only 20 years.

Incredible.

Good luck, this is why BMW bought Rolls-Royce and VW Bentley, name recognition. M/B is failing with the Maybach(an establish name in the 30's) With a faltering world economy, the time is awful.

Toyota can't seem to deliver the LF-A, anything bigger is just hubris.

I think the people who could afford to spend hundreds of thousands of dollars on a car would want to buy something like this EVEN MORE in a faltering economy, just to reassure themselves that they were safe.

Bimmermike, that's not me you are quoting.

Well I guess it was the Patriotic thing to do...hehe...

If Mercedes had trouble with Maybach, I think Toyota has quite the challenge ahead of it. But then again, they can analyze Mercedes' strategic plans with the Maybach and try something different.

Billions of people don't even know what a Maybach is. Bad Marketing. Everyone knows Lexus. Lexus will never fail.

Maybach sold about 130 cars last year world wide, heck if that. So you tell me how many billions of people heard of Maybach or how often they see one on the road.

Not sure if you read the news but we may not see Maybach next year.

WOLLS WOYCE MAYBE ?????

+ many. Lolls Loyce and Wolls Woyce. Too funny. You guys get the best posts of the day!

Also, for the little ilexus freak, Lexus only does well in the US. Lexus can barely sell one car in Europe. How the hell is a super luxury toyolexus brand going to fare in Europe and China, now more important markets than the US? You are delusional to think that in these markets or even th US, they would fare better than Bently or Rolls. I mean Lexus got outsold in Europe in 2008 by Audi and Mercedes, and BMW like a whooping 20 to 1 by the big true global premium brands. Get serious!

Sales of luxury cars in Europe

Format: 2007 sales, 2006 sales, change in %, 2007 marketshare

1. Mercedes S............. 21744 | 25321 |. -14,1% | 41,9%
2. Audi A8................ 10225 | 10913 |.. -6,3% | 19,7%
3. BMW 7................... 8529 | 12154 |. -29,8% | 16,4%
4. Volkswagen Phaeton...... 3874 |. 3460 |.. 12,0% |. 7,5%
5. Jaguar XJ............... 3551.|..4550 |. -22,0% |. 6,8%
6. Lexus LS ................2383 |.. 596 |. 299,8% |. 4,6%
7. Maserati Quattroporte... 1608 |. 1229 |.. 30,8% |. 3,1%

Source: JATO Dynamics

Why or why don't AutoSpies use fixed-width font :-\

Just enough to remind the German brands that they are a threat to their global market share.

But not enough for the idiotic euro-only-fanboys of autospies.

Nice post downtoearth. By the way, I am the real david999, not the fool trying hard to be me.

Interesting post, even with a new body style and 299% increase ins MB S class still out sells the LS 10 to 1 and the aged 7er 4 to 1. Yeah there some numbers to brag about.

"""""""""Interesting post, even with a new body style and 299% increase ins MB S class still out sells the LS 10 to 1 and the aged 7er 4 to 1. Yeah there some numbers to brag about."""""""""

LOL you really are a blind HOMER. MB, BMW and Audi offer 3 liter V6 diesel versions of the S, 7 and A8 in europe that cost $40-50,000 less than the gasoline V8 LS in europe. If you compare Gasoline V8 sales, like 750 vs. LS460 vs. S550 you'd be SHOCKED how well lexus is doing. Most of those german sales come from cheap small versions of the s 7 and A8 with cheap and small diesel engines.

Once again I gotta ask, if the precious Euro brands are your thing, then why get all hyped up over stuff like this?

If Lexus is really that lowly of a brand, then why do you same people always feel a need to crawl out from underneath your rocks and regurgitate the same tired ideas?

You say Lexus is crap, but the vibe you portray is one of insecurity.

But those same arguments applied when the Lexus brand was launched.

And unless you are the type to dismiss their success by saying, "well, that's just in America", the Lexus experiment worked.

If Lexus does launch a higher tier brand there are people who will never EVER buy one instead of a Rolls. But there could still be people who want something different, or "new". Same reasons Lexus has done well.

And so what if the new car line only sells well in the US. Is that bad? What if they were to sell enough to be profitable and their customers were satisfied. Isn't that enough?

I'm not saying Lexus is the only way to go in the luxury world, but I'll never understand why the very existance of Lexus bothers some people so.

When Lexus talks
You listen, bub
DPhoenix

Good luck?

this is so hilarious

Hear, Hear,

Huu76,

GROW UP.

Go to Germany sometime and do me a favor. Visit the BMW Museum, visit the Mercedes-Benz Museum, visit the Porsche Museum etc. What you see there in those museums is the history of those brands and their respective heritage and achievements, be it in technology, safety, motorsport and other fields.

Now for comparison purposes go visit the Lexus Museum and tell me what you see there. Oh wait, Lexus doesn't have a museum. Silly me.

Your constant slamming on BMW is getting on my nerves. BMW has more brand prestige and heritage than Lexus could ever dream about hoping. I understand that if you're American and hold Lexus in a high regard but I am European and Lexus means nothing to me and other Europeans. Lexus doesn't build cars I want, Lexus doesn't offer the engines or trim I want and Lexus doesn't have the prestige to consider itself a true luxury brand in the sense of the European brand. Every single European premium brand, even the mainstream brands, has heritage and a considerable brand history and this is what we Europeans expect especially in a luxury brand. I'm not saying that we're badge snobs, but the simple fact is that people with money want to spend it on something whose badge stands for something. The Lexus badge in Europe is a synonym for an overpriced Toyota (I am serious) with gas-guzzling engines (except the IS220d but that thing is thirsty and outdated) and extremely poor resale value and the lack of different trims. This brand can only appeal to a very small percentage of the market, the rest sees no allure in Lexus.

Lexus had made no effort to adapt to the expensive fuel prices we have in Europe. Instead, they throw in a noisy Toyota Avensis diesel engine into the IS220d and call it a revolution. They market their hybrids in Europes not as performance cars, but as "FUEL EFFICIENT (ROFLMAO) and low emission" vehicles and expect us to believe that. Sorry, but unlike gullible Americans who fall for this Lexus marketing without questioning, we Europeans are a little more open minded in such matters. Oh, and because we don't have an anti-diesel stance here we are not willing to accept the hybrid system right away, as happened in the US.

And now you think this über-luxury brand Lexus is trying to create will do well here? Eh, NO. Big fat NO. NEIN. Lexus must be delusional to think they can compete with Bentley etc. From a technological point of view they can, but from a prestige point of view they cannot and prestige is literally all that matters in this class.

Wimmer:
"What you see there in those museums is the history of those brands and their respective heritage and achievements, be it in technology, safety, motorsport and other fields."

And here is part of their achievements:

http://www.jsae.or.jp/autotech/index_e.html

ABCD,

I was talking about the individual achievements of Mercedes, BMW or Porsche etc. Compare the individual achievements of Lexus to either of those brands and you will see that Lexus falls tremendously short. This is how these companies created a name for themselves, prestige and admiration across the globe.

For example, Mercedes-Benz, Porsche and BMW have decades of motorsport heritage, which means the technology they developed for this sport eventually trickled down into their production cars. Performing well in any race or championship requires tremendous engineering prowess. Mercedes and Porsche have also done well in rally sport, something many people do not know. Most Americans I know don't even know that Mercedes has a prestigious and impressive motorsport heritage.

These brands are also very strong contributors to the field of automotive safety, especially Mercedes-Benz. I could go on about this but MY POINT is that throughout their existence, Mercedes and BMW among others have been very innovative in various fields of automotive development. These achievements and contributions are documented in their respective museums and many automotive history books.

No doubt the Japanese automotive industry had their share of contributions, but Lexus as a brand itself has done very little in terms of real innovation or safety and their motorsport record is non-existent, unless you're talking about that Rolex series which nobody outside of the US has even heard off or considers impressive.

"I was talking about the individual achievements of Mercedes, BMW or Porsche etc. Compare the individual achievements of Lexus to either of those brands and you will see that Lexus falls tremendously short."

Well, you're always saying that Lexus is a Toyota, and toyota have achivements.

"For example, Mercedes-Benz, Porsche and BMW have decades of motorsport heritage, which means the technology they developed for this sport eventually trickled down into their production cars. Performing well in any race or championship requires tremendous engineering prowess. Mercedes and Porsche have also done well in rally sport, something many people do not know. Most Americans I know don't even know that Mercedes has a prestigious and impressive motorsport heritage."

We should distinguish major international races like e.g. F1 and less prestigious like e.g. local touring car races like DTM or Japan touring car races. And if we're talking about this most presigious than Porsche deffinitely has impressive achievements there, in Le Mans or 1986 Dakar for example but BMW's only success in major international races is 1998 Le Mans as I know. Mercedes is more successful, in 1954-1955 they dominated grand prix. Here's a list of F1 constructor winners:
http://en.wikipedia.org/wiki/List_of_Formula_One_Grand_Prix_winners_(constructors)
So Mercedes compared to UK's manufacturers or Ferrari fall quite short. I'm not taking into account Mercedes (and Auto Union-now Audi) successes during 34-39 becouse they were than funded by Nazi government. Latest Mercedes involvement in F1 is more like funding:"Although Mercedes is stamped on the engine covers, they are in fact manufactured in Brixworth, Northamptonshire, England by Ilmor Engineering Limited."-link:
http://atlasf1.autosport.com/2001/jan03/tytler.html
And there's also one Mercedes wins in Le Mans:
http://en.wikipedia.org/wiki/List_of_24_Hours_of_Le_Mans_winners
I've also heard about some successes in ralling in past days, but I don't know how many and how prestigious they were.
So conclusion is that Porsche in fact has decades of motorsport heritage, Mercedes also though much less than Porsche, BMW, not impressive.

"I could go on about this but MY POINT is that throughout their existence, Mercedes and BMW among others have been very innovative in various fields of automotive development."

Lexus --> Toyota has been also innovative, at the beginning mainly in production systems and reliability, from about 80's also in other areas, to mention few for example 1981 Toyota Soarer with touch screen controlling many functions of the car (Electro multivision display) and electroniccaly controlled suspension (TEMS), 1981 toyota Crown with electroniccaly controlled transmission [ http://www.jsae.or.jp/autotech/data_e/8-4e.html ]. Their only problem was that until establishment of Lexus brand all these innovative systems weren't avaiable in Europe or USA becouse they were to expensive for Toyota in these cou

Don't understand me wrong, I was correcting your words that they(Toyota -->Lexus) haven't achievements and innovations, I'm not saying that they can compete with Bentley or RR, this I'm not pretty sure.

Could you imagine what Lexus will achieve in another 20 years from now? The achievements will be un-match.

listen here you European loser, no one cares about your BMW and Mercedes crap, if you really want to talk about brand heritage,look when Lexus first released its first ever model which is the ls400 it was a slap in the face for the European car manufacturers like Mercedes and BMW.

i love how practically everyone who comments on this site hates lexus because they think it will bolster their credibility as hardcore automotive "enthusiasts". i mean, shame on a car company for tailoring its cars for a the majority demographic of america who aren't. please, it's just good business. why not build luxury vehicles that more americans want to buy than those of any other luxury brand? we were the largest automotive market until china surpassed us a little while ago. do people honestly think that if lexus felt the need, it wouldn't be capable of building true performance oriented cars that could compete head-to-head with bmw, audi, and mercedes?

I don't hate Lexus, several of my freinds drive them and I have sold them their cars. I pesonally like most of the Lexus line and detest a few, but I can say that about BMW a brand which I love.

But Lexus didn't hurt BMW or Mecedes (it made them better) both companies, until the economic down turn were selling more cars than ever. Lets look at who lost sales to Lexus;Buick, Cadillac, Lincoln, and Mercury, troubled lines.

The 300k+ class is very different the "tier one and teir two" cars. Lets be honest, nobody buys these cars because of their technology, or features, they buy them becuase of the name, presitge and heritage. They are the ultimate power symbols. These have spent near a hundred years proving it.

Yes Lexus has done very well. Toyota built a great car in a deeply flawed market. That not the case with Rolls and Bentley. The Maybach is an amazing car, amazing, but it's decades of loss of brand recognition has almost signed its death warrant.

This is the toughest of all car markets and Rolls and Bentley are the only players here for a reason.

ddkk10:

> i love how practically everyone who comments on this site hates lexus
> because they think it will bolster their credibility as hardcore
> automotive "enthusiasts"

The best spot-on sentence I've heard since a very long time.

-------------------

— theoptimisticpessimist:

> The Maybach is an amazing car, amazing, but it's decades of loss of
> brand recognition has almost signed its death warrant.

I bet the reason was much simpler. Maybach is too similar to the S-class. Looks like an inflated one. Rolls Royces were never similar to anything, there are unique in their special way.

"The Maybach is an amazing car, amazing, but it's decades of loss of brand recognition has almost signed its death warrant."


I think Maybach was marketed in the wrong way initially. Furthermore the car appears visually to close to the S-Class, especially on the inside. The interior has the same basic design mix of a W140/W220 S-Class and it shows.

While Maybach makes excellent cars and they look nice too, I myself would prefer nothing more than a 1964-1981 Mercedes 600 sedan if I had the money. Now that is class.

most of ya'll fools dont understand that in other countries, Audi, BMW and Merc have 10 different models of S-class, 7er and A8...FACT

here in the US, they have 4 or less models and they all LOADED...FACT

do the math, Lexus cant win in other countries with 3 models of LS...FACT

I am surprised. I thought only Hyundai and Kia would do such a thing. Maybach for S Class anyone?

EL34 is 6 years old. noone cares what he thinks. He won't even be able to get a drivers license for another decade for gods sake! Obama will be president for 8 years and then Hillary Clinton, and only then will EL34 be able to think about driving cars

The Lexus wannabe will either look like a Rolls/Bentley ripoff or if they try to design an original car it will come out lookin' like a Nissan Cube.

lol :-D

You have to believe that Toyota are aiming for a fair slice from every market they can get into. And ultra-luxury is a field they aren't into at the moment. It'll take them time, but I'm sure if they did got for it they'd get there, and carve out a little niche for themselves.

sorry lexus , but in this price category, heritage matters.

Thats what they said when Lexus came out with first gen LS. Look where they are now. A car company is constantly inventing new car categories and new markets. Look at MB with the A class and B class. BMW with their 1 series. These categories belong to Toyota and the Germans want a piece of the action. You can't blame Lexus for wanting a piece of the uberluxury pie.

"Look at MB with the A class and B class. BMW with their 1 series."


Wrong.

Those cars are adaptations to the changing market situation in Europe. Core BMW and Mercedes customers are getting older and new ones must be attracted to the brand. These vehicles, while still expensive, provide a great means of becoming a BMW or MB owner. Those cars are also perfect for older people who want a prestigious badge, safety but don't want the hassle of driving a bigger car. If you live in Europe you will understand why such cars exist.

Back in 1982 when Mercedes-Benz released the 190-Series, many people felt it would cheapen the brands image: it didn't. The 190-Series was a smashing success for Mercedes globally, even in the US. People warmed up to the idea of a "small Mercedes" that was spacious on the inside and compact exterior dimensions. So why did Mercedes develop the 190? Because of an increase in energy prices, a demand for fuel-efficient cars and because in the early 1980s it was time to LURE in younger buyers to the brand, as traditional MB customers were going up the ladder from the "E-Class" to the "S-Class" and the brand didn't have a car that was attracting younger buyers. Mercedes also saw how their neighbor in Munich, BMW, was having success with the model that eventually would be christened the 3-Series. The same thing is literally happening today, hence the A- and B-Class, A3 and 1-Series.

The A-Class has actually enhanced the reputation of Mercedes in Europe, as did the 1-Series or A3 for BMW and Audi. Younger people have gotten interested in these brands, younger people have been able to afford them. It is the perfect strategy for luring in the next generation of _________ (insert brand here) buyer.


My sister has a 2008 BMW 118i and it is an excellent car. When I worked for a Mercedes-Benz dealership I also drove every single model of the new A- and B-Classes except for the A200 Turbo and I can tell you that these cars feel more solid, safer and drive better than a comparable Toyota Aygo, Yaris or Corolla (I've driven the Yaris).


Lexus can use the "We have Toyota..." excuse all they want, but BMW and Mercedes and Audi have to attract customers using their products, and not by creating a new brand specifically designed to attract younger buyers. Lexus is in the unique position of having been developed by Toyota and as that Lancia guy already said, many Toyota customers tend to go to Lexus when looking for a premium car. It is a different situation. Lexus essentially relies on Toyota customers for support while the big German three have to use smaller more affordable, but still premium, vehicles to attract new customers. Both strategies seem to work well for Lexus and the Germans, wouldn't you say?

And once again, such small cars do not cheapen the brand prestige of a company, especially when Mercedes, BMW and Audi have a history and heritage that Lexus cannot ever hope to match.

Is Lexus planning to move a step forward because Hyundai keeps on bothering them?

Hyundai is bothering more than just Lexus.

This is like Seiko saying they are going to make a watch to compete with Cartier and Rolex.....Or Hussein-Obama saying he is going to cut our national debt in half in 3 years.....NOT GONNA HAPPEN....

Perhaps the folks at Lexus should focus on improving their existing line of aging vehicles like the LX, IS, SC, and GS.

This is the logical step... Lexus already surpassed BMW, Audi and Benz. They need to set the bar higher, in fact, they need to hurry up with LF-A to dominate the supercar segment as well :)

Man...You guys still don't get it do ya? How many hints do ya need? Mark it down, the Lexus LF-A is coming and now a model to compete with Rolls and Bentley. You haters (some will become DEFECTORS) have been put on notice or is it you've been put in check, whatever the case I would have to agree and that is Lexus is a phenomenon. Trust me, the LF-A will put fear in the exotic automotive world...It's going to happen and nothing will stop it, not even a bad economy. So, rejoice my fellow Toy/Lex fan boys and haters alike. The day of reckoning(settling of accounts) is coming.

Thank you for that.

I love Lexus, but I have always thought that certain aspects of the brand could be improved.
I am willing to pay more for something that is less conservative than the current sedan and SUV Lexus flagships - less limits ...or in other words, vehicles that are far more over-engineered than possibly imagine with the best designs, materials, and attention to details.

Does it matter if they make a lot of money? I hope Toyota doesn't worry too much about that and just let the Lexus division go wild.
Call me crazy Lexus fanatic, but I think my hype for the brand goes far beyond fan-hood.

Lexus may be able to launch a really nice uber-premium segment car to rival Maybach, Bentley and Rolls Royce. But at the end of the day, it'll still be a Jap car! That's reality. People who are willing to buy such cars surely do consider the history and the lineage of the brand. No wonder, Rolls Royce still outsells Maybach (even though in my opinion, Maybach is better than Rolls Royce). People who buy such cars not only want a good car, but also a car that's widely respected. And no one can beat Rolls Royce at that!

Barron's did an article about Rolls/Bentley as they were divided up by BMW and VW.

Total Market, a couple thousand cars a year. BMW, VW, and Mercedes (Maybach) jump up into the game, each expecting 10,000 sales a year. Doesn't add up

No wonder they are all losing money. VW is doing better with Bentley, as it's a cheaper car that can be sold in some kind of volume.

Lexus might be able to grab some sales, and might figure that at flagship's halo is worth it..........

doubt it would be profitable, though

WOOOOWWWW!!!....Gotta appreciate the bashing that is going on with this Lexus brand...the love and hate support that is greatly spread so evenly like butter on bread. Myself having to appreciate, enjoy & own all kinds of luxury rides in the past, present, and future. I have to say that if there is any company out there that will not buy an "exisitng high-scale-luxury" name plate out there, and is willing to start from the ground up to do the extensive research and be able to spend the R&D and marketing budget on a "HIGH-SCALE LUXURY" and not regret or even shed a tear...it would truly be Lexus(or Toyota for those hating bashers ;-). Weather you like it or not, the only company that can actually pull this off with heritage or not...is Lexus(simply their money is in the pudding and they got alot of it!)...Good luck to them!!!...Now let the love and hate support bashing bananza continue!!!...LMAO!!!

Yes just like the NSX was to be the end of Ferrari.

This must be an April fool which has arrived too early at Autolies.com!!!

Lexus should be worried about their back yard first (Hyundai), before contemplating something like this. Would be an idiotic move.

What a Joke!

I find it interesting that everyone here talks about Lexus doing this and that. Lexus is not a company. It is a brand of the Toyota company. If this story is true, then the headline should read "Toyota considering ultra luxury brand to rival Rolls Royce". Now that puts things in the right perspective doesn't it?

Wow... Autospies got everyone here... Flamebait worked-congrats...

Is see the realistic financial reasoning if Toyota really is considering an ultra-luxury brand. They can throw all of their latest technology in 1-2 models and charge upwards of $300k or more for just the standard versions. At those prices, the cost for the engine, hybrid batteries, mechanicals, etc. would be covered 2-3 times over. it would probably cost them $50-80k to make the car, but selling it at $300k+ would be worth it.

this is a setup for april fools right!!

Funny how all the anti-Lexus guys love to bash the brand and could post for days about how much better the German lux brands are.

But why is it that stories about AMG this, or M that never seem to get over one hundred posts?

And seriously, is it such a crazy idea that there is room in the world for both German and Japanese luxury brands to exist?

Isn't having more choice in the marketplace a good thing?

It's funny that if it was Ford, GM, or Acura having a rival brand to Rolls-Royce wouldn't no one care nor you would see at least half as many comments, but since it's a Lexus everybody gets scared and scared that they know Lexus would succeed.

Why? Is it because there is more honor in buying/aquiring them?

First show the cars then would be able to tell whether they can compete or not. BTW i think Ferrari, Lamborghini...etc market is easier to compete (looks at Pagani, Koenigsegg...etc all are new brands) than Rolls and Bentley category. Lexus should instead concentrate on projects they have started like LF-A and strengthen the F brand.

JUGNU

I just thought this article needed more comments.

Rolls Royce stands on a class of its own. I think Lexus is a joke compared to the classy Rolls Royce. Buncha dumb asses!

I wouldn't bet against Lexus doing it and making it successful.........

WOW. 133 posts. To talk about nothing. That reminds me of Seinfeld, the show about nothing. I was not going to read this blog because the simple idea of Lexus trying to create a competitor to RR sounded like a joke. But then i realize that it was not April 1st and I saw the number of posts. I have to admit that Lanciafan is on top of it. BTW Lanciafan, back in the days in France I owned an Integrale HF. You know what it is, but I doubt that iLexus, davidxxx or downtoearth and all those jokers know what it is without using Google first. LOL. Anyhow, the thought of Lexus going after the high end of the market is ludicrous, Without the RX, the ES and to a certain extend the LS, they are not the success that people think they are. Actually if you do some research on this site you will see that the IS, GS, LX and GX are not selling as well. They are on par with , say, Audi numbers but well behind Benz and BMW. The IS-F stands more for "I Sure failed" and the LF-A should stand for "Lost For All". Maybach failed because, despite the education of European customers and the money from the Cheiks, the US market did not respond to it. Why, because it was unknown. RR and Bentley are THE ultra luxury brands and they have been established so by many generations. Lexus does not stand a chance in this segment. It will be committing "Hara Kiri" for Toyota. But then, they can be my guest. I actually went today to a Lexus dealer and took a look at the new RX. I was uphold by the poor built quality of this thing. I wish i could post picture to show you all. it is astonishing to me that a hundred thousand people bought such an excuse of a vehicle last year. The fit and finish is atrocious, the craftsmanship poor to say the least. I feel bad for everybody that owns the old one and even more so for everybody that is going to buy the new one. Actually, I should not because they probably deserve it. That's what you get for being tasteless and having a poor judgement.

What planet do you live on? I suggest you look at the sales volumes of Audi, BMW, and MB vs. Lexus globally to know that Lexus hasn't done a damn thing to the Germans premium trio. Not to mention Lexus is loosing market share in their biggest market to boot- North America. Spare me the Toyota jingoism crap.

supersize the supersize toyota! yahoo!

If this news would turn out to be true it would just be another step toward bankruptcy for Toyolex. Asians can't build cars...everybody knows it.