Is It Critical For Lexus To Have A Convertible In Their Lineup?

As the only convertible in its lineup approaches the end of its life cycle, Lexus is looking ahead to another critical step in the balancing act it's undertaking: trying to appeal to younger buyers while keeping its core customers.

At last month's Los Angeles Auto Show, Lexus showed a roadster concept it called LF-C2. The car was designed to appeal to "traditional luxury buyers" and an "exquisitely styled buyer group of younger folks," said Jeff Bracken, Lexus Division general manager.



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Benzes1 - 12/8/2014 11:52:25 AM

+2 Boost

It isn't critical per say, but when all your competitors have one (MB, BMW, Audi, Infiniti, Jaguar), it shows weakness. Commercially it isn't needed, but for branding it is.

chewy - 12/8/2014 12:17:48 PM

+3 Boost

True, BMW and Audi do sell a decent amount of the 4 series/A5 convertibles to make them viable most likely. You could see that the IS convertible was an add on, you would think the RC would be designed for a convertible from the start but then again the entire RC project is a hodgepodge already.

Sciros - 12/8/2014 4:33:59 PM

+1 Boost

The RC WAS designed for a convertible from the start, that's why it's made up of the parts it is. But Lexus might scrap convertible plans, which would make that part of the effort not pay off. Oh well.

It'll barely affect their bottom line. It's not like most of the cars Lexus sells today are IS convertibles.

ParadoX - 12/8/2014 6:31:32 PM

+1 Boost

No. It is a dying portion of the market. Lexus needs to focus on areas that are going to expand, not fight over bread crumbs.

jeffy210 - 12/8/2014 9:35:05 PM

+1 Boost

Dying so much it's why my last two cars have been convertibles? I also see a fair amount of convertibles around here too. Guess it depends on where you live. Weather is nice enough here you can use it year round (albeit in the evenings during the summer)