Lexus is headed for a fate like that of Buick. The median age of a Lexus owner is 56 according to AutoPacific. While still much younger than the same measure for Buick owners, it is significantly older than the same criterion for BMW, Infiniti, and Audi.
Toyota’s luxury brand is in danger of becoming an ‘exit-level’ brand, according to Stephanie Brinley of AutoPacific. Like Buick, Lexus appeals primarily to the retiring generation.
“Part of the problem is that Lexus doesn’t have a good entry crossover SUV like the BMW X3 and Audi Q5,” said Rebecca Lindland of IHS Global Insight. “The RX 350 — Lexus’ best-selling vehicle by a wide margin — is about the same size as those vehicles, “but it’s seen as a mom-mobile, darned near a minivan,” she said.
Lexus recently attempted to battle the BMW M3 recently with its IS-F, but to no avail. They do have a hybrid set to launch however, this coming fall and hope that it will open Lexus up to a new entry-class. We’re guessing the new compact Lexus LF-Ch, scheduled to debut in Frankfurt, will also help.
– By: Stephen Calogera
Source: Free Press