Lexus Promises Performance Image For Chicago Auto Show - But Is THAT Too Little, Too Late?

Lexus will be packing plenty of performance in its 20,000-square-foot exhibit with displays dedicated to sporty accessorization and sheer, unbridled horsepower.

"For more than a decade, Americans have made Lexus the top luxury brand in the country because of its refined sedans and SUVs, but there's more to this company than meets the eye," said Paul Rohovsky, National Manager of Events and Promotions at Lexus. "Lexus brings new excitement to the brand with vehicles like the LFA supercar and youthful CT 200h entry-luxury hybrid. Our F Sport accessories allow customers the opportunity to turn up the performance quotient on a number of vehicles."

Among the numerous head-turning offerings in the Lexus exhibit is the inspirational and aspirational 552-horsepower V10 LFA supercar.  Lexus began delivering the highly-anticipated 2012 LFA to U.S. customers last month.  The new CT 200h will have a prominent place in the exhibit, encompassed in a "Darker Side of Green" interactive studio.  The new CT 200h, the fifth hybrid in the Lexus lineup, achieves the luxury segment's best EPA-estimated combined fuel economy of 42 mpg. It goes on sale this March.  

The Chicago Auto Show will mark the debut of a highly-modified Five Axis Project CT that proves that hybrids can be aggressive. This CT 200h is complemented by a Five Axis custom widebody conversion, JDSU "Dark Passage" paint, and custom black accents. It sits low on a TEIN Flex coilover suspension system and custom 19-inch FIVE:AD forged wheels. The Five Axis Project CT also features a custom Ultrasuede® EcoDesign™ interior, custom touch screen interface center console and a Stoptech High Performance Big Brake Kit on the front. Standout vehicles from last year's Specialty Equipment Market Association (SEMA) Show that will also be on display include a customized LS600h L by VIP Auto Salon and a revamped RX 450h courtesy of tuner Paul Tolson, EST Styling.

Due to its popularity on Internet sites such as YouTube, Lexus has a kiosk dedicated to the gravity-defying "Hard Way" television advertisement, featuring a crane and several Lexus vehicles linked in midair.  Visitors will get a chance to view a video of the pain-staking preparation and engineering know-how that brought this much talked-about TV spot to life.


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HSCenterconsole - 2/2/2011 12:48:16 PM

+5 Boost

Who are they promising this to? Certainly not their existing customers.

Baby - 2/6/2011 10:39:55 PM

+1 Boost

Any why is it too late?

Steve - 2/2/2011 1:14:16 PM

+2 Boost

I'm not knocking Lexus. I think they're really good cars, and the brand is incredibly strong, having become synonymous with "quality." I don't even consider Lexus as my next car because to *me*, they look like generic people movers. Perhaps I see so many that they don't seem special. Perhaps they actually do have a generic Asian styling. I don't know. But adding more power to that styling still won't capture my interest. I suspect I'm in the minority, as there are lots of Lexus customers and fans.

theoptimisticpessimist - 2/2/2011 1:32:46 PM

+1 Boost

I don't get why Lexus wants to promote a "Performance Image" when their past success has been as a pure luxury automaker. While everybody seem to want to be BMW and leaves a huge non-perfomance luxury market behind. Time to stop listening to Car and Driver and listen to their buyers.

enthusiastx11 - 2/2/2011 3:57:30 PM

-4 Boost

exactly. buyers love lexus for their value, quietness and comfort. and performance to them means it starts and goes. lexus needs to get their self-image in-line with their buyers.

enthusiastx11 - 2/3/2011 11:41:44 AM

-5 Boost

sports: you really have no grasp of the premium car market. nor are you a buyer in it. so don't bother commenting.

Camryman - 2/3/2011 1:18:20 PM

+1 Boost

Amen to that.

Camryman - 2/3/2011 1:19:46 PM

+1 Boost

@ theoptimisticpessimist. Amen to that. I agree with you.

Dr550 - 2/2/2011 1:41:37 PM

+4 Boost

What is average age of Lexus owner? Believe majority would prefer smooth,isolated ride,and gas milage as concerns.

david999 - 2/2/2011 2:59:19 PM

+11 Boost

Why are people whining about Lexus promoting some of their more sporty offerings?

enthusiastx11 - 2/2/2011 3:59:15 PM

-12 Boost

what sporty offerings? 98% of lexus sales are cars/suvs with isolated driving experiences completely devoid of personality. almost nobody buys a lexus with performance in mind.

enthusiastx11 - 2/3/2011 11:42:53 AM

-7 Boost

again, WHAT sporty offerings? name them (besides the tiny volume ISF and LFA)

800over - 2/4/2011 2:29:27 PM

+1 Boost

Enthusiastx you always seem to have trouble reading the article that everyone else is commenting on. THe article talks about the cars at the Chicago auto show. Read the article...

LexusKindaGuy12 - 2/2/2011 3:17:24 PM

+12 Boost

So...when Lexus sticks with luxury for the past 20 years, everyone cries wolf about how uninteresting the brand is. Now when they try to enhance their performance side, everyone says why mess with perfection? *scratches head*

enthusiastx11 - 2/3/2011 11:43:47 AM

-7 Boost

lots of boring people with a few bucks needs a people mover. hence the success of lexus.

Agent009 - 2/2/2011 4:25:16 PM

-17 Boost

If it hold true to the past then we will see trim only tuner cars. That NEVER have any engine mods that are legal much less dealer installed performance upgrades.

Go into an Audi store and you can pick up a fully modded STASiS car WITH a full warranty. Similar to BMW or Mercedes. But Lexus will never allow anyone to tinker with the ECU.

800over - 2/4/2011 2:30:59 PM

+3 Boost

why do you care? Shut up and let us comment....you post the stories. We already know your bias. Let us show ours.

knowitall1985 - 2/2/2011 5:07:14 PM

+8 Boost

I keep saying wait till you see the new GS. I thought they would show it at Detriot but maybe Chicago. This will be a serious competition to the E-class,5 series.....

theoptimisticpessimist - 2/2/2011 5:10:51 PM

-7 Boost

When has the GS ever been serious competition for any car?

theoptimisticpessimist - 2/2/2011 7:46:20 PM

-6 Boost

"FYI GS430 back in days for the fastest four door sedan"

Yeah that lasted about 15 minutes and was a decade ago, and still nobody bought it.

theoptimisticpessimist - 2/3/2011 11:37:40 AM

-4 Boost

The facts:

Yes I have driven the GS 400 you fawn over,

The steering was weighted right but still had an distant feel

Handling was far above average but the ride was soft not responsive (no 540i)

The drive train was brilliant, and their lies the problem, it was. While as quick as the GS was the competition progress becoming faster and improved, Lexus let the GS wither on the vine,

Sells number never drew neat the E class or 5er.

Those are the facts.

theoptimisticpessimist - 2/3/2011 11:39:09 AM

-6 Boost

BTW

Yes the ten year old Lexus is most likely more reliable than a 2011 M/B it's also more reliable the a 2011 GS.

LexSucks - 2/2/2011 5:59:03 PM

-8 Boost

Lexus are lame cars. Especially when it comes to performance. But you'd be surprised. A commercial or two is all it will take to trick car-dumb Americans into believing that an IS250 is a performance car.

Willis - 2/2/2011 6:36:43 PM

+2 Boost

I testdrove an IS250 before settling on my current ride. It was slow, lame and just boring. The IS350 on the other hand was lively.

LexSucks - 2/3/2011 2:38:07 PM

+6 Boost

IS350 is nice.

Lexus - 2/2/2011 11:19:13 PM

+4 Boost

I can't wait to see the next generation Lexus IS350 and GS350/450 spec and how it goes against it competitors.

dl767captain - 2/3/2011 12:22:29 AM

+9 Boost

I think Lexus turning towards performance is going to be very interesting. They had a good start with the IS-F, its obviously not the best out there but it's a great car. The LFA (although probably overpriced) is an amazing car. With the next IS and GS (and probably the next SC) being designed with an F variant in mind Lexus seems to have some interesting possibilities ahead.

knowitall1985 - 2/4/2011 11:31:59 AM

+2 Boost

Lexus is by no means throwing in the towel. It's going to get real interesting with the next generation of sedans.........