The Lexus Survey Results Exceed Expectations

Recently, the team at Lexus administered a survey on the all
new 2008 Lexus IS-F.  The survey was
specifically targeted to the enthusiast demographic with questions ranging from
but not limited to color choices and option packages. About 1,500 people
participated in this rare opportunity.

It was pretty obvious the majority of the votes came from
the males in their 20’s, with the age group of 30-39 in second and the 40-49
group in third. Along with a healthy list of standard features on the IS-F,
most of the enthusiasts chose the “Option C” package which includes the Mark
Levinson audio package, headlamp washers, intuitive park assist and the 5^th
generation navigation with backup camera. These results aren’t surprising as
many of the prospective and current 2^nd generation IS owners special
order their vehicle with these options.

The
Ultrasonic Blue (recently unveiled at the ’07 NAIAS in

Detroit) with black interior & black and
white two tone seats received the highest amount of votes. The next in line was
the Ultrasonic Blue with all black interior with the traditional black on black
combination placing a very close third. The choice of wheel finishes were almost equal for the IS-F’s 19″ forged aluminum BBS wheel. There were 60% of
the people that chose a gunmetal finish versus the 40% of the group that
favored a polished silver finish.
 

The
folks at Lexus would like to thank everyone who participated in this survey.
The results will help them determine what packages and options to offer to the
customers when the IS-F hits dealership showrooms in January 2008.  This is a great example of the Lexus kaizen,
“The Pursuit of Perfection” as they really are listening. Thank you Lexus for
giving us the opportunity!

1. Gender   Response Percent Response Total     Male 97.7% 1474     Female 2.3% 34 Total Respondents   1508 (skipped this question)   12

2. Age   Response Percent Response Total     Under 20 7.3% 111     20-29 52.5% 795     30-39 25.4% 384     40-49 10.2% 155     50-59 3% 46     60 and over 1.5% 23 Total Respondents   1514 (skipped this question)   6

3. Standard equipment for the new IS-F includes: 19" forged alloy wheels, 10-way power driver/passenger heated sports seats, and 13-speaker premium AM/FM audio w/6-disc CD changer. Based on the above, which of the following factory options would you be most likely to choose? (Select only one.)   Response Percent Response Total     Base model (no options) 12.2% 184     Option A. Includes Mark Levinson Audio w/CD-Changer (for under $1000) 16.9% 256     Option B. Includes Option A plus headlamp washer, Parking Assist rear parking sensors (for under $1700) 5% 75     Option C. Includes Option B plus navigation system w/backup camera (for under $5000) 51.4% 778     Option D. Includes Option C plus Pre-Collision and Dynamic Cruise Control (for under $8000) 14.6% 221 Total Respondents   1514 (skipped this question)   6

4. Would you choose a moonroof for your IS-F if there was no additional cost?   Response Percent Response Total     Yes 90.7% 1370     No 9.3% 140 Total Respondents   1510 (skipped this question)   10

5. Six exterior and two interior colors will be offered. What is your preferred combination? (Select only one.) To view the car or the black/white two-tone interior, please visit http://www.lexus.com/fcv/is_f.html and select Photo Gallery (in the lower right corner).   Response Percent Response Total     Starfire Pearl (pearlescent white) with black interior 7.7% 116     Starfire Pearl (pearlescent white) with black interior and black and white two-tone seats 10.7% 162     Mercury Metallic (light gray) with black interior 3.7% 56     Mercury Metallic (light gray) with black interior and black and white two-tone seats 2.2% 33     Smoky Granite (charcoal gray) with black interior 10.6% 160     Smoky Granite (charcoal gray) with black interior and black and white two-tone seats 7.7% 116     Matador Red (red metallic) with black interior 4% 60     Matador Red (red metallic) with black interior and black and white two-tone seats 3.7% 56     Ultrasonic Blue (royal blue) with black interior 11.9% 180     Ultrasonic Blue (royal blue) with black interior and black and white two-tone seats 14.7% 222     Obsidian (black) with black interior 11.8% 178     Obsidian (black) with black interior and black and white two-tone seats 11.3% 171 Total Respondents   1510 (skipped this question)   10

6. The standard wheel is a 19" forged aluminum alloy by BBS. Which finish would you prefer?   Response Percent Response Total     Gunmetal gray finish 59.6% 897     Polished silver finish 40.4% 609 Total Respondents   1506 (skipped this question)   14

7. Do you have any comments?  Total Respondents   544 (skipped this question)   976

Survey results courtesy of Lexus USA

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