Can Lexus Attract The Young And Successful Middle Manager With New LS?

I like it a lot!

To answer your question: NO

Lexus appeals to the demographic of the young lady seated in the car above. Younger buyers do not want a car that their grandparents/parents own. Secondly, at this level in the automotive market(Large Luxury Sedans), Lexus does not have the pedigree or brand cachet to over the prestige or performance history brands like Audi, BMW, MB, Porsche have.

The IS is relatively successful with younger audiences, but that is probably due to Lexus' aggressive marketing of the IS250 and manufacturer incentives allowing for well-priced leases.

Lexus' best chance to attract "well-heeled" younger buyers is with the GS line and Lexus did not take the car far enough in terms of: styling, performance, value or differentiation.

"Lexus does not have the pedigree or brand cachet to over the prestige or performance history brands like Audi, BMW, MB."

Thank God Lexus doesn't have any of the German pedigree & brand cachet, or else it would pend most of its time at the dealer being serviced for electronic problems, and ABC (active body control)and other annoying electronic and annoying gremlins.

At least a Lexus is built with a higher quality standard and more dependable then the big 3 German brands.

At least a Lexus can be driven on the road, unlike the above 3 who are always at dealership for service. I prefer to have a car that stays in my garage then the dealers garage. Not to mention the great customer service you get from a Lexus dealer.

Most people brag about prestige history and performance, Yes German cars DO HAVE PERFORMANCE, but prestige has gone the way of the cuckoo nest and with their history 125 years of making cars one would think they would know how to build a RELIABLE car for the kind of money they sell these cars for. Until North Americans take their heads out of their asses, and hold these German car makers responsible for the shit quality they sell us at a premium, they will get away with ripping us off. I'm surprised that MB never got a civil lawsuit for their ABC (active body control) system that seems to break down since its inception starting with the SL500, S and CL class, and E-Class of the 2002's

As long as you people will depend on warranty to fix these German cars you will always be brainwashed in praising these German car makes.

Those who praise German cars, I would like to see you put the money where your mouth is and own one of these Germans cars when its out of warranty and lets see if your opinion will remain the same. I think not.

Heck even my Aston Martin Vantage is much more reliable then my previous SL550 was, and cost less to maintain. ($1600 every 16,000km interval maintenance for the AM Vantage)

@ Johnel

All cars have manufacturing defects, elements of poor design and require maintenance. I know several Lexus owners, with cars covering their entire model range, that have had manufacturing defects and maintenance issues that have forced several visits to a Lexus service department.

While I will admit that, at times, those with MBs will spend more time at the service department of their chosen dealer. MB can hide behind the fact that they tend to push "leading edge" technology into production usually a production cycle too soon. In this, I am referring to the electronic brakes on the old E class and the glass panel roof. Both of which had manufacturing and production issues resulting in dealer visits.

@ Johnel

What proof, besides Lexus marketing and pr bullet points, do you have that Lexus builds their cars with a higher level of quality than either Audi, BMW or MB?

You also have to realize that Audi, BWM and MB produce and sell more cars in their respective classes, except for possibly the suvs, than Lexus.

It depends on the Marketing department. We'll just let the market decide.

Young: No!
Successful: No!
Middle Manager: Potentially!

i think they are messing up a car that was perfect...boring or not, the people who had the LS loved it for a reason.

....Wow, Morepower & the Genius have a lot in common. The Genius has 1 out 3 half-way right. He answers the question that yes, Lexus will potenially sell to it's targeted middle-management. Duh! That and more. Remember, Lexus does some serious research and survey analysis on customer data feed-back. This car is the result of loyal and POTENIAL new comers. So, there you have it. The car will be a hit. I think Lexus is preparing those and potential customers for it's upcoming performance image blend (their renowned refinement, reliability and new performance image). Talking about a winning formula in the making! If young people like Audi, believe you me, they'll love Lexus with this new Performance Image.

I just realized both of these cars are F-Sports, which are likely to be the least selling of all varients offered.

I'd like to see how the regular car looks. It probably won't be as aggressivley styled. Younger buyers care about these things.

People in middle management can't afford a full size luxury car unless they are unmarried and living with their parents rent free. Cars of such price are aimed at executives. That explains the conservative styling. Lexus is bright enough to understand their aren't a whole lot of yuppies out there who can afford to pay for something like this.

....-Play, You my friend understand the formula very well. That's an excellent point.