Lexus hopes to take ‘progressive luxury’ theme global

As Toyota’s luxury brand Lexus expands globally, it is looking to follow Alan Mullaly’s theme for FoMoCo of having a ‘One Ford’ global theme. Lexus is pushing its own global theme of “progressive luxury,” including a stronger focus on hybrids, advanced telematics and sporty packages. The new theme also calls for more aggressive design and entering new market segments.

Karl Schlicht, general manager in charge of global Lexus marketing and product planning, said that the move is all part of a plan to unify Lexus’ images on a global level.

Lexus started selling cars in the United States 20 years ago and has been the top-selling luxury brand in the country for a decade.

“It’s very simple when you have one market,” said Schlicht. “You have multiple regions now — like Europe wanting one direction, Japan another and China coming on. That gets more complicated.”

– By: Omar Rana

Source: Automotive News (Subscription Required)