I was wondering, will Lexus ever charge as much as Benz and BMW? Is it Toyota's hope that eventually Lexus prestige would command such a premium, or is Lexus' brand identity inclusive of 'better value for the top quality luxury'--such that a more economical price is a 'standard feature'? After all, Lexus is a business.

 

somehow i dont' think lexus will go with the same kind of greedy pricing scheme as bimmer and mb. after all, price was one big factor that brings lexus where they are at now. they are making so much profit (read, this is what money really means, not revenue) off their lexus cars already, they want to grow on market, and keeping the price is essential