Lexus: We want to be looked at more than an upgraded Toyota
Gallery - 22 images
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350
  • 2013 Lexus GS 350

Lexus wants to be known more than just a dependable luxury brand or an upgraded version of a Toyota. The company is aiming to take on Mercedes-Benz and BMW head-on and realizes that it will have to further distance itself from its parent company.

Things are looking good for Lexus so far – with a strong advertising campaign built around the launch of the new 2013 Lexus GS, the brand sold more than 4,900 units of the sedan in the United States within two months of its introduction.

Click here for more news on the Lexus GS.

The brand is homing it can now come up with a stronger global strategy that will entice BMW and Mercedes-Benz owners a reason to switch.

“To conquer BMW and Mercedes drivers, we can’t just be looked at as an upgraded version of Toyota,” said Kiyotaka Ise, who took the helm of Lexus in 2007. “We want our brand to be chosen for its character and handling.”

– By: Omar Rana

Source: AutoNews


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  • Cad4life

    its easy dont sale rebadge version of toyotas in japan, like nissan does with infiniti, i think toyota stop doing like 3 years ago, that look @ audi, they sale basically the same cars as vw and no 1 knows, only car people, next its like they r 2 lexus, 1 fwd base and 1 rwd base, the fwd fights audi/acura/buicks/lincoln/etc, the rwd fights bmw/mb/cadillac/etc, now with audi its about the awd system its rwd base for most models sold in the the US, the lexus es doesnt have awd does, you can email/called me 2 help if u need it, but u should not, it is easy, o forgot watch out 4 cadillac they r not playing around anymore 

  • Desertwind

    Apart from the LS ha 
    ha haha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha haha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha, etc…