“Lexus is like Neiman Marcus. The quality isn’t that much better than what you’d get at a discount store, yet it’s incredibly expensive.”
Those aren’t my words, mind you. I’ve owned a Lexus and found it exceptionally nice, though certainly not overly thrilling. Those are the words of my lovely wife, who has very engrained perceptions about certain car brands.
She associates Lexus with spiffed-up Toyotas and doesn’t see the added-value proposition of the L logo on the grille.
That’s a sentiment that obviously isn’t widely shared, because Lexus remains one of the best-selling luxury car brands in America. Lexus has, however, suffered from a lack of performance and design credibility, especially when compared with BMW, Audi, and Mercedes-Benz.
Lexus knows it has a problem in those areas and has determined to do something about it.
Continue reading >>>