Lexus GS Chief Engineer Hints That It Is The Car That Will Redefine The Brand - But Is That What YOU Want?

Since we saw the all-new Lexus GS debut at the 2011 New York Auto Show, we've been pretty mum. That's because we knew that something like this was coming down the pike. All the signs were there.

Though it's not a radical departure from the Lexus of yore, it is a shift. Now driving dynamics and fun is a priority, not creating what is essentially a floating living room. With the birth of the F brand and customers desiring a more sporting drive, Lexus didn't have much of a choice.

Now in an interview with the Lexus GS Chief Engineer, Yoshihiko Kanamori, he speaks about this new vision for Lexus' vehicles that all started with the LFA and the CT.

There's one issue though: is this what buyers REALLY want?

It seems to me that a Lexus buyer expects the Lexus experience -- a supply ride, reliability, and a well-rounded luxury car. Not a wannabe sports car.

Could Lexus be alienating its loyal following?

This video interview with Lexus GS Chief Engineer Yoshihiko Kanamori proves the fact that there’s always something new to learn about the next-generation GS...

...It’s because of this that I find Kanamori-san’s statement so important — while I have my doubts that the ES will ever lose its position as the top selling sedan in the line-up, it’s clear that the GS has become the first (and best) example of a reinvented Lexus brand...

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dlin - 12/8/2011 9:54:45 AM

+4 Boost

Why not? No one asked for X6 yet Bimmer throws it out there. People who don't want the sporty part can go to ES. IMO they are in the right direction.

knowitall1985 - 12/8/2011 11:13:44 AM

+2 Boost

Lexus is a force,don't think BMW and Mercedes are watching real close.

LexSucks - 12/8/2011 11:16:56 AM

+2 Boost

Exactly!!! The New GS has BMW and Mercedes shaking in thier boots. Just like the last generation did.

LexSucks - 12/8/2011 4:58:34 PM

-1 Boost

Nor have they matched the outgoing SC430 Convertible. That was a car of legends.

VISO - 12/8/2011 12:23:59 PM

+1 Boost

I am sure Lexus will do very well in the American market, but as a "force" not sure that can be applied here. BMW AG, MB AG, and Audi AG are outpacing Toyota's Lexus brand in way that will continue to make it extremely difficult for them to keep pace globally. Even in the US, the next decade will see extreme pressure put on Lexus by the three Germans premium makers to keep up with them. The German trio is more defined in terms of their culture, business direction, and strategic goals. Only now, is Toyota thinking of actually giving Lexus its own management. GM is doing better with Cadillac in terms of corporate separation and branding then Toyota is doing with Lexus as this time, though again, Lexus has a very a loyal enough following to sustain the battle, but not sure the war. Toyota needs to take some plays for the Germans in how to define a premium car maker in terms of branding and distinction. And only then will it perform on the global stage as a legitimate player.

BobW - 12/8/2011 12:41:51 PM

-1 Boost

At some point the stylists or engineers or marketing must have looked at the front grill profile (particularly clear in the photo above) and thought, "Lexus cookware!?" But no one said a thing and now they have that ridiculous looking grill shape. I guess anything to differentiate--but a cooking pot?
Seriously though, the GS has been a marginal player in the mid-sized luxury segment to date and I don't think this car is going to be make serious inroads on the established (and very good) M-B, BMW, Audi offerings. And the grill won't help matters.
BW

Designer1 - 12/8/2011 2:44:35 PM

-1 Boost

Oh God. As much as I like Lexus, but this GS isn't defining anything! This guy is either smoking something or just came out of a dream with the GTR that re-defined Nissan.

JUGNU - 12/9/2011 9:08:55 AM

+1 Boost

I see lot of potential in the New GS. There is no question about the GS hybrid, GS hybrid is the best in it's class. Regular and F-sport models are also very competitive compare to the rivals. I would be surprised if new GS doesn't become the top 3 selling car in it's class, most probably behind 5 Series and E class.