Compared to its German rivals the Lexus
product portfolio doesn’t have much depth and lacks any vehicles with
true sex appeal, though that’s about to change says marketing boss Brian
Bolain.
When asked about the timing of the close rollout of two coupe concepts, the LF-CC and LF-LC,
Bolain responded that the focus on two-doors is, “very intentional,”
admitting that right now the company sees its absence in those segments
as, “our biggest deficiency.”
While Bolain extolls the virtues of the Lexus brand, ranging from
everything to quality and reliability, to customer service and
luxuriously appointed interiors, he admits that two areas Lexus is
currently lacking in are design and performance. “How do you quickly add
an emotional element to a brand,” he asks? “With coupes.”
Commenting that since the SC was retired in 2010, apart from the
lofty and limited LFA, Lexus has no coupe in its lineup. “We definitely
have a void there today,” he says, commenting that without such a car
(or cars) it’s “hard to be taken seriously from a performance
perspective.”
Pointing towards the future, Bolain highlights the LF-CC and the
LF-LC Concepts, the former a strong indication of the next-generation
IS, as well as new coupe model that could wear the RC badge. As for the
latter, if approved for production (which it’s all but certain to), it
would sit at the upper scale of the Lexus brand, as a serious luxury and
performance machine. In fact, Lexus recently announced it would be
powered by a “next-generation” hybrid drivetrain capable of producing
500 hp.
How Lexus plans to achieve that output remains a mystery though the
next-gen hybrid system could be one that finally makes the switch to
more advanced lithium-ion technology, which produces more power from a
smaller and lighter package. Bolain confirmed that the LF-LC isn’t yet
confirmed for production, though the, “outcry has been tremendous.”
Bolain also says that while Lexus has, “no timeline for the introduction
of lithium ion,” the brand hopes to have it confirmed for when (and if)
the LF-LC coupe makes it into production.
Two-door planning at Lexus does, however, stop with these two cars
says Bolain. When asked if the Toyota luxury brand might consider an
additional model, perhaps to compete with cars like the Mercedes SLK or
BMW Z4, he commented that Lexus has no plans to, “flood the market with
coupes.” If the LF-CC and LF-LC both make it to production, he says,
“we’ve got good coverage.”
Source : http://www.autoguide.com/auto-news/2012/11/two-coupe-lexus-plan-could-mark-brands-lithium-ion-revolution.html
